Brand and culture penetrate and blend with each other, and are reflected by marketing means. With the increasing homogenization of products, prices and marketing methods, brand building and promotion have become the center of marketing work of pharmaceutical enterprises. Some powerful domestic enterprises have started brand marketing and cultural marketing. "A few years ago, while the scale of the pharmaceutical market in China was growing, the phenomenon of homogenization became increasingly serious. There are several, dozens or even hundreds of manufacturers of the same product. At the same time, due to the serious homogenization phenomenon, the vicious competition between production enterprises leads to the continuous decline of product prices, and some have reached the point where enterprises can't bear it. In this case of homogenization, it is increasingly difficult for production enterprises to occupy downstream commercial channels and terminals. Then, how do production enterprises carry out product marketing in a homogeneous environment? The author believes that the key is to carry out marketing innovation. Conceptual innovation here mainly refers to brand marketing and cultural marketing. McDonald's and Coca-Cola are so popular because their meanings are not only a kind of fast food and a kind of drink, but also contain and symbolize an American culture of "being brave in pioneering and constantly innovating". Brand and culture penetrate and blend with each other, and are reflected by marketing means. With the increasing homogenization of products, prices and marketing methods, brand building and promotion have become the center of marketing work of pharmaceutical enterprises. Some powerful domestic enterprises have started brand marketing and cultural marketing, such as Sanjing Pharmaceutical, Dong 'e Ejiao and Wanxi Pharmaceutical. Strategic innovation as a pharmaceutical enterprise, its marketing strategy involves the overall and long-term development of the enterprise. Therefore, it is a very urgent task to formulate and implement the correct marketing strategy. Enterprises should be market-oriented and adopt a set of effective management countermeasures and reasonable competition strategies. First, adhere to the famous brand strategy. Brand strategy is to combine high-quality products with high-intensity advertisements, and strive to establish the brand-name product image of enterprises, thus rapidly increasing the intangible assets of enterprises and bringing great brand-name benefits. To create a famous brand, enterprises must first ensure high-quality products; Secondly, we must satisfy the preferences of consumers. Only by meeting consumers' demand for products to the greatest extent, even leading the consumption trend and constantly bringing forth the old and bringing forth the new, can famous brands remain young forever; In addition, it is necessary to increase advertising efforts and promote products in all directions. The second is to form a marketing alliance. Marketing alliance members cooperate in marketing management and seek common strategic marketing goals. This kind of alliance is strategic, so I call it strategic marketing alliance. It concentrates the advantages of all members of the alliance and exerts the scale effect, which can greatly reduce the cost of product development, production and market development and enhance competitiveness. Pharmaceutical production enterprises and commercial enterprises should establish the concept of strategic marketing alliance, adjust marketing strategies as soon as possible, and meet the challenge of market competition. In this regard, some domestic enterprises have made useful explorations, such as the integration of manufacturers. The third is customer-centric. The core of this strategy is to establish a customer-centered enterprise concept, which is embodied in the business purpose, policy and operation of the enterprise and runs through various business concepts such as quality concept, service concept, social responsibility concept and talent concept. For example, the revised pharmaceutical industry proposed "to be a sedative drug, to be a conscience drug", and Wanxi Pharmaceutical proposed "good medicine, good medicine" and so on. To implement this strategy, enterprises must take the new concept of quality as the guiding ideology of their marketing activities, and unify the emphasis on service quality, cost reduction and profit, so that marketing organizations can consciously control the market, adapt to and guide market demand. Form a customer-oriented atmosphere within the enterprise and form a corporate culture that satisfies customers. The fourth is to carry out technological innovation. In the market competition, pharmaceutical enterprises should try their best to find and predict the potential demand and enter the blank areas of the market in various ways. In the context of national innovation, pharmaceutical enterprises should pay special attention to occupying the commanding heights of high-tech fields and high-tech industries. The key to implementing the strategy of technological innovation lies in cultivating entrepreneurs who are full of entrepreneurial spirit and good at innovation management, establishing various forms of technology development centers, encouraging cooperative innovation among enterprises, and increasing investment in technological innovation of enterprises. At the same time, the cooperation between enterprises and scientific research institutes and institutions is also indispensable. Market Innovation Under the condition of homogenization, most pharmaceutical products are represented as buyer's market. As a pharmaceutical enterprise, we should grasp the consumption trend, look for business opportunities according to the market life cycle of products, and explore the target market in a targeted manner. We should launch different products according to the characteristics of different markets. For the urban high-end market, enterprises should vigorously introduce their own innovative varieties-new drugs, and expand market share through the price advantage and relative differentiation of new drug products. For the vast rural market, generic drugs-generic drugs are the main ones, and they are developing in depth. The development of pharmaceutical market has entered a new stage. The fiercer the competition, the thinner the profits of enterprises, and the more important it is to control the access cost. The larger the enterprise scale, the higher the requirements for access to radiation and control. For relatively mature enterprises with large scale, diversified products and considerable influence, the innovation of current access mode and management mode is mainly manifested in the following aspects: 1. Directly facing the terminal. The role of middlemen in assisting product promotion is getting smaller and smaller, but the conflict between manufacturers is getting bigger and bigger, which is manifested in the anti-control of middlemen on manufacturers' access and the interception of retailers' profits. Direct control of retail terminals is the key for manufacturers to improve market radiation and control. 2. Carry out cooperation among manufacturers. This kind of enterprise cooperation can eliminate all kinds of conflicts between manufacturers and merchants in pursuit of their own interests. Because of complementary advantages, it can reduce repeated services and increase operating profits. 3. Use multiple channels. Especially in the coverage of retail terminals, the music channel is more realistic and feasible. However, due to various reasons, many manufacturers do not make good use of access terminals. Traditional marketing of integrated innovation focuses on products, prices, channels and promotions, while integrated marketing emphasizes consumers, costs, convenience and communication. The key of integrated marketing lies in paying attention to consumers' behavioral response, establishing good two-way communication with consumers, establishing long-term one-to-one relationship marketing between the two sides, so as to meet the value orientation of consumers' needs, determine high-level marketing strategies, establish brand competitive advantages, and achieve the purpose of improving market share and market share. The pharmaceutical industry has entered the era of low profit, and the means of marketing and competition between enterprises are becoming more and more homogeneous. Therefore, reducing costs, enhancing market competitiveness and increasing market share have become important tasks for enterprises. Some enterprises integrate marketing organizations, establish brand, market and consumer-oriented marketing strategies, implement integrated marketing and integrated marketing communication, and shape and enhance their own brands through media integration. As a pharmaceutical enterprise, service innovation should win competitive advantage by improving service, which has become the consensus of enterprises. Service innovation means that enterprises should change their ideas and innovate constantly in service, so that target customers can enjoy enterprise services while gaining added value and improve their satisfaction with enterprise services. Under the current market situation, if the production enterprises want to occupy the access and strong terminal, they must provide them with a series of services while bringing them good benefits, so as to strengthen the cooperation foundation between the two sides.