随着国民经济水平的不断提升，国家医疗改革的进程进一步加快，拥有先进技术和营销理念的外资药企涌入中国，本土药企面临的竞争局面和挑战越来越激烈。因此，本土创新型药企对宏观、微观环境的分析研究，明确企业的优劣势、机会和威胁，建立合理的营销组合策略，实现企业可持续健康发展非常重要。本文以恒瑞医药为研究对象，针对现存：产品销售比例失调、营销策略与国外头部企业差距明显、没有利用产品互补特性、营销人员缺乏专业性及合规意识、内部管理系统陈旧以及数字媒体平台运用不充分六个方面问题。通过文献研究法、案例分析法以及比较研究法，分析了恒瑞公司的内部和外部环境，形成恒瑞医药的SWOT分析矩阵模型，同时利用STP市场战略分析方法及4P营销组合策略分析方法，为恒瑞医药的发展提供了优化设计，凝练六大方面的结论，并在以上结论基础上提出六条发展建议：1、多渠道研发增加创新药比例，自我研发与商业引入并举，降低仿制药的成本与价格的同时以创新药驱动创造新的治疗需求；2、营销模式的转型，改变资源导型销售思路，三级联动，市场医学销售共同发力，以医学创造证据，市场推动产品策略，销售落地销售事务；3、建立恒瑞产品特色的组合营销方式，以仿创结合的模式，以创新药带动仿制药，如龙头创新产品卡瑞利珠单抗联合仿制药白蛋白紫杉醇相结合的治疗模式；4、营销架构的转型，重点及发达省份专线销售，县域及普通地级市资源整合，避免成本过高及客情薄弱的销售问题；5、建立省级协调人及人员管理的新机制，以省份为单位建立省级协调人，进行资源整合的营销，各省区协调人对核心大客户的重点投入，包括准入、赞助、市场活动、医学研究等项目；6、与互联网进行亲密接触，建立恒瑞特色的互联网营销平台，联动患者创建全程疾病管理，联动客户创建便捷化学术交流方式，联动公司内部创建一体化的流程管理工具及对外形象宣传途径。本研究从实际出发，结合工作经验，对宏观和微观环境进行客观分析，该研究成果不仅可以作为恒瑞医药的参考，也适合在仿创结合的创新型药企进行实践。

With the continuous improvement of the national economy and the further acceleration of the national medical reform, foreign pharmaceutical companies with advanced technology and marketing concepts have poured into China, and the competition and challenges faced by local pharmaceutical companies have become increasingly fierce.Therefore, it is very important for local innovative pharmaceutical companies to analyze and study the macro and micro environments, to clarify the advantages and disadvantages, opportunities and threats of the company, to establish a reasonable marketing mix strategy, and to achieve sustainable and healthy development of the company.Focus on the theme of Hengrui Pharmaceutical marketing’s six problem: Disproportionate product sales, obvious gap between marketing strategies with foreign companies, inability to take full advantage of complementary features of products, lack of professionalism and compliance ,outdated internal management systems, insufficient use of digital media platforms. Through the method of literature research, case analysis and comparative research, the internal and external environment of Hengrui is analyzed and the SWOT analysis matrix model of Hengrui is formed, at the same time, the STP market strategy and the 4P marketing mix strategy analysis method are used which provides optimized design and suggestions for the development of Hengrui Medicine, and condenses the six aspects of the discussion. Based on the above conclusions, corresponding implementation suggestions are put forward: 1、Multi-channel research and development to increase the proportion of innovative drugs, simultaneous self-development and commercial introduction to reduce the cost and price of generic drugs while creating new treatment needs driven by innovative drugs2、Transformation of marketing models, change the resource-oriented sales ideas, make joint efforts in market 、medical 、sales, create evidence with medicine, promote product strategies in the market, and implement sales and sales affairs;3、Establishment of a combination marketing method with Hengrui product characteristics, in the mode of combination of generic and innovative drugs, generic drugs are driven by innovative drugs, such as the combination of camrelizumab and generic drug albumin paclitaxel;4、Transformation of marketing structure, special line sales in key and developed provinces, integration of resources in counties and general prefecture-level cities, to avoid sales problems such as high costs and weak relationships with customers;5、Establish a new mechanism for provincial coordinators and personnel management, establish provincial-level coordinators based on provinces to carry out resource integration marketing, and input of provincial coordinators to core major customers, including access, sponsorship, marketing activities, medical research and other projects6、close contact with the Internet, establish an Internet marketing platform with Hengrui characteristics, link patients to create whole-process disease management, link customers to create convenient academic communication methods, and link the company to create integrated process management tools and external image publicity channelsThe research of this article is based on the actual situation, combined with work experience, and has carried out a factual analysis of both the macro and microenvironments. The research results of this article can not only be used as a reference for Hengrui Medicine, but also suitable for practice in innovative pharmaceutical companies that combine imitation and innovation.