The Contermeasure Study Of Status Marketing Of TXL Nostrun

Pursuant to international standard, pharmaceutical industry has been categorized in one of the fifteen internationalized industries, worth about 400 billion dollars by estimate, and also one the five industries growing the fastest for its annual rate of 110%, which has been attracting more and more capital from all over the world. With flourishing development of pharmaceutical industry and improvement of life quality, pharmaceutical market has grown into a buyer's market, in which, the competition is getting increasingly fierce and the distribution faced with great changes. On the one hand, series of laws and regulations have been established by the State to regulate the pharmaceutical market; with China's entry into WTO, to enhance Chinese enterprise's competency in domestic as well as international markets, since 2002, all the pharmaceutical manufacturers, say, nearly ten thousand, are required to be certified GAP, as a result, the merge and acquisition of pharmaceutical enterprises have become a general course of development. On the other hand, China is boasting a huge potential market, all the 50 top pharmaceutical companies have set up joint ventures or research center in China, and sales force as well. Thirdly, consumers'quality is keeping on advancing and their consuming psychology and behavior more and more matured, which provide a precious opportunity for the significant development of pharmaceutical industry. Backed up by modern marketing theories as SWOT analysis, market segmentation and selection, consumer behavior analysis, market positioning, and 4Ps, this Paper, analyzing the situation and feature of pharmaceutical market, consuming environment and consumers'behavior, focuses on TXL, the key product of YLSJZ and its marketing situation, detects the problems hidden in its fast expansion and tries to find a practical marketing mix plan, thus improving their competency, which is also helpful for the private pharmaceutical manufacturers to develop their creativity and competency in this new environment.