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Competition from products to enterprise competition is the inevitable trend of development of pharmaceutical market

Number of visits: Date:2010年11月18日 11:36
 Competition from pharmaceutical companies to enter the market economy has gone through several phases, has been competition from the products to the market competition stage to stage, operation stage competition. Each stage has its distinctive competitive features, at this stage as long as a key competitive factor captured, you can step ahead of the competition. Rely on a certain point advantage, leading to long-term has passed. Competition in the future, only the good in all aspects of good business to have the ability to Everlasting, long invincible. Well, the good companies in the pharmaceutical market have been what stage it? All stages of good business standards are what?
First, the good product → good business
Good product is good business, the stage is the era of product shortages, mainly in the planned economy and market economy consciousness. This stage product shortages, planned production, plans to purchase. As long as companies have a good product to sell do not worry about the problem, even though the companies still have no concept of the rapid development of marketing. China, like drug companies that year four families of antibiotics, Hayao, stone medicine, antibiotics and other enterprises Lukang and generic drugs products in short supply, even in the manufacturers can buy products to find a relationship between the manufacturers of commercial companies to look at his face, to whom products to whom the money is. What a beautiful day!
Second, a good product + good marketing, good business →
When the product supply and gradually improved, the company found that only good product is not enough to meet a good marketing tool. Only to seize the market can come to the fore. As a result, prescription drugs the most effective way is to open academic conferences, first in the city will open a large academic, to the hospitals open, to open sections, together with the academic and professional background information on the medical representatives. The foreign representative of this model all the way for the smooth, like Yeung Sum, GlaxoSmithKline, Pfizer and so on. OTC is the largest advertising, the more the better high-end media was also no access to the current distribution, marketing assistance and other means, the product has been sold off the goods. Yeung Sum of Miconazole as China and the U.S. GSK's Contac, Guizhou, a wonderful athlete's foot net, Chengdu Enwei of Jieeryin and so on. Aerial bombing policy to all get together with none other. Health care is a human wave tactics, to achieve seamless coverage in rural areas surrounding the city. Let battle a variety of promotions, television, newspapers, tabloids, posters. Bustling! Three as the representative of health care products companies are marketing a great success. Starting to focus on the business of marketing.
Third, a good product + good marketing, good company + good policy →
When the joint venture's marketing and advertising display their talents, with the depth and pharmaceutical market economy, the influx of products. Were added in sales means a major way, "hanging money", this way it is "severe", did not take much swept through the pharmaceutical market, has become the main marketing tool, a time for many enterprises do not want this operation had to give in, this so-called the "invisible hand" in control, companies that complain incessantly, but could do nothing. You do not follow this rule, will not be competitive, even if products are also good. During this period the most chaotic market order, to the normal consequences for the pharmaceutical market competition is also the most serious form of the interests of the chain loop, breaking the interests of the chain, there should be compensation mechanism, you have to re-establish the balance of interests. Just at this stage, social security, essential drugs, OTC catalog, prices, tenders issued a series of policies, enterprises can be resolved only access to these passes the threshold of the competition. What business solution at this stage is good, what the fast development of enterprises. This is a special period of the product, if only to stay on the policy change, do not attach importance to product development and brand building, gradually regulate the market, regulators to strengthen the case, relying on "policy" of the enterprise must be to survive the first challenge. The company would not have long-term vitality....

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