癌症是威胁人类生命健康的重大疾病之一，在各种疾病中，恶性肿瘤的死亡率高居第二位，仅次于心脑血管病。与此同时受到新冠肺炎、三医联动改革、互联网+医疗健康等的影响，我国医药行业已经进入到全面改革的阶段，医药领域出现的全新变化，对于医药营销也开始提出全新要求。乳腺癌发病率逐年上升，R公司研发生产销售的曲妥珠单抗（赫赛汀）和帕妥珠单抗（帕捷特）针对HER2阳性乳腺癌具有靶向治疗的作用，为很多HER2阳性乳腺癌患者带来了生的希望，近75%的早期患者已逐渐走向治愈，晚期患者的生存期也不断延长。随着医疗体制的持续改革和当前市场竞争持续加剧，R公司赫帕双靶药物的营销策略手段需要进行优化调整以适应市场的变化。
本文以赫帕双靶药物的营销策略为研究主体，基于4Ps营销组合理论、PEST分析、STP分析、波特五力模型等理论，对研究主体的内部营销环境、行业营销环境、宏观营销环境进行剖析，阐述其产品、价格、渠道、等方面的营销现状和存在的问题，并且据此制定切实可行的营销优化策略，同时，提出相应的保障措施。
本研究旨在通过运用相关理论，结合企业实际，提出策略优化、措施保障，以改善赫帕双靶药物营销现状，确保其在日益激烈的市场竞争中始终具有核心竞争力，占据更多的市场份额，同时也为公司其他相似产品线的营销提供一定的指导意见，最终使得R制药企业树立良好的品牌效应，实现持续健康的发展。

China's medical manufacturing industry has been developing well for a long time. At present, under the influence of COVID-19,the linkage reform of three doctors, Internet plus medical health and so on,China's pharmaceutical industry has entered the stage of comprehensive reform, and new changes have already appeared in the medical field. There are also new requirements for pharmaceutical marketing. The incidence rate of breast cancer is increasing year by year. Herceptin and Perjeta, developed and sold by R Company, are targeted drugs for treating HER2 positive breast cancer, which benefit many patients. Nearly 75% of early patients have been gradually cured, and the survival time of late patients has been prolonged. With the continuous reform of the medical system and the increasing market competition, the marketing strategies of HP dual-target drugs need to be optimized and adjusted to adapt to the changes of the market.
In this paper, the marketing strategy of HP dual-target drugs is taken as the research subject. Under the guidance of 4Ps marketing mix theory, STP analysis, PEST analysis and Porter's five forces model, this paper analyzes the internal marketing environment, macro marketing environment and industry marketing environment of the research subject, and expounds its products ,prices, channels and promotions are expounded. Aiming at the proposed marketing problems, targeted and feasible marketing strategy optimization measures are formulated, and safeguard measures are put forward to ensure the implementation of optimization strategies.
The purpose of this study is to improve the marketing status of Hepa's dual-target drugs through a series of strategic optimization and adjustment measures, so that it can keep its own advantages in the fierce market competition, compete for a larger market share, and also provide certain guidance for the marketing of other similar product lines of the company, finally enabling R pharmaceutical enterprises to establish a good brand effect and achieve sustained and healthy development.

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