Research On Marketing Strategy Of ZSM Pharmaceutical Company

With the widespread application of Information Technology in China, eye exhausted problem has become popular in our life. During the 17 years that ZSM Eye Drops which was produced by Jiangxi ZSM Pharmaceutical has went up to the market, it has been popular with extensive consumers because of its steady quality and low price. In 2004, the turnover of the company has reached the best result ever. But after2005, with more and more intensive market competition, ZSM Eye Drops faces a more server market situation. Many problems about the ZSM Pharmaceutical itself have revealed. That makes the turnover stayed without progress for the first time. Facing this though situation, ZSM is badly in need of a clear marketing strategy to direct the company's marketing work.This thesis focuses on marketing management as its research direction. Under the guide of relevant theories, it uses the business reality of ZSM Pharmaceutical as the background, first analysis the external environment which ZSM is facing: It summarizes the industry character and development trend of the eye drop market, generalizes the evolution character of the competition structure and the rival's marketing management measures, and concludes some development changes of the consumer demand; Next, it analysis the marketing situation and problem that ZSM itself has now, including the leading product is single, the target consumer is narrow, and brand image is too old and the channel thrust is inadequate etc. Then based on the SWOP analysis of the ZSM Pharmaceutical, it puts forward the marketing target and marketing measure structure; And through careful analysis of the eye drop consumer group, relocates the target market of ZSM and plans system measures in brand building and popularizing, product tapping and development, price planning, channel rebuilding and mode improvement; In the end it put forward some concrete suggestion in aim of the practice of marketing strategy including the idea changing, organization adjustment and marketing team management.The conclusion of this thesis is: as to an old company with a mature product, it should keep an eye on the consumer demand and rival's change, and adjust the strategy of its product, price, channel, popularization according to the change of market in order to keep the competitive power in the market. The market is dynamic, so is the marketing strategy. The stock still ideas and strategies will sure be eliminated by the market. This thesis put forward some suggestions and advices on marketing strategy based on the field research all by myself and analysis and collection of some materials. It should have some reference function in reality of the ZSM Pharmaceutical's marketing work now.