Research On Optimization Of Prescription Drug Marketing Strategy Of HBZY Company

Since the reform and opening up,the pharmaceutical industry has developed rapidly in China,and has increasingly become a new driving force in the national economy.However,during its rapid operation,many problems appear,such as high drug prices,lack of adequate security,sales commission and so on.In order to build a sound medical and health mechanism in urban and rural areas and provide more reliable medical and health services to the people,the State Council issued the "opinions of the CPC Central Committee and the State Council on deepening the reform of the medical and health system" in 2009,which officially opened a new prelude to the national medical and health reform.With the deepening of health care reform in the country,the relevant supporting measures and health care reform management rules have come out in various provinces and regions.On the one hand,the marketing environment faced by domestic prescription drug manufacturers has changed greatly;On the other hand,pharmaceutical marketing will face new competition and new opportunity.HBZY company is the research object selected in this paper.With the help of literature method,this paper collates and studies the relevant literature at home and abroad,analyzes the current marketing form of prescription drugs and the impact of medical reform on its marketing mode,and provides the marketing strategy of prescription drugs from the theoretical and practical aspects for reference.Around the following contents,this paper explores the marketing problems of HBZY prescription drugsFirst,from the practical needs of the research,based on the enterprise organizational structure,business performance,main business and other dimensions,this paper analyzes the general situation of HBZY company,and then based on the macro and micro perspective,systematically studies the marketing environment of the enterprise’s prescription drugs.Second,based on the dimensions of product,price,channel and promotion,we explored and analyzed the actual situation and problems of HBZY in selling prescription drugs.Third,based on the current national health care reform environment,how to optimize the marketing strategy of the enterprise for its prescription drug products is explored in detail.On the one hand,it covers the detailed division of the market,how to select the target market,how to determine the market positioning and other contents,on the other hand,it covers the price,product,promotion,marketing strategy,etc Channel optimization strategy and measures to ensure the implementation of these strategies.With the exploration of HBZY enterprises based on the national health care reform environment to optimize their prescription drug marketing strategy,the purpose is to help the healthy development of the pharmaceutical industry in China.