A Study On Optimization, Implement And Control Of ZPC Marketing Strategy

Along with the market mechanism exerting its fundamental function in the distribution of resources and the developing of marketization, the old circulation system is disintegrating and the new circulation system is forming and developing. The reform of the circulation system will be more widely and deeply under the strong market competition. The further normative and perfection of the invitation for bid in the centralized drug stocking, the marketization of drug price, the oncoming of the Post-GSP times, the speedup of systematic management of drugs etc, all these factors will require the company a better management. According to the changing market, considering own actual situation, a company must analyze the influences of various medicine reforms and policies upon itself overall, grasp the pulse of the market development, make use of various principles, methods and means of the marketing and management and draw lessons from practical experiences of successful companies both at home and abroad, make its own suitable marketing strategy and timely regulate and control it, then can exist and develop in the market.Through the analysis of the characteristics of the medicine industry, general situation of the medicine market, mainly the antibiotics market, the research of the competition mechanism of medicine market and marketing strategy theories, considering the actual situation and circumstances facing ZPC company, on the basis of SWOT analysis, this paper carries on an investigation from product, price, marketing channel and sales promotion four aspects, raise product strategy, price strategy, channel and promotion combined strategy for ZPC, and put forward a specific executive plan and control measure from several aspects, such as the raise of marketing and management levels, the cultivating of company brand and the invitation for bid in the centralized drug stocking etc.