Marketing Diagnosis, Measures And Suggestions To XZ Pharmacy

XZ Pharmaceutical Holding Co., Ltd, a shareholder stock company, is the oldest high- tech pharmacy manufacturer in Tibet. The main products of the company have a bright market future and the company itself enjoys a good outside environment and developing opportunity. But since its facing market in 1999, the sales volume of its main products has being lingered. China' s entering into WTO has brought great opportunity and competition to pharmacy industry. It has become a main topic to the managing level as whether to grow bigger and stronger or to be kicked out by competitor.Being based on the basic theory of marketing, this article analyzes the outside environment, industry environment, products, marketing activities, marketing management and marketing mode. Trying to combine the real practice of the company, the author gives out corresponding suggestions on marketing strategy, marketing skills and marketing management so as to increase the sales ability and create the lasting core competition power. (1) Analyzing competition environment and facing marketing opportunities and risks; (2) combined with the product feature, gives out the efficient marketing strategy; (3) locating andsolving the problems that exists in current marketing management system and marketing activities; (4) establish stable and efficient marketing unit and sales team; (5) spreading advanced marketing management conception.The characteristic of this article lies in that the author adopts the systematic analysis way, takes common marketing analysis tools and quantitative analysis technique; taking products analysis as one of the main parts of marketing analysis according with the feature of medicine products; using the new 4P (sense point, peculiarity point, fondness point, detesting point) analysis method to analyze the medicine products. Through detailed analysis and research of the XZ Pharmacy case, propose suggestions accordingly. The author hopes that the method used in this article and the way of thinking will do some help or serve as certain reference to the companies alike.