Study On Marketing Strategy Optimization Of QF Company’s Chinese Patent Medicines In Primary Medical Market

Under the impact of COVID-19 and the development trend of aging,the Chinese patent medicine industry may usher in a peak market demand.With the development of the new medical reform,the number of diagnosis and treatment in primary medical and health institutions is increasing,and the number of types and clinical use of Chinese patent medicine has also been significantly improved.While enterprises are fiercely competing for OTC and online sales share,the primary medical market,as the focus of the elderly,is becoming a new potential market for the development of proprietary Chinese medicine.However,some scholars have found that the promotion of Chinese patent medicine in the primary medical market is faced with the following two problems.First,more than 80% of the Chinese patent medicines in primary medical institutions are prescribed by Western medicine."Western learning" is the premise of safe and effective prescription of Chinese patent medicine,which is also one of the important reasons for the promotion of Chinese patent medicine products in the primary medical market.Second,the dispersion of primary medical institutions,small single sales volume,and difficult to effectively reach the promotion have always been a big problem for Chinese patent medicine products in the marketing process.Therefore,in the face of the complex situation of primary medical institutions,weakening the adverse factors in the promotion of Chinese patent medicine in the primary medical market has become an urgent problem for major pharmaceutical enterprises to push Chinese patent medicine into the primary medical market.This thesis first analyzes the development status of Chinese patent medicine in the primary medical market,and summarizes the detailed data from the aspects of national policy,social economy and primary medical market demand.On this basis,the future development of Chinese patent medicine is predicted accordingly.Secondly,the business background and marketing strategy status of QF company are analyzed,sorting out the problems and advantages of the company’s existing.proprietary Chinese medicine business in the primary medical market,and providing effective support for the optimization of marketing strategy.Thirdly,this thesis analyzes the advantages and disadvantages of the internal and external environment and market competition of QF company,which provides a clear path for the marketing direction of the company’s Chinese patent medicine in the primary medical market.last,Based on the theory of meeting consumer needs and 7 Ps marketing combination,To propose the marketing strategy optimization combination of QF company,With the key products as the core,Continue to expand the wide range of chronic disease products,Strengthen the anti-risk ability of the product matrix;In view of the difficulties of "in the west",To train the ability of special "TCM dialectical" for doctors;Based on the advantages of deep market foundation and high efficiency of team development,Borrowing from the Internet platform,Create a short and fast and accurate online academic marketing path;In view of the problem that primary medical institutions are too dispersed to be effectively reached,leading to weak product promotion,Through the "core elite" service team,With a strong team.