Harbin Pharmaceutical Group Stock Company Ltd. Products Marketing Strategy

Globally, Pharmacy industry is a fast growth industry. It has been keeping a fast and stable growth speed in the past decade or even more longer a period. This is result for the one side from the growth of the world population, and for the other side from environmental pollution which leads to new diseases occurred. Both factors make the needs of humanity to medicine (include healthy products) under the status of increasing To pharmaceutical enterprises, the macro-develop environment is desirable, but at the same time they face huge challenge as well. Pharma-industry require highly to capital, technic and management; our country is under the stage of system transform; With state owned enterprises as the maintream of domestic pharma-industry, restricted by factor like system, governing structure, administration etc... , it is difficult for china's pharma-enterprises to form a continuous development capability, which keep them staying in a low competitive status.Harbin Pharmaceutical Group (HY) is one of the many state owned enterprises. It is the mainstay of the Haerbin financial revenue. Unlike its many partners who adopted a negative deffence strategy in management. HY searched opportunity actively, opened the market initiatively, made brave trys in company re-structure, product re-structure and marketing, and got obvious effect in the OTC and healthcare products market. In the first part of this article, we introduce the general situation of domestic and overseas medcine market, and market situations of chemical pharmacy, Chinese traditional medicine, biological pharmacy, healthcare products related to HY's industry structure. After that, we introduce important measures HY has adopted in the past few years to its products structure, new products research, price, promotion etc... the effects these measures have brought to HY.In the second part of this article, we analyze the market opportunities, factors lead to HY's success, problems and opportunities underlined respectively. And finally give out adjustment advices to HY's product marketing strategy. In this article, we use theories and methods of economics, managements, marketing, stategys, develop an analysis and discussion to market opportunities, background and effects of the the decisions produced; By comparing HY with its domestic and oversea's partners, analyze the chances HY has faced; discover the reasonal factors HY's decisions grounded and the irrational factors existed in it from the eye of management.The aim of this article lies in disclosing something deep underlie,so as to provide some valueable reference for enterprises management.