Research On The Optimization Of The Marketing Strategy Of Hypertensive Drugs Of Huanghai Pharmaceutical Company

The huge population base and the aging trend of population have promoted the rapid development of hypertension drugs.The increasingly severe aging trend means that the demand for hypertension drugs is also increasing day by day.In the face of increasing demand and fierce market competition,strengthening the marketing of hypertension drugs and optimizing the design of existing marketing strategies have become important ways for pharmaceutical companies to obtain market competitive advantages.This article takes Huanghai Pharmaceutical Company as an example,the optimization of marketing strategy of hypertension drugs was studied by means of literature research and questionnaire survey.Firstly,based on the actual market situation of the company,the marketing status of hypertension drugs of the company was analyzed mainly from the aspects of products,pricing,distribution channels and promotion method.Conducting market survey is pointed out that the company has some problems in the marketing of hypertension drugs,such as insufficient competitiveness of pharmaceutical products,great pressure of terminal price control,imperfect marketing channels,and single promotion strategy.Secondly,using PEST analysis method and Porter’s Five Forces model,the macro environment and industry environment of the company are analyzed.Analyzing the internal environment of the company and using SWOT analysis method identify the company’s future competitive advantages and market opportunities.Finally,guided by the company’s optimization goals,combined with target market strategy(STP)analysis,the marketing strategy optimization plan of Huanghai Pharmaceutical Company was formulated,and the product optimization strategy was put forward from the aspects of formulating hierarchical product strategy,strengthening recognition and brand building.From the implementation of classified pricing strategy,strengthening retail price control and other aspects,price optimization strategy is proposed;From the aspects of enhancing channel member control and expanding drug sales channels,channel optimization strategies were put forward.From the integration of various promotion methods,attention to the establishment of public relations,strengthen the promotion form innovation and other aspects,the promotion optimization strategy is put forward.Finally,from the aspects of strengthening talent planning and training,building a learning team,improving the assessment and incentive mechanism,improving marketing information system.Marketing strategy guarantee measures are put forward.This study on the marketing strategy of hypertension products of Huanghai Pharmaceutical Company will help to improve the sales level and market competitiveness of the company.At the same time,it is also a deep exploration of the related theories of product marketing in our country’s pharmaceutical industry,and provides reference for the domestic similar pharmaceutical enterprises to carry out marketing strategy formulation and implementation.