The AR Medicine Industry Company Lanqishibao Health Eye Drops Market Marketing Strategy Research

Since the beginning of 21st century, the pursuing of high quality life has become the main melody of people. Environment pollution, competition pressure, quick work rhythm, and change of the life style, all the factors above cause disease incidence rate rise obviously, and along with the health education popularization, the medicine market will have better prospects for development. In order to win in the heated competition, AR Drug Company decides to enter eye care liquid medicine market after in-depth investigation. The new product Lanqi is initiated based on the knowing of costumers' demand and the company's internal resources. In order to launch the new product successfully, the marketing strategy becomes the key point.The paper first puts forward the theory basis of marketing strategy, and then makes analysis of Lanqi's exterior marketing environment. By means of careful analysis of current industry conditions of eye care liquid medicine, the conclusion that AR Drug can enter this new market is brought out.After that, the paper introduces the AR Drug Company and the new product of Lanqi; then elaborates the internal marketing condition of Lanqi. Based on the author's working experience in AR Drug and combining the STP analysis of Lanqi, Lanqi's market orientation, target market and the 4P strategies are confirmed. At last, some feasible advices on implementing marketing strategy so as to launch Lanqi are advanced.The paper regards market demand and consumer needs as the guidance, and by integrating AR Drug's reality, explores the marketing strategy of launching the new eye care liquid medicine, which aims to give reference on marketing model to new products launching of middle and small scale drugs manufacture enterprises.