The Research On The New Product Development Strategy Of The Traditional Chinese Medicine Enterprises

Under the increasingly intensive market competition, the rivalship between enterprises occurs mostly in the products, especially the new products, whose development of the TCM(Traditional chinese medicine) enterprises is the most important key and also the difficulty for the enterprise's Products decision. With the strengthening of national supervision and increasingly intensive market competition, the examining, approving and pricing of imitating drug will be limited. Development of new products has been the subject to which most pharmaceutical enterprises have to face up.So making a set of feasible product development strategy and systematically considering the choice of products and the scheme of resources will help the pharmaceutical enterprises to mold stronger driving force for products and support the sustainable development of the enterprise .The aim of this research is to puts forward the new Products development strategy for traditional Chinese medicine enterprises by the analysis and management on developing programs of new productsThe theory of development of new products was firstly reviewed in this paper, through studying on Chinese and global traditional chinese medicine industry, carefully analysing the chance and challenge,the resources and capability of TCM enterprises.Secondly, the text researches the strategy of new product development strategy for TCM enterprises from the perspective of marketing. Finally, taking Q enterprise for instance (combining the related theory with the practice), the adpated new product development strategy is presented.