Test of China's pharmaceutical market segmentation and its marketing strategy to discuss (full text)
Changzhou Beijie Pharmaceutical Co. Wang Daojun
A
Marketing is a series of market-related business operations in the changing market environment, in order to in order to satisfy the consumer demand, the enterprise goal of the enterprise business activities. Whether the enterprise can survive and develop in the market depends largely on the enterprise's marketing activities can adapt to changes in the external environment, and make a positive response, take corresponding countermeasures. As early as the beginning of the twentieth century, the western countries have appeared marketing theory, its theory with the development of the capitalist market economy continues to enrich, the system is becoming mature. 30 years marketing theory began to spread to China, the Third Plenary Session of the Eleventh Central Committee after the reform and opening up of the practice gradually showed its strong vitality, in the marketing research, there is a western scholars as a very novel and revolutionary concept - that is, the principle of market segmentation. In marketing research, there is a very novel and revolutionary concept by western scholars - that is, the principle of market segmentation. The so-called market segmentation refers to the enterprise according to a certain number of segmentation variables to the enterprise may enter the market is divided into a number of needs and desires of the same consumer groups, combined with the enterprise's own resource conditions, choose one or several consumer groups as their own target market in order to take the appropriate combination of business, to develop and occupy the target market in order to obtain the optimal competitive conditions and the optimal economic results. It is a kind of generally adapted strategic thinking of enterprises engaged in market operation. Just as medicine, physiology of the human body system is broken down into the nervous system, circulatory system, inhalation and exhalation system, digestive system in order to better carry out in-depth and specific research on various subsystems in order to achieve the overall effect of improving the study of the human body as well as the medical market segmentation, can promote the overall analysis of the pharmaceutical market, forecasting and research, to find market opportunities for the development of specific market development strategy, to take a variety of scientific marketing strategies for the best marketing results. scientific marketing strategies for the best marketing results. However, in the field of pharmaceuticals, for various reasons, the study of this theory has just begun, far from adapting to the rapid economic development of the pharmaceutical industry. However, due to the complexity of the pharmaceutical market, this paper only intends to make some superficial discussion of the pharmaceutical industry enterprises (part of the pharmaceutical market).
Two
For a long time, the pharmaceutical enterprises like other industries is a subsidiary of the state administration, the production task is issued by the state, the product by the state according to the administrative mode of transfer, with the deepening of the economic system reform, the national economic management mode by a highly centralized planning system, to the market system. Pharmaceutical enterprises to survive and develop in the market economy, it is necessary to adapt to the changing market environment, so that their products to meet the changing needs of the market, in order to use some of the principles of marketing to market segmentation in order to take the appropriate marketing strategy.
In the market economy, pharmaceutical companies in order to achieve their own development strategies, development goals, need to solve a series of marketing issues, such as business operators must be based on the product's own costs and consumers may be able to afford to develop a reasonable price, must be through a variety of channels, communication between producers and consumers of information, such as producers need to understand what the user needs to be products and the price level paid by the user. And the price level paid by the user; consumers want to know what kind of products pharmaceutical companies can provide and its quality, the current price, must understand the competitors and their product prices and so on, in order to develop the appropriate competitive strategy, in this regard, we need to segment the pharmaceutical market, to a series of marketing strategies to solve the production and the user, production and consumption of the various contradictions to meet the needs of all aspects of society. The need for the market segmentation of the pharmaceutical market.
It can be said that, do not know the theory of marketing, do not use the principle of market segmentation of China's pharmaceutical market segmentation and take the corresponding strategy, is bound to be very difficult to make the pharmaceutical enterprises in the market operation towards success.
Three
To China's pharmaceutical enterprises market segmentation and to explore the corresponding marketing strategy, of course, to the general marketing theory as the basis, but because of the characteristics of the pharmaceutical enterprises themselves, must be closely integrated with the characteristics of the pharmaceutical market, and can not be simply transposed to the industrial enterprises or other enterprises of the marketing strategy.
The pharmaceutical enterprise market is a part of the social market, it not only has the characteristics of the general market, but also has its own characteristics.
The internationalization of the pharmaceutical market According to incomplete statistics, China has obtained the right to operate foreign trade in the pharmaceutical industry health care import and export enterprises has nearly 500, of which 70 pharmaceutical industry enterprises have the right to foreign trade; at the same time, the three-funded enterprises in October 93, there are 612, they are also basically have the autonomy of foreign trade; at the same time, the domestic market for the world's large pharmaceutical companies to pay attention to them or to China to set up joint ventures, or will come to China to build a joint venture, or will be the first time in China.
Stabilization of the Chinese pharmaceutical market has become a part of the world market.
Stability The rise and fall of the pharmaceutical market has no direct impact on the objective political and economic environment. Drugs are consumables, used to replenish, there is a disease, you have to use drugs, drugs will not produce market weakness, from our domestic point of view alone, China's annual net increase of 15 million. The development of the economy, the increase in the employed population, the increase in income, the aging of the population may lead to a natural increase in the use of medicines, so in the long run the pharmaceutical industry will not be as big as some industries.
Complexity The pharmaceutical market is quite complex, from the object of service, the object of service is not subject to age, race, gender restrictions, all people (as long as the sick) are inseparable from the pharmaceutical market. In terms of manufacturers can be divided into health care products, medical equipment products, traditional Chinese medicine, western medicine and so on. Geographically it can be divided into domestic market, international market, domestic market can be divided into urban market, rural market. Each manufacturer must be based on the enterprise's own conditions, the characteristics of the enterprise's products to determine the enterprise's main market. And it is also because of the complexity of the pharmaceutical enterprise market makes the following market segmentation to bring a certain degree of difficulty, and even bring a great deal of unscientific.
Of course, there are other characteristics of the pharmaceutical market, which are not discussed here. The following mainly for these characteristics of the use of marketing principles of some of the pharmaceutical market segmentation, the pharmaceutical market is divided into a number of levels, in order to clarify its business objectives, for different levels of different needs to carry out unique marketing activities.
Four
The above mainly discusses the characteristics of China's pharmaceutical market, the following mainly for these characteristics of the use of some of the principles of marketing on the pharmaceutical industry enterprise market segmentation, and its marketing strategy to make the corresponding discussion.
Domestic market and international market China's pharmaceutical enterprises to the domestic market as the main market, China has a population of 1.2 billion. The development of the economy, the increase in employment, the increase in absorption, the aging of the population are all factors of natural growth in the use of drugs. And China's pharmaceutical industry is a phantom industry, the vast majority of small and medium-sized enterprises, whether from the capital, technology, talent or from the level of management are difficult to compete with the world's large pharmaceutical companies, so only based on the domestic market in order to gain a foothold, the development of their own. But the domestic market is quite complicated. The gap between urban and rural economic conditions is very large. 1993 per capita cost of living of urban residents 2337 yuan per capita rural residents 921 yuan per capita, the annual per capita consumption of medicines in rural areas and urban areas of the ratio of 1:8.5, in addition to the country's 85% of the endemic diseases, there are still endemic patients of 600 () million people. Therefore, China's enterprises should be based on rural and urban two different market characteristics, adjust the appropriate varieties of structure to meet the different needs of urban and rural areas, so that their enterprises are located in the ideal position to obtain better economic and social benefits.
The pharmaceutical industry as a whole is China's weak industry, but in some varieties have their own advantages, so actively occupy the domestic market at the same time, to take advantage of their own strengths to vigorously develop the international market. The market is no national boundaries. Especially in the last two years, the United States, Germany and other developed countries gradually out of the economic downturn, the developing countries, including pharmaceutical commodities, the corresponding increase in demand for raw materials and pharmaceutical exports in 1993 amounted to 5.95 billion yuan, VC's recent growth of 2,000 tons per year, almost all for export, so the domestic enterprises with the conditions to seize the favorable opportunity to actively explore the international market. There are two forms of developing international markets, one is the direct export of products and the other is to establish joint ventures in foreign countries, such as Jingjiang glucose factory exports have been spread to the United States, Canada, Switzerland and other thirteen countries and regions. in September 1993, the factory went to Tanzania, Burundi, and other African countries to negotiate, signed the agreement to set up joint ventures in their countries to create a national pharmaceutical factory operating companies.
General drug market and new drug market China has a population of 1.3 billion, of which 800 million people in rural areas, the per capita consumption of drugs is only 8 yuan. This is a market with huge potential, but its income is very low. Therefore, such as penicillin, cotrimoxazole tablets and other SD needle tablets sulfonamides and other general drugs because of their efficacy and reliability, stable character, low price in the long term will still be the main drugs in rural areas of China, this kind of drugs less profit, to occupy this part of the market, only to improve the process, large-scale production in order to reduce the costs, reduce costs.
China's pharmaceutical companies to go out of China to the world, must develop new drugs. To some extent, the development of new drugs is an important symbol of a country's pharmaceutical industry is developed, and its profits are considerable. 1991 Grantham's world sales of Ranitidine up to 3.023 billion, Merck's Enalapril 1.745 billion yuan, Shi valuable Kanapril up to 1.58 billion (U.S. dollars). China's new drug development imitates more and creates less. In the past 10 years, the development of new drugs in the number of breakthroughs in progress, but only three kinds of APIs in the international recognition and listed in some countries, which is far from being commensurate with China's domestic demand for medicines. The development of new drugs is imperative.
But China's pharmaceutical enterprises are mainly small, low quality researchers. 1992 researchers have a master's degree or above only 2.6%, undergraduate accounted for 3.3%, the situation is slightly better than the Institute of only 11%. And has the typical new drug creation ability of the United States pharmaceutical industry RSD personnel in 1991, its master's degree or higher accounted for 40% o Therefore, the training of a number of high-quality personnel is imperative. At the same time, China's pharmaceutical research institutions and pharmaceutical enterprises are in a state of separation, in developed countries, enterprises are the main body of new drug development. In our country, the enterprise is the main body of investment rather than the main body of development, research institute is the main body of development rather than the main body of investment. This produces pituitary dislocation, not conducive to the development of new drugs. Therefore, according to China's national conditions, the popular drug organization joint development, factories, hospitals, schools and institutes united to establish a number of enterprise groups relying on the new drug research and development system, the results of the research into productive capacity quickly.
Pharmaceutical enterprise market and non-pharmaceutical enterprise market Pharmaceutical enterprises, of course, to the pharmaceutical market as their own position, its marketing strategy from different perspectives slightly discussed earlier. But if you have the conditions, you should expand to other areas. The world's largest pharmaceutical companies are not so, such as Glaxo, Shi valuable companies have implemented a diversified form of business "one industry as the main, multi-industry and focus on" the road, the pharmaceutical industry to diversify the operation of the following modes of operation: First, the main business of diversification, that is, the enterprise to use the main premise of the drug, the development of a series of products related to the production of medicines In addition to the production and operation of pharmaceutical products, in addition to its diversified development of the main health care products, veterinary drugs, pesticides, insecticides, rodenticides, preservatives, feed additives, food additives; Second, diversified operations, in addition to the production of drugs, but also to the development of chemical raw materials, intermediates, cosmetics, daily-use chemicals, dyes, pharmaceutical equipment, medical packaging and other aspects. Third, cross-industry diversification. Still take medicine as the leader, in addition to developing related industries and various categories of industries, but also to the financial industry, real estate, tertiary and quaternary industries. China's more famous domestic enterprises such as the Sun God Group of Companies, Baiyunshan Pharmaceutical Factory. On the basis of the original chamomile-type, concentrated-type, monkey head mushroom-type oral liquid, the Sun God Group has launched new products such as Golden Mushroom Children's Oral Liquid, Natural Apricot Red Juice, Sun God Mineral Water, Sun God Healthy Drinks, etc. It has also developed the hotel industry while operating the Sun God Eating House and founded Cosmetics Company, Sun God Industry and Trade Company, and Sun God Art Engineering Company at the same time. Baiyunshan Group has developed into a diversified, multi-functional modernization of the country's large-scale class of enterprises, the production and management of Chinese and Western medicines, raw materials, veterinary drugs, tonic and nutritional products, food additives, skin care products, medical equipment, automobile maintenance, medical equipment, toys, cultural products, clothing, real estate, financial services, Anhui, Hubei and other places to set up joint-operated factories in Japan, Mauritius, Canada, Singapore, Hong Kong and other countries and regions have set up a number of joint-operated factories, In Japan, Mauritius, Canada, Singapore, Hong Kong and other countries and regions have established Baiyunshan pharmaceutical factory, enhance their competitiveness in the market.
Of course, the pharmaceutical enterprise market can also be segmented from other angles, and analyze the different angles, different marketing strategies. At the same time each market can be further subdivided within the market, the internal market also has a corresponding strategy. For any pharmaceutical enterprise, only according to their own product characteristics, combined with the enterprise's own situation, to take a flexible and diverse marketing strategy, to carry out colorful marketing activities. Can be based on the market, ride the waves and move forward.
Shanghai Pharmaceutical Intelligence Research 1998 (3) Total 50