The Research On Marketing Strategy Of Z Company’s Original New Drug T

In recent years,the government has launched a series of policies to create and improve the mechanism of centralized drug procurement and the price negotiation by market-oriented.The purpose of this reform is reducing the cost of drugs for citizens,regulating the order of drug distribution,and improving the safety of drug usage.In particular,the implementation of policies such as volume-based procurement have brought earth-shaking changes to the Chinese pharmaceutical market.The pilot operation of volume-based procurement has greatly reduced the purchase price of drugs(the average price of products of the same manufacturer and the same specification has fallen by about 57%,the data is from three batches of 27 varieties of oral drugs purchased in Shanghai in 2015).In this situation,how foreign-funded companies’ drugs,especially for the original research drug scan participate in market competition and achieve a win-win situation between patients and business has been the top priority in the new drug retail wave.This thesis intends to take the marketing strategy of the original drug production T of Company Z as the research object.The purpose of this thesis is finding a solution to resolve the problem of market sharing.The author conducts in-depth research on the problems of inaccurate market positioning of T products,poor product strategies,and insignificant promotion and promotion results.In the research process,the first-hand information is obtained through the use of questionnaire surveys and expert interviews,and the STP strategy and 4P strategy of T products are analyzed through PEST,Porter’s five forces,SWOT and QSPM methods,and solutions are proposed.With a view to expanding market share through marketing strategies that meet market needs,to ensure a reasonable overall profit margin for original research drugs,and to ensure the enthusiasm of major pharmaceutical companies for new product development and launching new products in the Chinese market.This will help Chinese patients always enjoy the world’s advanced level of medicines,thereby improving the quality of life and well-being of the majority of patients.