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1、STUDYONCHANNELANDPROMOTIONSTRATEGYADJUSTMENTOFASTRAZENECALUNGCANCERDRUGINNEWMEDICALENVIRONMENTABSTRACTThepharmaceuticalindustryisanimportantpartofnationaleconomyinourcountry;ithasmaintainedrapidgrowthinthepast20years.From2009to2014,compoundannualgrowthrate
2、hasreached19%,however,thegrowthhassloweddownsince2013,thepredictedyear-on-yeargrowthwillreachabout11.5%by2015.Alongwiththedeclinedgrowthrate,thecompetitionamongthepharmaceuticalcompaniesisbecomingstifferandstifferinordertocapturebiggermarketshare.Exceptfor
3、thecompetitionfromsimilarproductsofsimilarcompanies,theforeignpharmaceuticalcompanieswithexpiredpatentdrugsinChinaalsohavetofacethecompetitionfromgenericdrugsoflocalpharmaceuticalcompanies.ThegovernmenthasstartedRectificationMovementtopharmaceuticalindustr
4、ysince2013,whichbringsgreatchallengetothepromotionmodeofthepharmaceutical万方数据companies,especiallytothoseforeignones.TheRectificationMovementhasforcedlarge-scaleadjustmentonthebusinesspromotionplanamongthepharmaceuticalcompanies.Thepromotionmodeoftheforeign
5、pharmaceuticalcompanieshasalwaysabidedbytheregulationsintheEuropeanmarket.TheforeigncompanieshavetomakequickrespondingfromadaptingChinesenationalconditiontogoingbacktopureresearchpromotionmode,inordertocopewiththechangedconditionsindomesticpharmaceuticalin
6、dustry.AlthoughthereappearsgreatdropinmarketgrowthinChinesepharmaceuticalmarket,Chinahasbecomethesecondlargestprescriptiondrugconsumptioncountryintheworld,followedbyJapan,whichbringsgreatamountinvestmentfromglobalpharmaceuticalcompanies.AstheTop10multinati
7、onalpharmaceuticalcompany,AstraZenecahaskeptfastgrowthinChinesemarketsince1990s.Currently,Chinesebusinesscontributesmorethan10%intheoverallbusiness,whichmaintainsaleadingpositionamongtheotherforeignpharmaceuticalcompanies.Withthepatentexpirationofmanyimpor
8、tantproductsinthefieldofgenericdrugs,AstraZenecahastransformedtooncologyfieldgradually.ForAstraZenecaChina,howtokeepthefastgrowthofthebusinessintheemergingmarketundertheleadershipofChina,especiallythesustaine
