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Bristol-Myers Squibb Company Monprial Products Marketing Strategy Research in China

Author: LiangWenKui
Tutor: WuZuo
School: Lanzhou University
Course: Business Administration
Keywords: Hypertension Drugs Marketing Bristol-Myers Squibb Evidence-Based Medicine
CLC: F426.72
Type: Master's thesis
Year: 2010
Downloads: 174
Quote: 1
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Abstract


China's aging population has come, hypertension-induced cardiovascular disease is the cause of death in the first factor, but also to become one of the public issue of the Chinese government. In recent years, the Chinese government is constantly masses pharmaceutical expenditure, improve the quality of life of residents. Bristol-Myers Squibb Company is the first market of one of the world's top 500 pharmaceutical companies in China, to expand. Monopril hypertension can the company's products better and more Service in the majority of patients with hypertension in China, we begin with the analysis of the characteristics of the Chinese pharmaceutical industry, elaborated on the competitive corporate R \u0026 D institutions and advantages, competitors products operating status in China, competitors large clinical medicine research analysis, combining facilities Squibb Company's internal strengths and weaknesses, SWOT analysis and comprehensive marketing theory determine Monopril products in the cardiovascular department and the Department of Nephrology, market segmentation and positioning sections , at the same time apply 4P theory and product life cycle theory, the formation of a the Monopril marketing program, through the implementation of the new market solutions, improve Monopril net product sales and market growth rate, extension of the Bristol-Myers Squibb Company hypertension Monopril product life cycle, improve the competitiveness of enterprises in China, Bristol-Myers Squibb Company. Evidence based medicine is important thinking and the starting point of this thesis, market segmentation and competitive innovations of this thesis, is the use of evidence-based evaluation of drugs or bad international medical evidence to compare the quality of drugs between enterprises, a list of each competition large-scale clinical trials of drugs for rival firms such as VALUE study VALIANT study to evaluate the strength of the indications of the drugs selected from the point of view of evidence-based medicine and distinguish between competitors, and competitors differentiated market competition, these large-scale clinical study, according to are published in the international medical journal published in the first-line medicine abroad Lancet (Lancet) and New England (N Engl J Med) magazine. Its role and significance of the guide clinicians medication guide. The pharmaceutical industry is a special industry, and other industries in the impact of product sales of key factors such as price, channels less affected, the product of evidence-based medical research plays an important role in the sales process, the drugs at the same time is the separation of users and decision-makers, the doctor drugs used by decision-makers, to grasp the medicine expertise and the right to prescribe, this paper analyzes customer orientation is a doctor, from the perspective of evidence based medicine medical professional medication important decision-making factors analysis and positioning products, large-scale clinical trials and evidence based medicine to elaborate on the advantages and disadvantages of the drugs to influence doctors drugs selection. This paper uses the form of large-scale clinical study competitors were summarized, and a more detailed list of the purpose of large-scale clinical studies, selected crowd contrast to drugs, the results of the study, the combination of the treatment of high blood pressure medicines different mechanism system introduced while in part the use of medical jargon and professional Latin language.

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