| Presently, the pharmaceutical industry of our country is facing the pressure of structural adjustment. On one hand, our country requires all the pharmaceutical enterprises get certification of GMP before June of 2004, while the certification of GMP requires capital investment of several 10 thousands Yuan. This kind of pressure is outstanding to the medium and small traditional Chinese medicine enterprises. On the other hand, the tendency of industrial centralization is becoming more and more obvious, which causes the medium and small enterprises decrease their ability of getting profit, and they even run at a great loss. Although most of the medium and small enterprises have passed the certification of GMP by re-organization and reformation from raising fund, it is still a problem how they can develop fast in the new round of market competition. Zhengmao Pharmaceutical Co.,Ltd., as a newly reformed joint-stock company, is possible to get the GMP certification before June of 2004, however, getting the GMP certification only means that they have stepped over the threshold of surviving. If the enterprise wants to be developed and strengthened, it must firstly solve the problem of making up what kind of market expanding strategy. Otherwise, it will fall into the odd circle of "getting no certification is waiting for death, getting certification is thriving for death" for the medium and small enterprises. Generally speaking, the core competition force of pharmaceutical enterprises comes from the following two aspects: one is the capacity of research and developing new medicines, the other is to build the brand reputation. It is true with the large-scale enterprises, but as to the small enterprises, it is almost an impossible thing. The point of view in this article is that the competition force of the medium and small enterprises comes from another aspect, that is, the management and control on marketing network. Through the SWOT analysis on the market status and the marketing environment of Zhengmao Pharmaceutical Co.,Ltd., the writer found that there is no advantageous both in research and development ability and in the brand reputation; furthermore, it is in the disadvantageous status. But it is absolutely possible for Zhengmao Pharmaceutical Co.,Ltd. to establish its own competitive advantage through the management and control on marketing network. This article takes the view that Zhengmao Pharmaceutical Co.,Ltd. should establish a diversified market competition strategy. The difference should mainly be embodied at the marketing network that is different from other enterprises, which adopts the distribution channel of aiding sales style. While the focus is mainly embodied through the fact that not all the aspects should be diversified, the focus should only be put on the distribution channels. The aiding sales style of distribution is the newest concept in our country, which was first brought about by P&G Company and was successfully conducted by many large international companies such as Union-lever Company, Johnson Company and Colgate Company and the like. The aiding sales style of distribution has been developed on the base of company sales force distribution channels and the sales agency distribution channels and combines the advantages of the two methods, at the same time, it has avoided the restrictions of the two methods. It regards the distributors as partners; meanwhile it has transferred the transaction marketing into the relationship marketing. It is not only convenient for the control of marketing network, meanwhile, it takes the advantage of personal sales promotion to the extreme extent, which has not been used in the pharmaceutical enterprises before in our country, but also it is very suitable to be used in the medium and small enterprises like Zhengmao Pharmaceutical Co.,Ltd.. This is the creative point of view of this article. The marketing strategy of Zhengmao Pharmaceutical Co.,Ltd. is to re-organize the marketing strategy mix, while the key for the re-organize marke...
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