我国非专利药市场存在的问题与制药企业的市场发展策略探讨

Problems Occurred in the Generic Drug Market and Discussion on the Market Developmental Strategy for Pharmaceutical Enterprises

目的:为我国制药企业确立非专利药市场发展策略提供参考。方法:以市场营销学原理为基础,采用文献检索和实证分析法。结果与结论:总结出我国非专利药市场存在的主要问题,并提出根据企业特点,选择特色品种;实现营销创新,关注农村市场,扩大市场份额;建立战略联盟,合作竞争,打造非专利药龙头;创立非专利药品牌,占领高端市场等可行的策略。

OBJECTIVE： To provide references for Chinese pharmaceutical enterprises in establishing developmental strategy for generic drug market, METHODS： This study was bases on the theory of marketing together with literature retrieval and demonstration analysis. RESULTS ＆ CONCLUSION： This paper has summarized the chief problems lies in the Chinese generic drug market and put forward some feasible strategies for the pharmaceutical enterprises such as to choose varieties of specific features based on the characteristics of enterprises; to achieve innovation in the marketing and to focus on the country market so as to enlarge the market share; to establish strategic alliances so as to strive to be the leader of generic drugs through collaboration and competition; to occupy the top market by establishing brands for generic drugs.