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现今医药市场的规模不断扩大,整个行业都在进行激烈的竞争。振东集团研究的抗癌行业也日趋白热化,怎样在新的竞争环境下,巩固自己的市场占有率,及开拓新的市场,是振东集团面临的严峻问题。本文以国内抗癌药物领先企业振东集团为研究对象,以swot分析方法,从经济、政治、科技三个方面分析振东集团面临的外部环境。以产品、价格、渠道、促销四个方面说明怎样应对市场竞争。把这些方法相结合,研究振东集团在当前政策形势下,通过把握现有营销模式,提高企业的发展。
As the scale of the pharmaceutical market continues to expand, the entire industry is fiercely contending. The anti-cancer industry researched by Zhendong Group is also getting hotter day by day. How to consolidate its market share and open up new markets under the new competitive environment is a serious problem that Zhendong Group faces. In this paper, the leader of the domestic anti-cancer drugs Zhendong Group as the research object, using swot analysis methods, from the economic, political, scientific and technological aspects of Zhendong three facing the external environment. To explain how to deal with market competition in terms of product, price, channel and promotion. The combination of these methods, research Zhendong Group in the current policy situation, by seizing the existing marketing model to improve the development of enterprises.