Today, when the market economy is dominant, understanding the characteristics of users' demand behavior is crucial for enterprises to formulate and adjust their corporate strategies and marketing strategies. In this survey, we conducted a questionnaire survey on key personnel in the equipment procurement process of 194 pharmaceutical companies (including purchase decision makers, opinion influencers, and actual purchasers) as a pharmaceutical machinery demand behavior for pharmaceutical companies. The basis for feature analysis.
First, the analysis of user information acquisition channels
Today, with the development of information, there are many ways for people to obtain information. As a special consumer group, the pharmaceutical industry has its own characteristics, as shown in Figure 1:
From the above information, the purchaser still relies mainly on the information sent by the manufacturer as the main information acquisition channel, and 72.2% of the users use the channel as the main channel for information acceptance; in addition, the exhibition and the industry usually spend the same time. Communication is also one of the main channels. Today, when the network is developed, many users in the industry also use the search engine as the main means of finding information, and find related information such as product information and manufacturer information. These users account for 49.5% of the total sample. It can be seen from the above figure that traditional flat media and popular online media still occupy a place in the user's information acquisition channel.
In terms of magazine selection, the "Guiding Guide for the Pharmaceutical Industry Market", as a rising star in the industry, has become a major publication in the pharmaceutical machinery industry due to its well-targeted and comprehensive information, and has become a major publication in the pharmaceutical machinery industry, 53.6%. Users will take the initiative to read; "Pharmaceutical Machinery" as a long-established magazine in the industry, is also very popular, ranked second, 48.5% of users will take the initiative to consult the magazine, "China Pharmaceutical Industry Magazine" and "Chinese and foreign pharmaceutical procurement The Guide is tied for third place.
In terms of choice, China Pharmaceutical Machinery Network ranked first with a 48.5% selection rate, and HC Pharmaceutical Industry Business Network followed closely with a 42.3% selection rate.
From the perspective of the user's demand for information, the information that the user Zui hopes to obtain is concentrated on the product information, price information and industry dynamics of the pharmaceutical machinery, and the other information needs are slightly weaker.
Second, the factors affecting user procurement
Pharmaceutical companies will consider a variety of factors in the implementation of equipment procurement behavior, and then choose the brand that needs to be purchased. Through investigation and analysis, the main factors affecting consumers include the following five points:
1 Product quality 2 Product performance 3 Brand awareness 4 Machine price 5 Reputation and strength of production enterprises
When users purchase equipment, they will put the quality of the product in the * position when choosing the brand due to the consideration of their own product quality standards.
Product performance and brand awareness have a certain correlation, product performance is high, quality is good, and the popularity is naturally high. The word-of-mouth of the product is established. When purchasing equipment, enterprises will first consider some well-known brands, which will have certain influence on purchasing decisions. From the current situation, pharmaceutical companies are not very concerned about the equipment manufacturers' service.
Third, the procurement process analysis
According to the survey data, most companies do not have a fixed procurement plan for the procurement of pharmaceutical machinery, but they can purchase it directly from the equipment manufacturer as needed. Only a few large companies will develop a procurement plan for the next year at the end of each year, bidding on the basis of this plan or purchasing directly from the manufacturer. In the purchase method, the proportion directly purchased from the manufacturer is 69.1%, and the remaining 30.9% is tendered. The demand for equipment purchase is generally raised by the production department, while the department responsible for equipment management is mainly responsible for the selection of products, and the decision of the company's senior leaders to buy or not. The replacement period of equipment is generally more than 3 years, and 8-10 years is high.
Fourth, product awareness and satisfaction
Among the many pharmaceutical machinery products, we chose the support of drying equipment and concentrated extraction equipment, and evaluated the product popularity and usage satisfaction of these two equipments. The data shows that the drying equipment market in Jiangsu Province, Changzhou Fanqun Drying Equipment Co., Ltd. ranked first with a 20.6%* mention rate, and the visibility of other companies is relatively scattered. The popularity of concentrated extraction equipment is also very fragmented, and the situation of each company is similar. Relatively speaking, the pharmaceutical machinery companies in Jiangsu and Zhejiang have a high rate of mention.
The user is not satisfied with the use of drying equipment and concentrated extraction equipment. In the following score sheet, 5 points indicates that they are very satisfied, 4 points indicate satisfaction, and 1 point indicates that they are very dissatisfied. According to the user's rating results, the satisfaction of the two devices has not reached a satisfactory level. The satisfaction of the drying equipment was 3.71 points, which was slightly better than the 3.63 points of the concentrated extraction equipment.
Overall, from the statistical results of market research data of pharmaceutical machinery, the maturity of the pharmaceutical machinery market is still at a low level. Due to the high value of pharmaceutical machinery itself and long service life, prices are still the key to market competition. Therefore, the market competition should further control costs and lower prices; adapt to the new market operation mode, make network business and product information transparent, adjust production according to market demand, improve technology and service level, and continuously improve the cost performance of products. Improve user satisfaction, establish a brand image, and lay the foundation for winning the market.
In summary, with the rapid development of China's pharmaceutical industry market, the increase in demand has brought a vast reality and potential market to the pharmaceutical machinery industry, driving the development of the industry. Although the number of pharmaceutical companies will be reduced after the GMP certification is rectified, due to the large base of pharmaceutical companies, the number of companies retained is not a small number. The demand for pharmaceutical machines for normal equipment renewal and technological transformation is also a considerable market. Prospects are promising. In addition to the development of the food production equipment market, China's pharmaceutical machinery manufacturers will actively explore the foreign pharmaceutical market and participate in international competition, which will definitely lead to the development of China's pharmaceutical machinery industry. In the next few years, the pharmaceutical machinery industry will maintain a growth rate of more than 15% and have a good development momentum.
First, the analysis of user information acquisition channels
Today, with the development of information, there are many ways for people to obtain information. As a special consumer group, the pharmaceutical industry has its own characteristics, as shown in Figure 1:
From the above information, the purchaser still relies mainly on the information sent by the manufacturer as the main information acquisition channel, and 72.2% of the users use the channel as the main channel for information acceptance; in addition, the exhibition and the industry usually spend the same time. Communication is also one of the main channels. Today, when the network is developed, many users in the industry also use the search engine as the main means of finding information, and find related information such as product information and manufacturer information. These users account for 49.5% of the total sample. It can be seen from the above figure that traditional flat media and popular online media still occupy a place in the user's information acquisition channel.
In terms of magazine selection, the "Guiding Guide for the Pharmaceutical Industry Market", as a rising star in the industry, has become a major publication in the pharmaceutical machinery industry due to its well-targeted and comprehensive information, and has become a major publication in the pharmaceutical machinery industry, 53.6%. Users will take the initiative to read; "Pharmaceutical Machinery" as a long-established magazine in the industry, is also very popular, ranked second, 48.5% of users will take the initiative to consult the magazine, "China Pharmaceutical Industry Magazine" and "Chinese and foreign pharmaceutical procurement The Guide is tied for third place.
In terms of choice, China Pharmaceutical Machinery Network ranked first with a 48.5% selection rate, and HC Pharmaceutical Industry Business Network followed closely with a 42.3% selection rate.
From the perspective of the user's demand for information, the information that the user Zui hopes to obtain is concentrated on the product information, price information and industry dynamics of the pharmaceutical machinery, and the other information needs are slightly weaker.
Second, the factors affecting user procurement
Pharmaceutical companies will consider a variety of factors in the implementation of equipment procurement behavior, and then choose the brand that needs to be purchased. Through investigation and analysis, the main factors affecting consumers include the following five points:
1 Product quality 2 Product performance 3 Brand awareness 4 Machine price 5 Reputation and strength of production enterprises
When users purchase equipment, they will put the quality of the product in the * position when choosing the brand due to the consideration of their own product quality standards.
Product performance and brand awareness have a certain correlation, product performance is high, quality is good, and the popularity is naturally high. The word-of-mouth of the product is established. When purchasing equipment, enterprises will first consider some well-known brands, which will have certain influence on purchasing decisions. From the current situation, pharmaceutical companies are not very concerned about the equipment manufacturers' service.
Third, the procurement process analysis
According to the survey data, most companies do not have a fixed procurement plan for the procurement of pharmaceutical machinery, but they can purchase it directly from the equipment manufacturer as needed. Only a few large companies will develop a procurement plan for the next year at the end of each year, bidding on the basis of this plan or purchasing directly from the manufacturer. In the purchase method, the proportion directly purchased from the manufacturer is 69.1%, and the remaining 30.9% is tendered. The demand for equipment purchase is generally raised by the production department, while the department responsible for equipment management is mainly responsible for the selection of products, and the decision of the company's senior leaders to buy or not. The replacement period of equipment is generally more than 3 years, and 8-10 years is high.
Fourth, product awareness and satisfaction
Among the many pharmaceutical machinery products, we chose the support of drying equipment and concentrated extraction equipment, and evaluated the product popularity and usage satisfaction of these two equipments. The data shows that the drying equipment market in Jiangsu Province, Changzhou Fanqun Drying Equipment Co., Ltd. ranked first with a 20.6%* mention rate, and the visibility of other companies is relatively scattered. The popularity of concentrated extraction equipment is also very fragmented, and the situation of each company is similar. Relatively speaking, the pharmaceutical machinery companies in Jiangsu and Zhejiang have a high rate of mention.
The user is not satisfied with the use of drying equipment and concentrated extraction equipment. In the following score sheet, 5 points indicates that they are very satisfied, 4 points indicate satisfaction, and 1 point indicates that they are very dissatisfied. According to the user's rating results, the satisfaction of the two devices has not reached a satisfactory level. The satisfaction of the drying equipment was 3.71 points, which was slightly better than the 3.63 points of the concentrated extraction equipment.
Overall, from the statistical results of market research data of pharmaceutical machinery, the maturity of the pharmaceutical machinery market is still at a low level. Due to the high value of pharmaceutical machinery itself and long service life, prices are still the key to market competition. Therefore, the market competition should further control costs and lower prices; adapt to the new market operation mode, make network business and product information transparent, adjust production according to market demand, improve technology and service level, and continuously improve the cost performance of products. Improve user satisfaction, establish a brand image, and lay the foundation for winning the market.
In summary, with the rapid development of China's pharmaceutical industry market, the increase in demand has brought a vast reality and potential market to the pharmaceutical machinery industry, driving the development of the industry. Although the number of pharmaceutical companies will be reduced after the GMP certification is rectified, due to the large base of pharmaceutical companies, the number of companies retained is not a small number. The demand for pharmaceutical machines for normal equipment renewal and technological transformation is also a considerable market. Prospects are promising. In addition to the development of the food production equipment market, China's pharmaceutical machinery manufacturers will actively explore the foreign pharmaceutical market and participate in international competition, which will definitely lead to the development of China's pharmaceutical machinery industry. In the next few years, the pharmaceutical machinery industry will maintain a growth rate of more than 15% and have a good development momentum.
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