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A STUDY ON INVESTMENT STRATEGY SELECTION FOR BIG BRANDS OF PHARMACEUTICAL ENTERPRISES
FAN, XIULIAN
FAN, XIULIAN
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Thesis/Dissertation
Date
2025-08
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Math & Science Education
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https://doi.org/10.34944/nech-wg77
Abstract
With the rapid development of national economy, intensified opening up of the pharmaceutical industry, and deepening reform of the medical system, the business environment faced by Chinese pharmaceutical companies is undergoing tremendous changes. As a vital industry to the national economy and people’s livelihood, it is of critical significance for pharmaceutical industry and even the health industry that the pharmaceutical industry can correctly assess its own competitive advantages in the face of increasingly fierce competition at home and abroad, and integrate resources to cultivate and enhance its core competitiveness, thus gaining the upper hand in domestic and international competition.
Product is the lifeblood of corporate survival. The development of big brand with an annual sales exceeding RMB 1 billion has increasingly become a hot spot for pharmaceutical companies. This study analyzes the strategies and approaches for pharmaceutical companies to select competitive big brands from the perspective of core competitive products of the pharmaceutical companies. Firstly, it analyzes the main elements of core competitiveness of big brands, and constructs a big brand evaluation index system through the investigation and screening of specific factors and principal component analysis. The evaluation indicators include: factor 1: influence of the pharmaceutical company and sales of the product, including the market acceptance of the drug, the production and supply capacity of the drug, the sales scope of the drug (the domestic sales scope), the market share of the drug, the market growth potential of the drug, the annual sales of the drug over RMB 1 billion, the production scale of the drug manufacturer, and the reputation of the drug manufacturer (including visibility and recognition); factor 2: scale and influence of drug exports, and influence of the domestic drug list, including the drug list, whether the drug is included in the basic drug list or the basic medical insurance list, the sales scope of drug exports, and the annual sales of drug exports; factor 3: R&D value of the drug, including the unit price of the drug, whether the drug has independent intellectual property rights, and the added value of the drug (such as production technology, and appearance, etc.); factor 4: effect of the drug, including the efficacy of the drug (such as effective rate, and cure rate, etc.), and the incidence and harm of the adverse reaction of the drug; factor 5: special effects of the drug, including whether the drug is for treating difficult diseases, and substitutability of the drug (whether there are similar products with same indications). Levoamlodipine Maleate Tablets (Xuan Ning) produced by CSPC Ouyi Pharmaceutical Co., Ltd., Compound Danshen Dripping Pills produced by Talsly Holding Group, Houttuynia Cordata Injection produced by Shineway Pharmaceutical Group Ltd., and NBP Soft Capsules produced by CSPC Pharmaceutical Limited, which are four big brands certified by the Ministry of Science and Technology, are chosen as the test objects to verify the feasibility and validity of the model.
In view of the increasingly strict safety control over clinical big brands, the incidence of adverse reactions of the big brands has become an important factor in considering and selecting big brands. In this study, a standard game theory model is used to determine the optimized incidence of adverse reaction of big brands, and a game theory equilibrium model of optimized incidence of adverse reactions is constructed.
This study plans to analyze the strategies of pharmaceutical companies for big brand development from four aspects: product, price, distribution and promotion based on the Marketing Theory of 4Ps.
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