A Case Analysis & Study Of Relationship Marketing Strategy In Medicinal Enterprises

In this article, we take the service and supplying of medicinal products as the scope of study, considering the features of medicinal market and marketing activities of medicinal enterprises, we work over the following issues:The inducement of relationship strategy and activities adopted by medicinal enterprises. In recent years, medicinal market has grown up as a typical buyers' market with furious competition, and the competition focuses on price, commission and advertising, since classical transaction marketing manner cannot deal with the tough market environment, enterprises are trying to make some change and innovation in terms of marketing and management. Some multinational and excellent national medicinal enterprises phase in relationship marketing concept to direct their activities in market. Relationship marketing starts with ensuring continuable development of the enterprise, and synthetically exerts marketing tools to establish, to enhance and develop good relationships with customers, distributors, suppliers, government organizations and the public. It enables the related parts to achieve their own intention and benefits by exchanging mutual benefits and fulfilling promises. The emergence of relationship marketing provides a new choice of market guideline for the enterprises, it's a necessity for modern medicinal enterprises to subsist and develop in the increasingly competitive market environment.How to constitute and implement relationship marketing strategies concerned. The article links with the characteristics of medicinal industry, stresses the three important lays relationship marketing for medicinal enterprises, those are: relationship between enterprise and customers, relationship between enterprise and distributors, relationship between enterprise and its stuff. In allusion to the confusion and difficulties of relationship marketing practice, the author probes into relationship marketing strategies suiting national enterprises for long-term development, the ways for the enterprises to form properly circulated marketing network with benefit-correlated parts. In order to adapt the change of internal and external environment, and gain the greatest benefit from the environment, so as for the enterprise to bear off competitive advantage.In this article we adopt the methodology of case study, taking three typical medicinal enterprises in the same field for example, we analyze and compare the different relationship marketing acts of each enterprise. We try to find out the differences between multinational medicinal enterprise and enterprises in our country in terms of enterprise culture, marketing concept and management pattern. Actually, their understanding and practice of relationship marketing are different, some can be used for reference, and the other aspects should be paid attention to and improved.