Development Of 999 Pharmaceutical Co.Itd.——A Giant Step Forward

In 1998, the CCCPC, the State Council, the Central Military Commission had made a joint announcement: In order to strengthen defence capacity of PLA, to accelerate the progress of reform and opening up to the outside world, the military-run enterprises would no longer pursue profit-oriented business, and to be transferred to the state council or local government. 999 enterprise group which formerly under the Logistics Dept. of PLA, is among the list of 120 giant experiments firms. In every chapter of the case study, carrying with real-life experience, the author has made a constant effort to describe the establishment and growing up process of 999 pharmaceutical CO.,LTD. In particular, this case study illustrates how 999 develops from a small college-run factory to the giant of Chinese pharmaceutical industry. In the part of case analysis, using the learned theory of Management, Marketing, Strategy, and self-earned experience as well, the author has concretely analyzed how the 999 Pharmaceutical CO.,LTD. solve the problems, such as brand name build-up, advertisement, strategy, product positioning, combination marketing and reform of state-owned enterprises.