Study On TaiZhiAn As OTC Variety Marketing Combination

At the present medicine market in China, the market degree and scientification degree have been greatly improved. Marketing strength will become the direct embodiment of medicine enterprises' competitive capability and vitality. But due to the formation of the buying party and the existence of "Medical treatment" and "Medicine as a remedy" without any real difference, the present medicine market in China is still lacking of real modern marketing. Under the new circumstances, for Chinese medicine enterprises, a pressing matter at the moment is to draw into a healthy and modern marketing mechanism and step on a healthy marketing road. It is of great necessity to conduct a study on the marketing of medical products.Through analyzing the marketing environment, researching on the marketing theories such as marketing combination, and combining the new situation of coexisting of opportunities and challenges in the present medicine market, the SWOT analysis on the marketing environment of NNN medicine industry has been conducted, the thesis has also proposed strategy choice schemes on opening up the OTC market. Taking TAIZHIAN as an example, a study has been conducted on the marketing combination of opening up the OTC market. The purpose is to supply some reference to the medicine enterprises.The thesis is composed of six parts such as Introduction, Chapter One to Four and Conclusion.The Introduction is a brief introduction on the background, objectives and significance of the research.Chapter One is a brief introduction to the medical industry and the concepts of OTC and RX.Chapter Two is a discussion on the general theories of marketing, including concept of marketing, the development of the marketing administration philosophy, the enterprises' marketing administration process, market elaborate separation, objectives and orientation, combination of marketing and the development of its theories. This has laid a theoretical structure for the following marketing research.Chapter Three has conducted SWOT analysis on NNN medical industry marketing environment. A detailed analysis has been carried out on the marketing opportunities and threats that social economic environment and medical environment have brought for NNN medical industry, and the superiorities and inferiorities of NNN medical industry itself in brand, products and marketing.On the basis of the analysis of SWOT, the choice schemes of the OTC developing strategy in NNN medicine industry have been proposed.Chapter Four has combined the present situation of the treatment in lowering the blood fat and the features of TAIZHIAN, and using the market surveys as proof, the TAIZHIAN markets have been minutely separated, and based on these, the target market has been chosen and the market orientation has been decided. Furthermore, researches have been done on TAIZHIAN's price strategy, products strategy, marketing promotion strategy, and the channel strategy. A market combination strategy has been put forward.The purpose is to supply some reference to the medicine enterprises.