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1、MarketingstrategiesofGMPsyndrome（GMP综合症的营销对策）MarketingstrategiesofGMBsyndrome（GMP综合症的营销对策）AccordingtotherelevantdepartmentsofSFDAstatistics,beforeJuly1st,throughtheGMPcertificationofpharmaceuticalenterprisesinabout3100,accountingfor60%ofthecountry.Thereare2000enterprises,nearly900workshopswereforced
2、tostopproduction.EnterprisesthathavepassedGMPaccountfor90%ofthedomesticpharmaceuticalmarket,andthedrugscoveral1thecommonlyusedclinicalproducts,whichcancompletelymeetthemarketdemand.Thereisasayingintheindustry:butGMPGMPisdead,too!Infact,GMPisnotanadministrativetypeofdeathlaw;theimplementationofGMPisa
3、neconomictypeofdeath.ButtherewaslittlenewsornewsthataroundanumberofsmallandmediumenterprisestoabandonGMPcertificationinJuly1staftertheclimaxcontinued,issaidbyGMBtoreducetherepeatedlowleveloftheoriginalbuildingislost!However,smallandmedium-sizedpharmaceuticalcompanieshavepassedthenationalGMPcertifica
4、tion,butitisdifficulttoberecognizedbythemarket,generallysufferingfromGMPsyndrome,thefollowingauthoronthisissue,talkabouttheirownthinkingandcountermeasures.Oneofthesymptoms,operatingcostssubstantialIyimproved1,thecostofimprovingtheclinicalperformance(1)thecostofpassingGMPisprohibitive11isunderstoodth
5、atGMPhasmorethan80certificationrules,includingmorethan200inspectioniternsetc.druglabelsandinstructionsforuse,ordrug,involvesmanyaspectsofsoftwareandhardware,managementcontent,theimplementationofGMPisacomplicatedandhugesystemengineering.Accordingtopublicinformation,on1ythetransformationofafactory,ent
6、erprisesspendlessthantheamountofmillionsoffunds,morethantensofmillionsofdegrees.AccordingtothesurveyresearchcenterChinasocialeconomicsurveyinconjunctionWithrelevantassociationsChinapharmaceuticalenterprisecompetitivenessresearchgroupinSichuan,anareaofatotalof21pharmaceuticalcompanies,fixedassetsof1.
7、8million,totalinvestmentandthetransformationofGMP5companiesis220millionyuan.Theannualoutputvalueofanenterpriseisonly10millionyuan,thescientificresearchstrengthisveryweak,only30varietiesandtheproductionofgenericdrugstomaintain,financing50millionyuanthroughtheGMPcertification,howtomaketheequipmentidle
8、,whatproductionvarieties,hasbecometheproblem：seeingloanmaturity,whilethesalesamountisstagnating,lettheenterpriseresponsibleforpeoplescorchedbytheflames.Xi,anpharmaceutical1imited1iabi1itycompanyspent35mi11ionyuanrenovationoftraditionalChinesemedicinepreparationworkshopandpassedtheGMPcertification,th
9、eannualproductioncapacityof50millionyuanincreasedtonearlybillionyuan,butbecauseoperatingcostsincreasedby20times,thepressureascanbeimagined.(2)theoperationcosthasbeengreatlyimprovedAIlcompanieshavesomeGMPafterincreasedoperationalcosts,theauthorheardenterprisemadeinthegovernmentheldameetingtosolvereal
10、businessproblems:thegovernmentwillallowustomovebacktothenonGMPworkshopproductionoftheoriginaljoke.Thehighoperatingcostsaremanifestedinthefollowingaspects:#61548:firstofall,theproductioncostshavebeengreatlyimproved:theutilitieshavebeensubstantialIyimproved;forexample,apharmaceuticalcompanyinGuangxiha
11、son1yoneelectricitybi11permonth,anincreaseof10thousandyuanmorethanthatoftheoriginalnonGMPworkshop.GuangdongJiangmensomepharmaceuticalcompaniesthroughtheGMPcertification,productioncoststhantheoriginalincreaseofmorethan30%.Theincreaseinproductioncostswillmakesomeoftheprofitmarginsthatoriginallyre1icdo
12、nsalesvolumes.?managementcostsincreased:strictlyinaccordancewiththeGMPstandardmanagementoperations,makingmanagementcostssoared,butalsoalotofenterprisesoverwhelmed.?lowproductionefficiency:thecausesofthe1owefficiencyofthefollowingmainreasons:theselectionofequipment,equipmentinstallation,nowrongworker
13、shaven,tmasteredthetechnicalparametersoftheequipment,withoutlearningcurve.?newplant,equipmentoperationisnotskilled,theproductsproducedhighrateoffailure.2,tosolvetheprescriptionPrescriptionone,large-scaleproduction,improveefficiencyRapidincreaseofproductionworkersonequipmentproficiency,stopproduction
14、byagroupofcompetentgettersintheshortterm,tograsptheoperationtechnology,shortenthelearningcurveandreducethecostoflearningcurve.Onlyinthiswaycantherateofdefectiveproductsbereducedassoonaspossible,andtheadvantagesofthenewequipmentwi11bebroughtintoplay,Improvetheproductionefficiency,inthefiercemarketcom
15、petitionenvironment,largescaleproduction,andstrictlycontroleverylinkcosts,isundoubtedlytheonlypropercoursetotakeenterprisestoWinthecompetitiveadvantageoflowcost.Withthecostofrawmaterialsandvariouscostsdown,thetotalcostisautomaticallyreduced.Thesalespriceis10yuanthesameproduct,ifthecostfromtheorigina
16、l5yuandownto3yuannow,sotheenterprisecannotdevelopnewconsumers,occupynewmarket,butalsofromtheexistingmarketsharetowinmorethantheoriginalsalesprofit.Prescriptiontwo,assoonaspossibletopreventproductionoftechnicalpersonneltotacklekeyissues,shortentheproductionoflearningcurvetimeIntheprocessofproducingap
17、roductmultipletimes,itisobservedthattheamountofresourcesneededtoproduceaunitofproductioncontinuouslydecreasesastheamountofaccumulatedoutputincreases.Thediminishingeffectofinputfactorsandrelatedcostsisthelearningeffect.Withtheincreaseoftheproductionquantityofproductstogetaproductneededtimeandmaterial
18、consumptiondecreasedduetoaseriesoffactors,thesefactorsinclude:reducingtheworkerstowork,improvetheproficiencyoftheworkingmethodsandprocessimprovement,wasteandrepeatedwork.Thelearningcurve(empiricalcurve)requiresskilledindustrialworkers.TheproductionprocessoperationandautomobiIedriving,workersneedlove
19、,sensitivetorepeatedexplorationtomachines,ski1led,andmustbeintheactualoperationtoberipeinstudents,andgraspthecharacteristicsofthemachine.ProficiencyinthemachineisnotaShOrt-termlearningcando,isaneedfortimeexperienceprocess.Manypharmaceuticalcompanieson1ypayattentiontothehardwareinvestment,donotpayatt
20、entiontothetrainingofskilledindustrialworkers,theresultscanimprovetheefficiencyandeffectivenessofthenewequipment,newmachines,butnottheadvantage,lowefficiency,oftenwrong,thisisnotthemachinefault,faultmanagementtraining.Irespectfullysuggest,theGMPpharmaceuticalcompanies,aresearchgroup,quicklyestablish
21、eddayandnight,tofindoutthemachineworkingconditions,Iechnicalparametersandoperationrules;masterthekeycontrolpointsofeachprocess,assoonaspossibletoshortenthelearningcurveforthetime,reducetheproductionprocesstimeandrawmaterialconsumptioncost.Prescriptionthree:lookingforfast,highvolume,sharpmarketingmod
22、elssuchasterminalintercept,conferencemarketing,urbanandruralpromotion.1.ookingforagents,etc.Toreducetheamountofmoneyneededforsale.Symptomsoftwo:idlecapacity(1)clinicalmanifestation;InShanghai,GuangdongandotherplaceshavepassedGMPcertification,theoutputvalueofenterprisesevenaccountedformorethan90%ofth
23、ecity,Stotaldrugproduction.ChinaPharmaceuticalEnterpriseManagementAssociationexecutivepresidentYuMingdethink,afterGMPcertification,China,spharmaceuticalindustryovercapacityoveral1situationwillaggravate.Itisunderstoodthatalmostal1pharmaceuticalenterprisesintheGMPtransformation,havevaryingdegreesofexp
24、ansion.Manyenterpriseshavetheideathatitisdifficulttoborrowfunds,butalsotobuildtheworkshop,butalsotobuyequipment,whynotbuildmorethanoneproductionline?ThisidealeadstoasubstantialincreaseintheproductioncapacityofenterprisesaftertheGMPtransformation.SuchasMaoxianggroup,sacquisitionofMcihePharmaceuticalC
25、o.1.td.afteraGMPproject,atotalinvestmentof95million895thousandyuan,aftertheformationofextractionof500tons,100mi11ioncapsules,500milliontablets,pills,oralliquidproductioncapacityof100mi11ion.CentralPharmaceuticaltransformationofTianjinlasted3yearsunti1completion,thetotalinvestmentof60mi11ionyuan,thep
26、roductioncapacityincreasesgreatlythaninthepast.StatisticaldatafromtheBcijingconpartpharmaceuticaleconomicandtechnologyresearchcenter,throughtheGMPcertificationofenterprises,about65%oftheproduction1ineputenough;morethan50%businessownersinnewvarietiesaround.(2)diagnosisandtreatmentprescription:OEMgene
27、rationprocessing,digestion,idlecapacity.ThedirectoroftheSFDwhiteboardsaidthattheproductionofdrugsbyentrustmentwascommoninforeigncountriesandthatsocialresourcescou1dberationallyused.TherevisedDrugAdministration1.awofChinaalsomadeaclearprovisionforthis.Onthisquestion,Shou1dalsobeinlinewithChina,snatio
28、nalconditions,andgraduallystepclosertointernationalpractice.tpresent,wemustimplementtheissuedlawsandregulationstoensurethesmoothproductionofpharmaceuticalentrustedproduction.Prescription1:crosscombinationOEM:Enterprisescanactivelyseektocooperatewithsomelargepharmaceuticalenterprises,andbecometheirpr
29、oductionworkshop,andearnproductionprofits.Becauseofnonewproductfollow-up,SMEsfacedifficultiesinstartingGMP.CanNorthSouthcooperationandNorthSouthenterprisestohelpenterprisescommissionedprocessing,SouthNorthenterprisestohelpenterprisesOEM,orsomethingcooperation,sowewillgreatlyreducethecostoftransporta
30、tion,especiallyforthesaleofsmallradiusofheavywater,whichissuitabletogranules.Prescriptiontwo:verticaljointOEM:solvingtheOEMimpulseofcirculationenterprisesInfact,drugentrustedprocessinghasbeeninexistenceforalongtime,andpharmaceuticaldistributionenterprisesorpharmaceuticalmarketingpersonnelhaveentrust
31、edthemanufactureofpharmaceuticalcompaniestoaccountforthelargestproportionofentrustedprocessing.MainlyengagedinpharmaceuticalbusinessinShenzhenKangFuIndustrialCompanyChairmanTangWeimingtoldreporters:inthepastsomeofthedrugsbyprocessingmoresubtle,suchastheSouthernChinacoastalareahasbeeninasneakywayforH
32、ongkongpharmaceuticalproducts,donotgothroughanyformalities.WiththeStandardizationofthepharmaceuticalindustryandtheincreaseofidlerateofpharmaceuticalequipmentafterGMP,thepharmaceuticalprocessingbusinesswillbemoreheated,andtheupwardenthusiasmofthecirculationcompanieswillcontinuetorise.Iknowapharmaceut
33、icaldealerinSichuan,expressedhisdesiretodevelopdrugs,sothatmanufacturersOEMOEM.Themedicinecirculationenterprisedynamicofdrugsalesmarketandfuturetrendsareabletobettergraspandknowwhatproductscanbringprofitfortheenterprise,butoftentofindsuchproductsandspendenormousenergy,butalsototheexclusivemanufactur
34、erZhunzixclassofdrugsetc.Farmar,improveproductfactoryprice,pressagentprofit,sothatagentsindifficultposition.saresult,theyareeagertodevelopproductswiththeirownintelIectualpropertyrights.ButbecausetheyhavenoGMPworkshop,theycannotproject,whichbringsopportunitiesforpharmaceuticalenterprises.Itisentirely
35、possibletoworkwiththeseenterprisestodevelopproductsfortheirexclusiveproduction.Prescriptionthree:OEMforforeignpharmaceuticalcompaniesHere,specialattentiontodomesticpharmaceuticalcompaniestopayattentiontoandforeignpharmaceuticalgiantmultinationalcorporation,foritsOEM.CheaplaborChineseandrelativelyche
36、approductioncosts,candodrugsforforeignpharmaceuticalcompaniesinChinaoutsourcingproduction,buttheproductionprocesstheoriginalChinesepharmaceuticalbackwardandunstableproductqualitygreat1yhindersthepatternofahMPcertificationforaccountedforforeignpharmaceuticalcompaniesinChineseproductionoutsourcingclea
37、ningobstacle.JiangsuandZhejiangprovincesofthepharmaceuticalcompanieshavebeguntotrythis,suchastheUnitedSlatesZhejiangHisunMerck,Suzhou1.idaforWyethpharmaceuticalprocessingandsoon.Globalwel1-knownpharmaceuticalenterpriseshaveal1enteredChina,Ibe1ievethisshouldbealargermarket.October13,2004,wasthefirstm
38、ajorpharmaceuticalcompaniesoftheFarEastShanghaiXinyipharmaceuticalsofficiallyannounced,thefactoryhasbeenestablishedthefirstFDAwiththeUnitedStatesandtheEuropeanUnionCGMPstandardsolidpreparationproductionbaseofourcountrystate-ownedpharmaceuticalenterprises,thetotalinvestmentwillreach200millionyuan.The
39、productionbasedesignannualproductionof5bi11iongrain,inadditiontotheproductionofXinyiitselflistedEuropeanmarketdrugs,butalso1istcdEuropeanmarketofpharmaceuticalOEMproduction.Prescriptionfour:rapidimitationofexpiredtraditionalChinesemedicineprotectionvarieties,andpatentexpiredvarieties,orrapiddevelopm
40、entofhealthfood,digestionandproductioncapacityRDconstraints,genericdrugsarestilldominant.Chinaspharmaceuticalmarkethasbeendominatedbygenericdrugsforalongtime.ASaresultofinstitutionalreasons,long-termRDfundsareseriouslyinadequateanddonotpayattentiontoRf),sothatenterprisesdonothavenewproducts,thereisn
41、osustainabledevelopmentcapacity.PharmaceuticalcompaniesareexemptfromGMPcertification,andbecauseofthelargeamountofmoneybeingdepositedonGMPprojects,andmos11yloans,thereisnomoremoneyforresearchanddevelopment.Butcapacityisreallymagnified,sogenericsremaindominant,foralongtimetocome.1.owlevelimitationandp
42、ricewarwillstillbethemainstreamphenomenoninthemarket.About60%ofSMEsinvaryingdegreestowithstandnewresearchanddevelopment,bankloans,marketingchannelconstruction,lackoffundsenormouspressure.Thismakestheenterprisesurgentlyneedtoseebenefitsintheshortestpossibletime,suggesttotakesometechnicalcontentisshor
43、t,flat,fastlowprojecttotrytoimitatetheprotectionoftraditionalChinesemedicineaspressingdanger,goodmarketprospectsduetovarieties,varietiesofpatentexpiration.Anotherideaistodeveloporbuyhealthfoodassoonaspossible,tostarthealthfoodproduction,healthfooddevelopmentcycleisshort,lessinvestment,itcanberegarde
44、dasagoodrecipefordigestivecapacity.Threeofthesymptoms,theproductproductioncostsincreased,pricesincreased,competitivenessdeclined1,symptoms:Smailscale,poorbenefits,compelitivedec1ineThepresentsituationofourcountry,Sdrugisaccountedfor70%ofthemarketforgenericdrugs,profitsaccountedforonly30%;andthemarke
45、tshareof30%ofthedrug,itsprofitisashighas70%,throughtheGMPcertification,drugpriceswillbehigher,becausedepreciationthroughGMPisfarlessthanitsprofits.Thereisnoprofitbecauseofgenericdrugs,genericdrugsarelessprofitable,cannotcompensatefordepreciationandinterestonloans.Fromthesmal1andmedium-sizedenterpris
46、esprofitlevel,theoriginalmarketcompetitionhasbeenveryintense,andhasintensified,somerelyonpricewarandwinthetemporaryinterestsofthesmal1andmedium-sizedpharmaceuticalenterprises,afterGMPcertification,withtheincreaseofrawmaterialcostsandoverallcosts,increasedoperatingcosts,butalsomakesitsownthepriceadva
47、ntageofthemomentcometonothing.Inmarketcompetition,facingthehighcost,smal1andmedium-sizedpharmaceuticalenterpriseswillbeforcedbyreducingtheirprofitratiotogainnewadvantages,inordertousethepriceofweaponsandcompetitorsrushtoahigherlevel.Inthisway,moreandmoresmallandmedium-sizedpharmaceuticalenterprisesa
48、reenteringunprofitablestatus.Thecompetitivenessofsmallandmedium-sizedpharmaceuticalenterpriseshasbeenfurtherweakened.2,tosolvetheprescriptionTheauthorputsforwardthefollowingcountermeasures:Prescription1:abandonthefollowingzeroprofitproductproduction,selectpotentialandprofitableproducts,focusonlarge-
49、scale!Notafraidofsomeproductionlineshutdown.#61548specializesinproducingindividualvarietiesdirectlyforseverallargepharmaceuticallogisticscompaniesThisisdifferentfromOEM,buttheirproductsspecificallyforseverallargelogisticscompanytodo,inordertoreducetheintermediatelinkagent,theformationofdirectsupplypriceadvantage,increasethelargelogisticscompany,spurchasequantityandpurchasefrequency,reducethesalesprocessmanagementfees,andquicklyexpandthemarket.Ifyourmarketingeffortsandmarketingnetworkcoveragetotheseplaces,andthereisthebestnetworkoflargepharmaceuticallogisticsenterprisessuch
