I. Analysis of China's pharmaceutical market environment
1) Competitive environment of pharmaceutical enterprises
For more than 50 years since the founding of the country, China's pharmaceutical industry has experienced an uneven course of development, and has made great contributions to the cause of people's life and health. Since China's first "medical representatives" appeared in 1988 in Schweppes, the early 1990s, to foreign-funded enterprises, medical representatives to enter the terminal hospital promotions for the beginning of the end, clinical promotion and become the domestic pharmaceutical enterprises to promote the sales of a model, after more than a decade of development, with more and more pharmaceutical companies to enter the foreign enterprises to the state-owned enterprises, private enterprises, from a few to the majority of the enterprises, the spread and the development of the domestic non-healthy environment, and the development of the domestic pharmaceutical industry in the non-healthy environment. Development, and changes in the domestic non-benign soil, the previous kind of clinical promotion has undergone qualitative changes, medical representatives are not just between the pharmaceutical companies and clinicians product consultants, to the doctor to pay the prescription fee has almost become the golden rule of promotion. Some small and medium-sized enterprises in order to survive, clinical work has become a major magic weapon for the promotion of drugs, pharmaceutical companies and business units are hospitals as the main battlefield of market competition, have to hospitals stationed in the medical representatives, sales representatives of the good show of mixed, in pursuit of personal interests and ignored the overall interests of the community and the enterprise, so that the drug market has gone to a monstrous road. At the same time accompanied by the kind of disorder, the management of the management of the department is out of touch with the vicious competition brought about by the inflated prices of medicines this is the current pharmaceutical market environment, change the current situation, not only is the competent authorities of the problem, but also pharmaceutical companies want to jump out of this circle of the problem.
2) WTO under the pharmaceutical competitive environment
With China's accession to the WTO, the further opening of the pharmaceutical industry, some of the international pharmaceutical companies and large commercial circulation enterprises to enter, so that China's pharmaceutical enterprises have entered a period of integration. Some of the domestic pharmaceutical companies previously imitation-based drugs, due to the efficacy of drugs and intellectual property rights, its competitiveness will be greatly reduced, the previous foreign enterprises are sold through the agency model will also change, and ultimately will affect the entire pharmaceutical environment.
3) national pharmaceutical policy and health care reform on the pharmaceutical market environment
September 30, the pharmaceutical industry anti-commercial bribery self-examination and self-correction is over, the Ministry of Health is working to develop the scope of commercial bribery, to further clarify the boundaries between bribery and normal business sponsorship, and how to prevent and combat the "ballooning" to develop the standards and rules. Prevention and control of commercial bribery in the pharmaceutical industry will become a regular presence, the era of gold sales will end, the era of specialized marketing has come. National Development and Reform Commission, "the pharmaceutical industry," the Eleventh Five-Year "Development Guidelines" promulgated, given the five-year timetable for health care reform, to fundamentally change the "medicines for doctors," the establishment of social pharmacies to open the prescription system to accelerate the progress of the separation of pharmaceuticals, the realization of the three-tier health insurance system, which will fundamentally affect the sales model of prescription drugs
II. In the current pharmaceutical environment, the basic competitive strategy of pharmaceutical enterprises
1) the formation of cost-based competitive advantage in the market
First of all, to strengthen the internal management of their own enterprises, management can not only out of the benefits and can improve efficiency and reduce costs, management of the contents of such as production management, personnel, marketing, finance, etc., the key to the enterprise itself to take the situation of the enterprise itself to take the enterprise's own Management mode can really benefit, in order to reduce operating costs. Secondly, increase investment in research and development, research and development of some of the drugs in the clinic have special therapeutic effects, apply for patents, the use of its irreplaceability, to achieve relatively high profits, the profits then used to expand in other manufacturers of the same quality varieties of the overall size of the company, thus further reducing operating costs, improve the competitive advantage of the whole enterprise in the market.
2) the formation of intangible resources based on the competitive advantage
In today's increasingly competitive environment, intangible resources become more important, high quality and good price in the bidding to win, the brand is a hegemony, is a chain of memories, the brand has a powerful suggestive role. Pharmaceutical companies with other consumer goods, like a good brand, on the best-selling, more prominent in the OTC drug sales. Pharmaceutical companies to obtain the brand, first, to strengthen the research and development capabilities, to develop drugs with special therapeutic effects, is the most important and most core competencies for the survival and development of the company, in the prescription drugs to obtain the trust of clinicians. Secondly, to strengthen the management ability of the company in order to improve the business level of professional promoters, which invariably also establishes the brand awareness of the company. Third, to establish an overall marketing concept, the company must effectively set up for patients to relieve the pain of disease fundamental business concepts, starting from the end customer rather than the production process to start the strategy, only have a good marketing strategy in order to set up their own good image of the brand.
Three. Marketing strategy of pharmaceutical enterprises in the new situation
The development of pharmaceutical marketing strategy is a process of identifying, selecting and developing market opportunities, the process of completing the tasks and objectives of the enterprise, there are many specific marketing methods and approaches, focusing on containing the drug market segmentation strategy, the drug market competition strategy, the drug market development strategy and the drug marketing mix strategy.
1. Market segmentation marketing strategy, through the identification of consumer groups with different types of consumer needs and desires, the entire market is divided into a number of sub-markets, sub-markets. The purpose is to find the most favorable market segments in the large market for enterprises, select the most effective target market, the development of the most effective marketing strategy, conducive to the enterprise to combine their own strengths and the characteristics of the market segments, focusing on the limited resources, operating market vacancies in the drug, so as to achieve the maximum economic benefits, but also conducive to the enterprise to constantly adjust the marketing strategy.
2. The market competition strategy of drugs, pharmaceutical companies to develop marketing strategy, not only to market segmentation, catering to the needs of target customers, but also for the same target customer service competitors, in order to be able to make the enterprise invincible in the competition. Market competition strategy is the enterprise for their own survival and development, in the competition to maintain or develop their own strength position and determine the enterprise goal and achieve the goal to fight for the organic combination of strategies. The development of market competition strategy, first of all, to clarify their own competitive position, based on the market structure, clear what kind of competitor they do, so as to take different strategies. Secondly, we should adopt the value of drug use, drug prices, research and development technology, service, time aspects, to explore their own competitive advantages.
3. Drug market development strategy, pharmaceutical companies in the selection of target markets, the development of market strategy at the same time, but also to study and develop the drug market development strategy, that is, the enterprise to expand reproduction, market expansion, the development of business strategy, first of all, we must carefully determine the status of the enterprise's existing business and products, a number of business and product strategic profitability potential should be assessed and analyzed, the limited resources to the development of the business and products of good economic efficiency. We should evaluate and analyze the strategic profit potential of many businesses and products, and use our limited resources to develop businesses and products with good economic efficiency. Secondly, through the assessment to determine the strategy, part of the business was abandoned and eliminated. Therefore, it is necessary to develop new business, new products, open up new markets, and formulate new business development strategies for the enterprise.
Finally, the enterprise has determined the target market, the development of the corresponding competitive strategy and market development strategy, faced with another decision-making task is to start from the needs of the target market, based on the internal conditions and the needs of the external environment, for the enterprise to formulate a reasonable, by the marketing mix of the marketing mix composed of the overall marketing mix.
4. Pharmaceutical marketing mix strategy, that is, the enterprise comprehensive use of its controllable marketing tools, the implementation of the optimal combination of them, in order to achieve the best marketing results, the use of 4PS (product, price, distribution channels, promotions) and 4PS (customer needs and desires, the customer's cost, convenience, communication) and other controllable marketing tools. However, the marketing mix is influenced and constrained by many uncontrollable external marketing environments, especially the objective environment. Such as the current aging population, a series of national laws and regulations, the introduction of health care reform policies, WTO, economic globalization and integration, enterprises should closely monitor the macro-environmental trends, adjust the marketing mix of the enterprise and the external environment to adapt to the enterprise to take the initiative, the key to success and development. Enterprises should be good at these controllable factors and uncontrollable factors to adapt.
Four. Pharmaceutical marketing mix 4PS program
1. Drug variety program, so that an important element of pharmaceutical marketing, pharmaceuticals should be a holistic concept, at the same time to establish the concept of pharmaceutical quality. Drug variety program requires companies to pay attention to their own production of drugs at different times in the life cycle of the use of different competitive strategies, and must focus on the development of new products, and constantly update the product, the foreign company is precisely by virtue of its new product research and development technology and the unique pharmaceutical market.
2. drug pricing program, drug prices is currently a very sensitive issue, but also the center of gravity of the health care reform, along with the current bidding prices, Shunga price, the impact of affordable pharmacy drug pricing program is particularly important, the WTO tariffs on some imported medicines will be further reduced, will inevitably lead to the price of imported medicines downward on the formation of some of the domestic generic drugs a huge impact on the price of some moderate efficacy of the drugs to the domestic generic drugs. Moderate efficacy of drugs on the domestic generic products is a disastrous impact, so in the new environment, pharmaceutical companies how to consider the pricing of their products is particularly important.
3. Drug distribution channel program, the domestic pharmaceutical companies long-term marketing model, so that pharmaceutical companies have formed a large channel dependence, pharmaceutical companies need to establish a stable pharmaceutical distribution channels.
4. Drug promotion program, with the introduction of the country's new pharmaceutical policy, pharmaceutical companies in the new form must be introduced into a healthy promotional model, a new marketing mechanism, mainly in the following areas to further strengthen the marketing:
1) to give up the previous kind of doctors such as hard work, advertising, promotional fees, prescription fees and other modes of adherence to the customer service oriented, accelerate product development and brand cultivation, and reintegrate sales channels.
2) can be promoted through academic promotions, academic promotional sales, mainly refers to the process of pharmaceutical sales, academic publicity and academic activities to promote sales, this sales model, the requirements of enterprises and business personnel is relatively high, requiring companies to have a very complete academic network. Very specialized knowledge of the sales staff, currently applied more in foreign-funded enterprises. In the academic sales process, such as not a good grasp, will also involve commercial bribery. Academic sales, is the current form of sales, in all aspects is a recognized way.
4) can carry out digital marketing, the development of the IT industry, the application of e-commerce, for marketing to inject new vitality, online trading of drugs began to become a reality, with e-commerce to speed up the entire pharmaceutical industry has an incomparable advantage of strong, while you can save money but produce greater benefits, the use of online surveys can be collected to the customer's preferences and buying methods, but also better for their services, thus reflecting the era of personalized marketing. They serve, thus reflecting the characteristics of the era of personalized marketing.
V. Summarize
In the face of the new pharmaceutical situation pharmaceutical enterprises should be tracked at any time the changes in national policy, increase their own hardware, software renovation work, through the financial price adjustment strategy, pay attention to the development of the product, adjust the target customers, change the traditional way of promotion of the gold, pay attention to their own brand strategy, pay attention to the development of the market, to adopt the correct competitive strategy, should be taken in recent years as a market opportunity, the entire pharmaceutical industry after a major consolidation, who is the most important thing to do, and the most important thing to do. Pharmaceutical industry after a major consolidation, who grasp the opportunity, who will eventually be able to stand firm in the market, to respond to environmental changes to take the right competitive strategy, continuous innovation is the winning formula.