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Study on the marketing strategy of BJFK Medicines Co

Author: XuRenYu
Tutor: LiuZhuoLin
School: Nanjing University of Technology and Engineering
Course: Business Administration
Keywords: pharmaceutical enterprises Marketing Marketing Strategy
CLC:
Type: Master's thesis
Year: 2013
Downloads: 26
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Abstract


Since July, GlaxoSmithKline’s "bribery" event triggered the vibration of the whole medical industry. It has caused the social reflection on the pharmaceutical industry marketing system. Marketing model of pharmaceutical companies has become the object of social criticism. The pharmaceutical industry is facing challenges from the government, the media and consumers. On the other hand, the formation of marketing status quo of China’s pharmaceutical industry is worthy of our in-depth study.Since the reform and opening up, China’s rapid and stable development of economy as continuously improved the level of health care. The enhancement of people’s living standards promotes the rise of medical needs. The pharmaceutical industry is a technology-intensive, capital-intensive industry. Along with the constant changes in the market, pharmaceutical companies’marketing strategy also needs to be increased accordingly. After joining the WTO, the large numbers of multinational pharmaceutical companies enter China. In recent years, as the government has increased investment in the field of medicine and health, Chinese pharmaceutical enterprises ushered in a development opportunity. In this paper, the theory of the marketing strategy in the form of case studies, research, analysis of Chinese pharmaceutical company marketing status quo and existing problems. Into the analysis of the pharmaceutical market in recent years in China, and BJFK pharmaceutical companies SWOT analysis as well as pharmaceutical companies marketing status quo of BJFK analysis, I want to identify the problems of the corporate marketing links, the design of a viable enterprise marketing strategy combinations to enhance business efficiency.The innovation of this paper is closely combined with the actual situation in China, and this paper gives theoretical analysis of the policy focus in recent years. Through the theoretical description and analysis, this paper identifies the general rules of enterprise marketing strategy; and the theoretical results will be used to the corporate marketing practices.

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