Study Of Xian-Janssen OTC Marketing Strategy

With the market competition becoming more impetuous and products becoming more similar day and day.On the basis of theory of business and product-oriented,the idea of marketing has developed to 4CS theory of customer-oriented.And tend to combine.With market economy being built and becoming perfect.People's living is increasing on and on,our country's medicine and insurance system has being reformed greatly,executing hospitals and medicine separated and medicine management by kinds system.A new normal medicine market-OTC market will come facing many pharmaceutical enterprises."He is a great man who can discover trend",in order to accommodate the trend of medicine and insurance reform,on the basis of marketing activities of pharmaceutical Ltd,this thesis analyses its marketing strategy.By studying detailedly OTC medicine entering Chinese market,country's policy and marker potentiality ,combining enterprise'scompetitive condition and products by swot analysis.This thesis rearrange marketing combination strategy and especially discourse strategy,price strategy ,channel strategy,terminal promoting strategy,advertisement strategy.Changing marketing concept and brand marketing are key steps emphatically in this thesis which also offer target management in marketing,venture management in OTC market and marketing procession administration and stimulation.At last,the study of this thesis aims at putting forward the new idea of the OTC medicine marketing strategy and realizing it everlasting and can be used for the trade which are to enter OTC market.