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1、定向招商从细节入手（Directed investment starts from the details）For the present investment situation of the pharmaceutical industry, regional differentiation of objective existence, including drug habits, economic development level, the local symptoms personality factors such as concentration, brand loyalty,
2、channel; And corporations, most of the enterprise investment strategy is stylized, concentrated expression is no matter to where there is a chess game, identical products (packaging, price, emphasis), media campaigns, staffing, policies and so on. This mismatch of bidirectional relations inevitably
3、leads to the lack of balance between the demand side and the product provider, resulting in the unsatisfactory investment effect of the enterprise. How to solve this problem effectively is the key factor to determine the investment effect.Targeted investment, is a kind of deep reading of according t
4、o oneself circumstance of the enterprise, to determine the corresponding channel, market, publicity, integrate the advantage resources to implement the new mode of targeted investment. The core of this is to clearly define the investment object and channel, and to apply the specific measures to spec
5、ific areas to attract investment. It can be very good for the enterprise to build the unique brand image of the market segment, and through the highly targeted investment promotion measures, can greatly improve the efficiency of investment promotion.One, the product, cast its place good dozen market
6、As the foundation of investment enterprises, the product is always the focus of the research. Then, the present pharmaceutical investment enterprises, in the product planning aspect, there is no clear policy strategy. Most of the time, you can look at the few, dozens, or even hundreds of products th
7、at you have in your hands. Or, they think that their products are not as good as those of others, and that their products cannot be sold well, but they can be sold from other manufacturers or businesses. , of course, the common result: investment enterprise no matter in which area, what kind of medi
8、a, any medicine show, all the products that are spare no effort to push their hands, hope every product can be made, such as the river jianwei xiaoshi tablets, white and black, sunflower stomach-recovering hundreds of millions of products, etc. Look all the domestic pharmaceutical enterprises, howev
9、er, will their products have more than three hundreds of millions of products at the same time, no one, it serves to show such a market operation strategy of big problems.In fact, the products of China merchants enterprises need to have a strategy to guide, because of the different situations in the
10、 market demand for products, to invest its good to obtain sales.1. Regional demandPharmaceutical products are more regional than other products. The south, the north, the economic conditions, the habit of medicine and so on determine the practicality of the medicine and the reality. For example, hun
11、an province is the pathogenesis of liver disease. And is the high incidence of nasopharyngeal carcinoma (NPC) in China, guangdong province, dongguan is a high incidence of lithiasis, and the northern market basic high incidence of colds, asthma, etc., these factors of reality is an important referen
12、ce of investment enterprise product marketing strategy.2. Product salesAt the time when the investment promotion enterprise has formulated the special investment strategy for the product,The sales of the companys own products in a certain place and the original sales of the same kind of products wil
13、l be an important reference for enterprises to implement product refinement and promotion. The original sales volume of the products and the large market volume, the company has the key operation to make a certain area of the star products; On the other hand, if the product itself is not sold in a c
14、ertain place, and the market has more similar products, it can be considered that the product is not to be promoted and other incremental product operation is sought.3. National policiesHowever, the national and local rules and regulations of the pharmaceutical industry, which have been introduced i
15、n the past two years, also require enterprises to take seriously the important content of the development direction. Commercial bribery whether put the perfection of laws and regulations of bidding screening, or a national health care for the third terminal market support and promotion of health car
16、e in medical system and so on, these policies promote sex or normative, will directly affect the enterprise product sales.4. The product itselfAnother aspect is the product itself, which is ultimately the products market life cycle. This is the problem of formative period, growth, maturity and decline in marketing. Different product life cycle have different market conditions, formation (i.e., drug just listed) because the drugs
