- LuckySXyd
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More than three ways
With the customer market continuously differentiation and can use the new marketing channels appeared more and more production enterprises to adopt multi-channel marketing system. When the production enterprise established channels for marketing system, various channels to serve the same target market generated when the conflict is multi-channel conflict, sometimes also called overlapping conflict. For example, a drug manufacturing enterprise and use the Internet distribution platform, sales team and three channels of drugs middlemen, Internet marketing platform, sales team, the conflict between the three channels middlemen channels is conflict. This conflict is mainly manifested in the sales network disorder, price difference, etc. In the Internet age, multi-channel conflict has a new form of e-commerce and conflict between the traditional channel. When the multi-channel conflict occurs, the production enterprises should attach great importance to guide the channel member compete effectively between various channels, balance and coordination of influence. At present, the pharmaceutical marketing channel conflict is the major form of vertical and horizontal channel conflict channel conflict, especially with the level of channel conflict for most of the day and the most frequent conflicts. It should be pointed out that, not only channel conflict in the development of an enterprise system, causes adverse effect on certain conditions, some of the channel conflict would be better to enterprise distribution targets.
Pharmaceutical enterprise marketing for six methods to break
Pharmaceutical industry is divided according to international standards and international industry, belong to one of the world"s fastest growing trade. But the current situation of domestic 4000 pharmaceutical producing enterprises, nearly two-thirds of facing crisis!
Its survival crisis comes first, three, the insufficient r&d input 5% of sales in the western developed countries (15-25), and most of the "into" the short term rapid generics. Secondly, the circulation of commercial bribery, pharmaceutical industry in the normal process of losing discourse drug trade, which seriously restrict the normal operation of the industry. In addition, joint venture enterprise transformationmanagement pattern began holding or owned, and firmly occupied our key regional market and high-end products market, most of the pharmaceutical market profits by foreign capital.
Now on the pharmaceutical sales field of commercial bribery, implementing reform policies andusa mechanism under the environment at home and abroad, the pharmaceutical industry development and sale mode enormous changes.
The OTC market, march
Recently, the over-the-counter market hyperactive, whether it is the inevitable, or regulations medication that policy orientation, OTC is absolutely block let medicine enterprises big-eyed fat.
The global pharmaceutical big alligator is very sensitive, domestic market olfaction seductive OTC dinner already into the plan, they hunt of OTC strategy in China again. The early entry into China, Shanghai xian janssen square, etc, are already worm squibb kang, nasdaq ShiErKang, such an OTC drug in domestic FuRuJieZhi is already. Roche will China into global 10 big core OTC one country, Pfizer, bayer, dr ma as Germany into OTC according to the blue brother zhiyang master to data shows, xian has dominated the OTC janssen 64%, and business in the next 5-6 years, the firm will completely change even pure OTC enterprise. Thus, the numerous medicine enterprises into is the trend of The Times OTC.
In recent years, the market situation in face of the terminal medicine prescription to promote enterprise feel more and more difficult, marketing channel is narrow, marketing way. First prescription shall, in the popular media advertising, then is the drug concentration in all bidding, encounter health-care directory "threshold, followed by another greater scope and the amplitude of the drug prices to cure directory operation policy, pharmacy sales by prescription drugs must purchase. Insurance breed more years in hospital, pharmaceutical sales competition has intensified. This has been a main apis, prescription pharmaceuticals, the operation of the original, now start without involving the OTC market into OTC medicine. In the 21st JinWei"s pharmaceutical based on him, he introduced his qualifying dimension and dimension of multidimensional element fields as children, women"s market.
- 小教板
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3. Conflict over fruit Road
With the continuing segmentation of customer markets, and can use the new emerging marketing channels, more and more manufacturers use multi-channel marketing system. When the manufacturer to establish multi-channel marketing system, the different channels serve the same target market is the conflict arising from multi-channel conflict, sometimes referred to as cross-conflict. For example, a bulk drug manufacturer also use the Internet to sell platforms, sales force, brokers three drug sales channels, then Internet marketing platform, sales force, brokers conflict between the three channels is the multi-channel conflict. This conflict mainly in the sales network disturbance, such as price differences. In the Internet era, multi-channel conflict with a new form - e-commerce channels and traditional channels of conflict between. When multi-channel conflict, the manufacturers should pay attention to between the guide channel members to compete effectively, balancing the various channels of influence, and be coordinated. At present, our pharmaceutical marketing, channel conflict is the main manifestations of the level of channel conflict and vertical channel conflict, especially in the level of channel conflict in the changing commodity as the most important and most frequent representative of the conflict. Be pointed out that the yes, channel conflict is not must only right Qiye channel system development potential adverse impact in certain circumstances, a number of channel conflict will better facilitate the realization of enterprise distribution Mubiao.
Medical Breakthrough Marketing Six ways to find
Medicine is classified by international standards, international industry, one of the 15 categories, among the world"s fastest rising industry trade growth. But the current status quo is more than 4000 pharmaceutical companies, nearly 2 / 3 facing a crisis!
Its survival, there are only three reasons, first of all, pharmaceutical companies R & D investment less than 5% of sales (15% -25 Western countries%), and went into the "quick" on generic drugs. Secondly, the circulation of commercial bribery, resulting in the pharmaceutical industry in the normal course of trading drugs lose the right to speak, seriously hampered the normal operation of the industry. In addition, the joint venture business model transformation began holding or sole proprietorship, and firmly hold the key areas of our market and the high-end market, pharmaceutical market, most of the profit is foreign to grab.
Now in the fight against commercial bribery drug sales areas, such as the implementation of new drug approval mechanism for changes in the policy environment, the domestic pharmaceutical industry is facing tremendous development and changes in sales patterns.
First, enter the OTC market
Recently, non-prescription drug market, very active, whether it is the general trend of self-medication, or regulations cited in the policy-oriented, OTC definitely be envious of the fat blocks for pharmaceutical companies.
Global pharmaceutical giants in the market sense of smell is very sensitive to the domestic OTC attractive meal plan already included in their hunting, colors OTC Raiders launched in China frequently. Early into the United States, GlaxoSmithKline, Xian Janssen, Shanghai Squibb already well ahead of others, a sense of health, Miconazole Nitrate, Theragran other OTC medicines in China is notoriously bad. Roche OTC China into one of the world"s 10 core countries, Pfizer, Bayer, Germany into the OTC, etc. According to Dr. Ma Lan Chile Colombia to the foreign master data, guides the OTC has occupied 64% of the entire business segments, while In the next 5-6 years, the U.S. GSK will be completely transformed into pure or OTC companies. Thus, many pharmaceutical companies into the OTC is a general trend.
In recent years, the market situation, to the first terminal for medicine-based promotion of prescription drugs to feel more and more difficult business, and marketing channels to narrow, marketing is limited. First, prescription drug advertising in the mass media can not, then be gradually expanded throughout the bidding and purchasing of drugs, then they run into health insurance directory "threshold", then it is wider and the magnitude of the Medicare drug price reduction policy directory surgery, pharmacy sales prescription drugs must be purchased with a doctor"s prescription. Medicare varieties increased year after year, sales of medicines in hospitals is also increasing competition. In this regard, has been active pharmaceutical ingredients, prescription drugs as the main business of Xinhua Pharmaceutical, without involving the original on the OTC, OTC cold medicine is now beginning to enter the market. Minsheng Pharmaceutical VITA 21 Golden release of the little gold on the basis of U.S. VITA VITA areas such as multi-dimensional elements in the market for children, women market.