Paper Keywords: medicine; Marketing; Pharmaceutical marketing; Marketing strategic plan; marketing channel
1. Marketing strategy planning and implementation
With the transformation of China's economy from planned economy to market economy and the establishment of marketing concept, the pharmaceutical marketing model has also undergone a fundamental change from planned production and sales to production and sales according to market demand. However, most enterprises are still in the non-strategic stage of marketing activities, or are limited to advertising planning and promotion planning, and there is no systematic marketing strategy.
First of all, due to the weak innovation ability of new drugs in China, most enterprises rely on imitation to develop new products, and the loopholes in the new drug approval system have caused the phenomenon of "high-level duplication" in new drug development. Hundreds of enterprises produce and sell the same product at most, which is an important reason for the chaotic and vicious competition in the current market. Second, the channel construction is chaotic. At present, most pharmaceutical enterprises in China are still applying the methods of building networks by relying on advertisements and buying out non-standard agents. Although these methods have played a certain role in a certain historical period, they have gradually exposed their own disadvantages in the current economic situation. Non-standard agent buyout operation has caused a large number of accounts receivable to enterprises, which has caused undue market gap and so on. Third, the marketing methods are simple and irregular, and the market is impacted by marketing methods such as big advertisements and even high rebate promotions. The "catch-up" of advertising has made the popularity and reputation of many enterprises move in the opposite direction. The introduction of national standard measures for drug advertisements further restricts the release of advertisements, and its impact on the drug market will be greatly reduced. Promoting sales with gold not only violates laws and regulations, but also seriously reduces the social credibility of medicine and pharmaceutical industry, which has a negative impact on the development of related industries.
In short, there is no necessary market research, lack of innovative products, no formal brand promotion, and chaotic management of sales channels. It can be said that quite a few manufacturers have no real pharmaceutical marketing strategy at present.
2. Narrow marketing channels
International marketing channels are mainly composed of domestic middlemen and foreign middlemen. Manufacturers can choose long or short channels, direct channels or indirect channels according to foreign market conditions, but the traditional trade system makes it difficult for China pharmaceutical enterprises to evaluate, select, adjust and manage the channels (domestic and foreign middlemen). In addition to the feedback from distribution channels and the information provided by government departments, the international market information of pharmaceutical manufacturers relies more on their own research institutions or research institutions entrusted by target market countries. For many years, due to the neglect and misunderstanding of marketing by pharmaceutical enterprises in China, the position and function of market information in modern marketing strategy have not been well understood, let alone international market information. Most pharmaceutical enterprises in China have not set up special market research institutions. Theoretically speaking, the sales department of an enterprise should obtain market information through its sales network. Actually, it's not exactly like this. Even the sales department is only engaged in sales business, mainly to achieve the predetermined sales targets. A considerable number of decision makers in pharmaceutical production enterprises are still accustomed to doing things by experience and feeling, and often fail in marketing because of misjudgment. This kind of thing happens from time to time in China, especially in international marketing. Market research has become an indispensable and effective competitive weapon for large foreign multinational pharmaceutical companies. They not only commissioned market research companies to conduct surveys, but also established their own market research institutions and operating mechanisms. China pharmaceutical enterprises should pay more attention to and strengthen market research, which is a "golden key" to open the international market without knowing much about the international market and marketing environment. 3. Logistics service and management
Logistics service and management includes several aspects: logistics management, sales service, marketing system and internal management. Modern market competition is not only limited to the competition of market development, but also reflected in rapid logistics and perfect after-sales service. Logistics management is how to deliver goods to customers quickly and safely when they need it, which requires enterprises to improve their internal mechanisms and networks to meet customers' needs.
The perfection of after-sales service is a magic weapon to stabilize customers, which requires marketers to know whether customers need the cooperation of enterprises in time, provide sufficient information to prepare customers' needs at any time, and marketing managers should also visit regularly to further strengthen business ties. The marketing system must adapt to the law of market development and be able to develop and operate the market better; Internal management should be perfect, smooth and strict, so as to ensure the results of market development. These two qualities determine whether the enterprise can develop continuously and stably, and are also the key for the enterprise to retain excellent marketing talents.
4. Mitigation strategy is to improve the environment by adjusting marketing mix, so as to reduce the seriousness of environmental threats. Marketing mix is a powerful means to cope with competition, and it is also an important concept in modern marketing theory. It appeared in the 1960s, and its decision-making thought absorbed a lot of nutrition from the emerging system theory and management science after World War II, and also benefited from the development of enterprise marketing practice. Through continuous improvement and development, it has made great theoretical contributions to marketing. "4Ps" is a popular and classic abbreviation of marketing mix (product, Pricef~ grid, local channel, promotion). How to make the internal controllable variables contained in the product strategy, price strategy, channel strategy, promotion strategy and basic strategy of an enterprise coordinate and complement each other has become a mode decision-making method of an enterprise. The function of marketing mix is to simplify the decision-making procedure of enterprises, and its process is actually a process of straightening out and screening. (1) product decision. The pharmaceutical industry is a high-tech, high-input, high-risk and knowledge-intensive industry. It costs a lot of money to develop a new drug, but we can't do it now, so most of the products are imitation products, including biotechnology drugs. The introduction of new drugs and technology transfer have become the key to improve the current medical level. This requires making enterprises bigger and stronger, having a solid capital base, and developing pharmaceutical products with truly independent intellectual property rights. Many powerful enterprises in China are doing this big article on the market. For example, Harbin Pharmaceutical Group, the third enterprise in our province, is carrying out capital increase and share expansion activities. After the completion of capital increase and share expansion, the assets of Harbin Pharmaceutical Group will reach about 10ME. For most pharmaceutical companies, they may choose to adjust their marketing mix strategies to ease the pressure. There are many kinds of products in the pharmaceutical industry, including drugs, medical devices, chemicals and glass instruments. Each big category is divided into several subclasses. Enterprises should adjust and optimize the width, length, depth and relevance of product portfolio according to different situations. The available strategies are: expanding product mix; Reduce the product mix; There are three product extensions. For example, the potential demand in the rural market and the trend of aging population will all affect the optimal combination of products. Therefore, differentiated and attractive product mix is the basis of pharmaceutical marketing strategy. (2) Price decision. Price is the most sensitive marketing variable for consumers. There is no doubt that cost has an impact on price, but consumers are still much more important. What consumers really value is "customer delivered value". When buying products, customers always want to minimize the related costs, including money, time, spirit and physical strength, and at the same time hope to get more practical benefits from them, so as to meet their own needs to the maximum extent. Therefore, when customers choose products, they often compare and analyze them from two aspects: value and cost, and choose the products with the highest value and the lowest cost, that is, the products with the highest value delivered by customers as the priority purchase objects. Therefore, when pricing, we should consider the positive perceived value of products or services in the eyes of customers. As a means of marketing, price must also be a means of competition, and the strategies of competitors should be fully considered. Different drug prices should be optimized on the basis of target market positioning because different groups have different demand levels and preferences. Only under certain cost and expense conditions can we win by using price strategy flexibly. (3) Channel decision. The distribution channel of China pharmaceutical market is a weak link. Distribution companies are small in scale, backward in technology, extremely low in efficiency and serious in regionalization. Without reform, even if advanced foreign logistics management and distribution systems are introduced, the problem of distribution channels will still be difficult to improve. The marketing channel design of drug production enterprises and the management mode of distribution enterprises must change with the change of drug distribution market structure. Only when the channel strategy of production enterprises conforms to the development trend of pharmaceutical circulation enterprises can we effectively prevent some phenomena that are not suitable for the market.