Abstract: With the continuous advancement of China's pharmaceutical system reform, the future development of China's entire pharmaceutical enterprises has also been affected to some extent. How to grasp the great opportunities brought by medical reform, grasp the market characteristics of the pharmaceutical industry, find new economic growth points for enterprises, gain certain competitive advantages in the new round of fierce competition, and enable enterprises to achieve marketing goals in the wave of medical system reform is a problem that enterprises should seriously consider. Based on the current marketing situation of Chinese pharmaceutical enterprises, this paper briefly analyzes the problems existing in the marketing process and puts forward corresponding marketing strategies.
Keywords: medical reform; Pharmaceutical enterprises; marketing management
China Library Classification Number: F270 Document Identification Number: A Document Number:1001-828x (2013) 05-0-01.
The pharmaceutical industry is closely related to people's lives, involving national health, social stability and economic development. It is a very special and important industry in China's national economy. In recent years, China's pharmaceutical industry has made great progress, but with the intensification of competition in the pharmaceutical industry and the increase of similar substitute products, the market advantage of the original products of pharmaceutical enterprises has declined, and the future development of pharmaceutical enterprises is facing great challenges.
I. Marketing Status of Pharmaceutical Enterprises in China
As far as the current situation of China's pharmaceutical industry is concerned, ordinary drugs with an operating profit of 30% account for 70% of the market share, while new drugs with a market share of about 30% can achieve an operating profit of about 70%. This phenomenon in the pharmaceutical market is mainly due to the following reasons: First, the pharmaceutical market is related to the health of the people, and its main market consumer group is the public. Because the research and development cost of common drugs is relatively low, it can meet the consumer demand of the public. Secondly, due to the limitation of drug research and development technology in China, the research and development cost of new drugs is relatively expensive, so most enterprises are more willing to choose to develop common drugs with the same efficacy to reduce the cost of drug research and development. Thirdly, due to the influence of China's system, some enterprises in China do not attach importance to the research and development of new drugs, and some enterprises lack sufficient research and development funds for a long time, which makes enterprises give up the research and development of new products or develop some low-level similar substitutes, thus leading to insufficient development potential of pharmaceutical enterprises. Therefore, for a long time, China has been developing some generic drugs with a dominant role in the pharmaceutical market, with lower cost and price, which is more in line with the consumption level and demand of most people in society, and this phenomenon is likely to continue for some time.
Second, China's pharmaceutical enterprises in the marketing problems
1. Marketing promotion means are too single, lacking brand building awareness.
With the maturity of the whole pharmaceutical industry in China, higher requirements are put forward for the overall market operation and management. In the fierce market competition environment, in order to gain a larger share of the pharmaceutical market, enterprises try their best to increase marketing propaganda. At present, the most common means is simply to use the star effect to carry out TV advertising to increase the familiarity of the enterprise itself in the hearts of the public, but people often ignore the curative effect of the drug and the brand marketing construction of the enterprise drug itself. Therefore, the same advertisement does not mean that its drugs can really win people's trust and guide customers to buy its products, which is also a misunderstanding in the marketing propaganda of many pharmaceutical companies. Some enterprises use interpersonal communication as marketing promotion means, and the marketing means are too simple, and the overall lack of more integrated promotion power makes it difficult to form scale effect, which makes the sales volume not greatly improved.
2. Marketing personnel management is not in place, lack of systematic professional training.
Because many enterprises often take sales volume as the business standard to measure marketers, they lack scientific supervision and management on their overall sales quality. Due to the influence of the enterprise system, some marketers only see the immediate interests of the enterprise in order to realize the goals and tasks set by the enterprise, lacking systematic and professional marketing concepts and systems, thus making marketers may not take the best means in the marketing process, increasing the cost of the enterprise and leading to the decline of the overall efficiency of the enterprise. At the same time, some enterprises lack sufficient understanding of the importance of product marketing, do not realize the important role played by professional marketers in the whole process, and lack the excavation and training of professional marketers.
3. The research and development of new products is restricted, which weakens the market competitiveness of enterprises.
Many domestic pharmaceutical companies are under varying degrees of pressure in the research and development of new products, and still use some generic drugs to occupy the main position in their markets. Due to some limitations of the overall technical level of new drug research and development in China, the cost of new drug research and development is relatively expensive. On the one hand, enterprises may be forced to give up because of insufficient research and development funds; On the other hand, too expensive drugs may be replaced by similar products with the same curative effect and relatively low price, so as to expand their market share, thus limiting the research and development of new products of enterprises and weakening their market competitiveness, and the development of enterprises is likely to fail to achieve the expected goals.
Third, the marketing strategy of China pharmaceutical enterprises
1. Select the appropriate product marketing means.
Enterprises should adopt diversified product marketing methods and choose appropriate marketing channels according to the characteristics of their own products and industry markets. Television advertising is only a propaganda means of enterprises, which can strengthen the image of enterprises in the hearts of customers, but it can not substantially guarantee the sales of their products. Whether the circulation channels of drugs are smooth or not will directly affect the sales of products to a great extent. Enterprises can comprehensively consider and judge from all aspects and choose some experienced middlemen in the pharmaceutical market as their distribution channels. In this way, drugs can be delivered to consumers in time and effectively, and the sales efficiency of drugs can also be improved. At the same time, when choosing marketing channels, enterprises should try to reduce the cost of marketing channels and strive to earn higher profits for enterprises at the same input cost.
2. Strengthen the brand marketing construction of enterprises and drugs.
In the homogeneous and fierce competition environment, enterprises must adopt some effective differentiated marketing strategies to obtain long-term development prospects, and a good corporate brand image can establish a stable relationship with customers more directly. Because drugs are closely related to people's life and health, the quality of drugs is the most concerned issue, and it is difficult for ordinary consumers to identify the quality of drugs. Therefore, strengthening the image building of enterprises and brand marketing of drugs will greatly affect customers' purchasing decision-making psychology and enable enterprises to gain a certain competitive advantage in the competition. In the process of brand marketing construction, enterprises should comprehensively consider all aspects of products, do a good job in market research, aim at the characteristics of target customers, combine the positioning and market segmentation of enterprise products, shape a true and distinctive corporate image and brand, and establish customers' emotional preferences and brand loyalty.
3. Strengthen the professional quality training of marketing personnel.
With the deepening of China's medical system reform, the pharmaceutical industry is also in the process of continuous standardization and improvement, which puts forward higher requirements for all employees in the pharmaceutical industry, and everything should return to the essence of the professional needs of the industry, even pharmaceutical marketers are no exception. Therefore, enterprises should do a good job in training marketing personnel in time, strengthen the cultivation of professional quality of marketing personnel, cultivate systematic marketing concepts and systems of employees, and improve the professional service level of enterprises. At the same time, enterprises should pay attention to establishing a more scientific and perfect marketing personnel management mechanism. The business assessment of marketers should not only rely on the single indicator of sales, but also pay attention to the comprehensive evaluation of the overall marketing quality of marketers on the basis of comprehensive indicators, and actively guide marketers to proceed from the long-term interests of enterprises.
4. Strengthen R&D investment in new products and improve the competitiveness of enterprises in high-end markets.
In recent years, driven by economic integration, some foreign-funded pharmaceutical companies have gradually occupied the market share of big cities in China, and the trend is increasing. For some powerful foreign-funded enterprises, their new product research and development technology level is relatively high, and some high-end hospitals in China mainly serve as the main markets for their new products in order to obtain high market profits. In the future development trend of pharmaceutical market, more and more powerful enterprises will choose to develop new drugs to expand their high-end market. One of the reasons why the development prospects of most domestic pharmaceutical companies are not ideal is that the R&D ability is relatively weak, mainly relying on generic drugs to occupy market share and earn low profits. Therefore, if China pharmaceutical enterprises want to occupy the high-end market share, they must selectively increase the R&D investment of new products according to market demand and improve their competitiveness in the high-end market. The operating performance of high-end market of enterprises will largely depend on the research and development ability of new products.
Four. conclusion
The pharmaceutical industry is a special and extremely important industry. With the increasingly fierce competition in the pharmaceutical industry, China pharmaceutical enterprises should grasp the characteristics of the industry market in time, recognize their own development status and a series of problems in the marketing process, and accordingly put forward marketing strategies suitable for their own development, so as to gain a certain competitive advantage in the brutal competition and realize the marketing goal of maximizing enterprises.
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About the author: Zheng Beijun (1983-), female, from Shanwei, Guangdong, undergraduate, teaching assistant, engaged in economic management research.
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