Research On Marketing Strategy Of ChongQing TongJunGe Drugstore Chain Company

In recent years, most of companies engaging in medical service have experienced a period of tough time caused by series reform in this field . Laggard reaction to rapidly growing and changing market gives rise to the fact that many companies failed to survive. Their failure in modifying their strategy and adjusting marketing strategy to environment and resource make it urgent to employ study in strategic marketing management, while ChongQing TongJuGE Drugstore Chain Company is a typical case in this field, which have undergone different market development, from monopoly market to competitive market, and to opygopoly market.According to theory in marketing management and strategic management, key problems specially in strategic marketing management are identified, based on business data from 1998 to 2004. And identification of alternatives are put forward to face future competition.Grounding on situation audit, marketing goals and goal segment have been defined, on which marketing strategy stands. Marketing strategy positioning on differentiation is suggested to be achieved through implementation of strategic brand management. Strengthening brand image and brand association are essential to further market penetrating which leads to high consumer loyalty and enhancement in competitive advantage.With recommended marketing strategy, taking consumer behavior of drug purchase into consideration,marketing mix alternatives have been identified in four aspects of product, price, place, promotion. In different segment, different marketing mix is stated to meet various demand ,so that marketing goals in profit and market share areas are achievable.Besides necessary adjustments in corporate structure are required to cooperate with the strategy, a feedback and monitor system consisted of standards from processing management are also recommended to supervise and valuate management.