Research On The Omni-channel Integrated Marketing Strategy Of L Pharmaceutical Compan

The Chinese economy is steadily growing,the per capita income level is constantly improving,digital technology is widely used,and the policies for registration,medical insurance access,and other aspects of the pharmaceutical industry are constantly adjusting.On the one hand,it has promoted the overall development of the pharmaceutical industry,such as accelerating the introduction of innovative drugs to benefit more consumers,and on the other hand,it also faces continuous challenges,such as the sales volume brought by the national centralized procurement winning the bid for production enterprises A series of issues such as a significant decrease in profits.How to adapt to the constantly changing pharmaceutical policies and how to find a path suitable for the survival of enterprises in complex environments have posed questions that must be answered for production enterprises.According to the actual situation of the current channels and marketing strategies of L Pharmaceutical Company,this paper uses the theoretical analysis method,case study method,literature research method,practical research method,inductive summary method,combines the theory of marketing management,economics,etc.,and uses the theory and methods of omni channel integrated marketing communication to analyze the drawbacks and defects in the marketing strategies of L Pharmaceutical Company,The problem mainly focuses on the lack of a unified integrated marketing communication theme for the company and product brand,and the lack of corresponding communication strategies in all channels.Marketing communication lacks overall planning,single methods,single target audience,and low utilization of member platforms.Combining macro environment analysis,inter enterprise competition analysis,and SWOT analysis,it is concluded that L Pharmaceutical Company needs to integrate marketing communication across all channels,and corresponding measures are proposed to address the current problems.Solve the problem from four aspects: establishing an organizational structure with integrated marketing functions,establishing unified information for integrated marketing,strengthening brand promotion for consumers,and establishing omni channels to meet consumer needs.Emphasis was placed on the hospital end,retail end,and online end,with a particular focus on the emerging multimedia platforms online.Finally,the implementation of L Pharmaceutical Company’s omnichannel integrated marketing strategy was proposed,which includes improving data platform services;Increase job positions and recruit third-party operation teams.The above suggestions to expand channels,sink the market,expand market share,reduce costs,establish a high-end brand image in the minds of consumers,and reduce the risks brought by national centralized procurement through omnichannel integrated marketing methods are pioneering and can fill the gap in research in this field.For L Pharmaceutical Company,utilizing omnichannel integrated marketing communication to explore the path for drugs to enhance their brand on the consumer end,enabling products to have a broader market and stronger competitiveness,and providing assistance for the sustainable development of the company’s marketing work.