The new health care reform policy for pharmaceutical enterprises has put forward new requirements, the original market competition pattern has been broken, how to make the enterprise into the market and invincible, how to promote the rapid and sustainable development of enterprises, the company's basic idea is to acquire Longfeng Pharmaceuticals 7 drugs as the basis for the production of pharmaceuticals, sales, tapping into the potential for increasing efficiency, and actively explore new sales models, in the market research and development, research and development and introduction of new drug varieties go hand in hand. In the research and development of the market, research and development and the introduction of new drug varieties go hand in hand, constantly exercise and cultivate the company's core marketing team, and gradually form the company's leading products. The main work at this stage is as follows:
1.1 Cultivate the core marketing ability of the company
The cultivation of core marketing ability requires a good marketing team, smooth sales channels, stable sales terminals and follow-up products. The construction of sales force is the premise and foundation for the implementation of all the company's competitive decisions, and the establishment of a professional and efficient sales force is an important step for the company to maintain its competitiveness. A good sales terminal can greatly increase the sales volume of the enterprise's products, and the good or bad maintenance of the sales terminal is directly related to the sustainable development of the enterprise.
1.2 Expand the marketing area, start the regional market linkage mechanism
After the health care reform from the product flow, the community, rural areas are becoming an important consumer market, we can consider the start of the regional market linkage mechanism, to play the advantages of the local enterprises, the combination of strong. In the varieties rely on each other, mutual transfer, distribution services to support each other, both competition and cooperation, in order to obtain higher efficiency and lower circulation costs to improve company profits.
1.3 Close to people's lives, grass-roots community promotion
Through the company to assist the community to establish community health records of residents; through the development of community promotional activities, face-to-face contact with the way to communicate with the feelings of consumers, to strengthen the effect of word-of-mouth publicity, so that the product is y rooted in people's hearts.
1.4.Strive to be included in the health insurance catalog, better service to the community
In the context of the comprehensive reform of the health care system, the enterprise to survive and develop, pharmaceutical products should be included in the local health insurance directory as soon as possible, to establish a "customer-centered" concept, in accordance with the laws of the market for the operation and management. Whoever occupies the OTC will win the world! Cultivate the brand as the most important development strategy of the enterprise, based on the regional brand pharmacies, strong combination, in order to stand firm in the fierce competition in the market, to seek development, profit.
1.6. Improve the innovation mechanism, a clear direction of innovation
According to the state to further encourage the promotion of industrial policy in the field of medicine, the development of new drugs to adapt to the aging of China's population, the generalization of diseases, the development of preventive, health care and other different functions of the drug, the development of the use of patients in economically underdeveloped areas suitable for the current drug with excellent pharmacoeconomics, the development of innovative drugs in traditional Chinese medicine, and to find new points of economic growth. Finding new economic growth points and promoting the modernization of Chinese medicine.
1.7.Smooth marketing channels, marketing resources integration
Tapping the potential for efficiency cost integration, reduce production and distribution costs. From the optimization of the internal and external supply chain combination to reduce the purchase of raw materials, product circulation, a series of costs of drug sales, through the cost of "fundamental" reduction to really reduce the wholesale and retail pricing of drugs, the realization of the value of the transfer of the real consumers benefit from the benefits.
Product research and development technology integration, the direction of investment in liquidity from advertising and promotion to product research and development and production of technological innovation to highlight the characteristics of the product and the selling point to technological innovation to improve the scientific and technological content of the product to high-tech research and development of new national drugs to win the profit margins of the market is relatively large, so that the product itself becomes a "salesman! "
These are the first time I've ever seen a product in the marketplace.
Based on the market for service integration, in the "people have my superiority", "people have my cheap" no longer have a competitive advantage in the environment, playing the integrated marketing services this card, the main contents include: ① improve the drug delivery tools, the implementation of the appointment Delivery; ② build a trading platform to change the traditional way of trading, to complete the fast and efficient purchase and sale process; ③ establish a customer relationship maintenance system (CRM), the service will be more comprehensive and more thorough;
Determine the product marketing objectives of the channel integration of the market is relatively mature drug to go to the wholesale distribution channel, the new drugs from the bottom of the channel of special drugs ---- retail terminals (including drugstores and hospitals) The new drugs and specialty drugs from the bottom of the channel retail terminal (including pharmacies and hospitals) to start.
Innovative marketing concepts for network integration, the establishment of e-commerce marketing network, and actively enter the field of e-commerce, the implementation of business-to-business (BTOB) or business-to-customer (BTOC) online trading model, through the combination of online and offline and the integration of upstream and downstream customers, to change the phenomenon of the traditional marketing method of the slow speed, long process, high cost, and to establish a new image of the pharmaceutical business enterprises in the era of knowledge-based economy. The new image of commercial enterprises in the era of knowledge economy. In view of the actual capacity of the company's supercritical equipment and will be put into the wine, beverage production line, in order to kill a road to survival in the saturated health food market, food market, wine beverage market, first of all, our marketing ideas must be innovative, especially in the product must be careful before the market, which involves the pre-market functional positioning of the product, the positioning of the consumer target, the positioning of the price, the positioning of the channel. Avoid direct competition with Paragon, Wofoo Paragon, the holy Qiluo, to create their own depth of brand culture, not only to create an authoritative department identification, the working class with the daily health food, but also to create a boutique suitable for high-end market.
First of all, through the direct sales model of guangzhou tangming biotechnology co., LTD, so that the product covers its sales terminals in the southeast coast, northeast, north and central China and other regions;
At the same time in shaanxi, gannan and ningxia, nei meng around the establishment of stores or franchises, in order to achieve the market interaction, reasonable layout, the size of the echo of the model, in the mechanism to achieve the ease of entering and exiting, to seize the first opportunity;
In the Conditions are ripe for the establishment of a well-functioning, one-stop online health care shopping guide platform with good user experience and a distinctive online brand image, to capture the customer's eyeballs and gain customer trust. The use of online service system, you can ensure that 24 hours a day someone online to answer, in the first time to eliminate customer questions, and ultimately low-cost short-cycle e-commerce model into the field of health care products, food.