China's Pharmaceutical Machinery Industry Market Research Report (iii) - Pharmaceutical

Part II: Pharmacy Machinery industry User needs analysis

In Market economy Dominant today, for the enterprises, to understand the needs of the user behavior characteristics of the formulation and adjustment for the enterprise Corporate Strategy And Marketing Strategy is essential. In this investigation we are 194 pharmaceutical companies in the equipment purchases of key sectors ( Package Include the purchase decision makers, opinion influencers and the actual buyer) conducted a survey, as a pharmaceutical company's pharmaceutical machinery needs analysis based on behavioral characteristics.

First, the user access to information analysis

In the information era, people's access to information are many. The pharmaceutical industry, as a special unit Consumption Groups, information received channel has its own characteristics, as shown in Figure 1:

Information available from the chart, the purchaser is still mainly rely on the information sent to the manufacturer as the main access to information, there are 72.2% of users are receiving the information channel as the main channel; In addition, the exhibition The industry is also usually the main channel of communication. In the Internet era, industry many users use search engines as the primary means of finding information, find product information, manufacturer information, and other relevant information, this part of the user accounts for the total sample of 49.5%. From the above chart shows the user access to information, the traditional print media and the popular media still holds a place in the network.

In Magazine Choice, "Guide for the procurement market, the pharmaceutical industry," as industry's rising stars, as well specific issue, the information comprehensive and increasingly well known in the industry, is already in the pharmaceutical industry become the largest mechanical publications, 53.6% The user will take the initiative to read; "pharmaceutical machinery" as the industry has a long history of the magazine, known also high in second place, 48.5% of users will take the initiative to access the magazine, "China Medicine Industry magazine "and" Chinese and foreign pharmaceutical procurement guidelines "tied for third place.

Site selection, network with China's pharmaceutical machinery selection rate of 48.5% ranked in the top, HC Pharmaceutical industry Business Network to select the rate of 42.3% followed.

Demand for information from the user perspective, users want the information the most concentrated in the pharmaceutical machinery of product information, pricing information and industry dynamics, other aspects of the information needs of weaker level.

Second, the user purchases factors Pharmaceutical companies in the implementation of equipment procurement actions will take into account various factors, and then select buy Brand . Through investigation and analysis of key factors affecting consumer include the following five points:

1 quality performance 2 3 4 machine brand prices five manufacturers of credibility, strength

Users to buy equipment for their own quality standards when consideration when choosing the brand will be more the product quality as the first.

Product performance and brand awareness has a certain relevance, high performance, good quality, well-known natural high, the product of word of mouth set up enterprises in the purchase of equipment, will first consider some well-known brand, thus purchasing decisions have an impact. From the current situation to consider the pharmaceutical industry equipment manufacturers Service Concerns was not high.

Third, analysis of the procurement process

According to the survey data, for the purchase of pharmaceutical machinery, most companies have not fixed the procurement plan, but needed to keep the equipment manufacturer to buy. Only a small number of large enterprises will be developed each year by the end of next year's procurement plan, the basis of this scheme to tender or to purchase directly from manufacturers. The purchase method, the ratio of direct to the manufacturers to buy 69.1%, 30.9% with the remaining tender. The general demand for the purchase of equipment made by the production department, the department responsible for equipment management is responsible for product selection, decision-making by the senior leadership to buy or not. Equipment replacement cycle is generally more than 3 years, 8-10-year maximum.

4, product awareness and satisfaction In many pharmaceutical machinery products, we choose Drying equipment Extraction equipment, support and enrichment, respectively, these two product awareness and use of equipment satisfaction with the test. Data show that drying equipment market Changzhou Fanqun Drying Equipment Co., Ltd. with 20.6% of the first rate top of the list mentioned, other companies known more scattered. Concentration profile extraction equipment is very scattered, similar to the case of all enterprises. Relatively speaking, Jiangsu, Zhejiang and pharmaceutical Machinery Enterprises Mentioned higher.

Users concentrated extraction equipment drying equipment and the use of satisfaction is not high. The score in the following Table , 5 minutes were very satisfied, 4 satisfied, 1 means very dissatisfied with the score based on user satisfaction with these two devices have not reached a satisfactory level. Satisfaction of drying equipment for the 3.71 pm, the situation is slightly better than the 3.63 concentration extraction equipment.

Overall, from the pharmaceutical market research statistical mechanical results, pharmaceutical machinery market maturity is also at a low level. As the value of pharmaceutical machinery in itself large, long life cycle and other reasons, the price is still a market Competition Key. Therefore, the main competition in the market to further control costs, and lower prices; adapt to new market operation mode, the network business, product information transparency, and adjust production according to market demand, technological and service levels to continuously improve product cost, improve customer satisfaction, brand image and lay the foundation for the win market.

Summary, as China's rapid development of the pharmaceutical market, increased demand for machinery for the pharmaceutical industry a broad market reality and potential, stimulating the development of the industry. Although pharmaceutical companies GMP Certification After consolidation, the number will be reduced, but the base of pharmaceutical companies as large companies do not retain a small number of the normal renewal of equipment, technological innovation on the demand for drugs is also available machine

by: gaga

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