浅析医疗体制改革新形势下我国制药企业营销策略

目的:为我国制药企业适应医疗体制改革新形势及提升营销能力提供参考。方法:从药品营销目标市场、营销理念、价格体系等几方面综合分析新形势下的企业药品营销策略。结果与结论:医疗体制改革新形势下,制药企业必须重新规划自身的营销策略,通过挺进基层市场,从增加产品的品牌创新建设、重整营销队伍的人员结构等角度调整营销理念,调整药品的定价策略,将企业带入一个良性的可持续发展的轨道。

Marketing Strategy of Pharmaceutical Enterprises Under the New Condition of Medical System Reform

OBJECTIVE： To provide reference for Chinese pharmaceutical enterprises to promote marketing strategy under the new condition of medical system reform. METHODS： The marketing strategies for pharmaceutical enterprises under the new condition of medical system reform were analyzed systematically from aspects of the pharmaceutical target market, marketing concepts and pricing system. RESULTS ＆ CONCLUSIONS： Under the new medical system, the pharmaceutical enterprises have to reconsider their marketing strategies such as by marching into primary level market, adjusting their marketing concepts from aspects of strengthening brand innovation construction and reorganizing the staff structure of marketing team etc, and adjusting pricing strategy etc to achieve a sustainable satisfactory development.