Study On Strategy Of Marketing In The Five Provinces In The Northwest Of China For "Capsule Of Zhuzigantai"

The characters on the large quantity and the difficulty for cure of the suffers of hepatitis B virus in china make the potential market great and make the foreground of development amplitude in the field of drugs on hepatitis B virus. In a long period, this market attracts a lot of attention from the medicine enterprises and the competition is extraordinarily severe.In 2003, Lanzhou Institution for Hepatic Disease grasps the market opportunityfirmly, develops an antivirus drug on hepatitis B with good effect-----capsule ofzhuzigantai. But because of the change on the environment of the market and the incorrect strategy of the marketing, there occur many problems in the marketing on "capsule of zhuzigantai". The enterprise suffers the impact from the market and the challenge which did not appear. Hence it is very important for Lanzhou Institution for Hepatic Disease to probe how to make the enterprise develop normally in the new environment and probe which way to take achieve the object of the enterprise.In this thesis, we first introduce the developing background and the process of coming into the market of "capsule of zhuzigantai", and we provide the significance of this paper. In the last, we focus on the idea of writing and the method of study, while pointing out the problems on the management of marketing. From these problems, we carefully analyze the market on antivirus drug on hepatitis B for the five provinces in the northwest of china. After analyzing the outer circumstance and the major competitors of the enterprise, we proceed with the SWOT analysis on the environment of the marketing of "capsule of zhuzigantai" and find out the advance and inferior position, the opportunity and threat of the enterprise in competition.After that, we state the subdividing of the market and orientation strategy, price strategy, beckon strategy, market generalization strategy and serve marketing strategy. Subsequently, according to the above strategy of marketing, we present the implementation outline of strengthening the management of the inner, of the dealer and of goods and etc.We consider that Lanzhou Institution for Hepatic Disease can develop successfully, obtain the advantage of competition, and can solidify and enlarge the market only under the conditions that transferring the concept. The enterprise mustmake the market to be the center of marketing under the guidance of the scientific strategy of marketing and the enterprise must combine the management mode of modern enterprises with the market economics in order to achieve the object of satisfaction of the customers.