| The pharmaceutical industry have a rapidly development, how to build Dan Lou Tablet brand as an excellent one in the fierce market competition,how to rapidly occupancy the national market is the major problem of KNE Company. By using the marketing practice and the lessons studied in the two years of the Jilin University Business School MBA such as the marketing management, strategic management, human resource management, I combined these theory to put forward a complete set of Dan Lou Tablet Marketing Plan. By using this plan KNE pharmaceutical company can occupy an important position in Chinese pharmaceutical national marketing network.This article which formed by the five chapters can be divided into three parts. The first part consists of Preface,Chapter 1 and Chapter 2. It mainly describes the background and necessity of this study, asking questions, problem solving, presentation, analysis KNE Pharmaceutical Company and the market environment of Dan Lou Tablet. The second part including Chapter 3 and Chapter 4 which is the focus of this article. Dan Lou Tablet market segmentation, positioning, and on this basis, developed a series of marketing strategies. The third part is Chapter 5, which mainly describe Dan Lou-chip marketing strategy implementation process safeguards required in the organization, personnel security and financial security.First part is Preface, Chapter 1 and Chapter 2.Preface .The introduction begins at the aging of populations in recent years, the number of patients with coronary heart disease is still rapidly growing, and the market of our cardiovascular drugs has great potential. Dan Lou Tablet has exact efficacy of coronary heart disease stages of chronic disease, the main cause for the incidence of coronary heart disease depends on the major research, development of phlegm and blood stasis. Dan Lou Tablet is KNE pharmaceutical company's exclusive treatment of coronary heart disease, angina pectoris Chinese medicine three types of drugs. In China new medicines have 8 years period of protection. In this paper, I use the strategic management, the marketing management, the human resource management, by using those theory the KNE Pharmaceutical companies can grow rapidly in market competition, win a set of sustainable development so as to realize systematic, scientific, forward-looking marketing strategy.In Chapter 1 the paper introduced KNE pharmaceutical company and Dan Lou Tablet marketing the status. It divided into three sections, Section 1 is about KNE pharmaceutical company, KNE Pharmaceutical Company is a scientific research, production and sales of high-tech pharmaceutical enterprise, the company focused on the quality and skills of all staff training, created a good learning environment, the company aims at creating a world-class pharmaceutical company. In Section 2 the paper introduces features and characteristics of pharmaceutical marketing analysis, currently on the market in the treatment of coronary heart disease, angina drug use more blood circulation of live blood drug design, while Dan Lou Tablet for phlegm and blood stasis is the only inter-junction and the design team party drugs. Drug marketing is characterized by great elasticity of demand, diversification, passive consumer, professional and strong, intense competition, fragmented pharmaceutical market, the time of sale is also confined. Section 3 described the status of marketing about Dan Lou Tablet. Dan Lou Tablet of KNE pharmaceutical company in the national market approach is a model of investment sales, this caused Dan Lou Tablet had very low market coverage; the lack of data and evidence-based medicine articles, sputum silt each knot theory is not easy for the general consumers and prescribers to understand or accept; marketing teams do not establish a good management and training system.In Chapter 2 the paper introduced Dan Lou Tablet of KNE pharmaceutical companies marketing environment and Dan Lou Tablet competitor anglicizing . It is also divided into three sections: the first one is macro-environmental analysis, from the politics and law, population, economy, science and technology, physical geography, socio-cultural and environmental point of view of Dan Lou Tablet analysis of factors affecting film. Section 2 is Dan Lou Tablet competitor anglicizing, this paper depends on the Porter's five forces model for competitive analysis. In the five competitive forces and competition among enterprises is often the most important one, this paper has a detailed anglicizing of them. Section 3 is Dan Lou Tablet consumer analysis, which is a detailed of the Dan Lou Tablet consumer market buying behavior, it mainly discuss Dan Lou Tablet purchase decision-making process.The second part which includes Chapter 3 and Chapter 4 is the focus of this paper.In Chapter 3 the paper introduced the choice of KNE pharmaceutical company's marketing strategy. It is divided into three sections: the first one is about Dan Lou Tablet market segmentation, target of market selection, market segmentation in the Dan Lou Tablet which is based on the principles, segmentation which is based on the Danish city of Dan Lou Tablet segments evaluation and selection of target market. In section 2 the paper is about Dan Lou Tablet market positioning, including product positioning, price positioning, service positioning, brand positioning, style positioning. The third one is Dan Lou Tablet of marketing strategy analysis and selection of strategies for development. The development process divided into three phases, the first input stage of information, input to develop strategies need to enter information; second stage is the matching phase, this paper used is the SWOT matrix to analyze; the third stage is the decision-making stage, to provide a basis for the selection of strategies.In Chapter 4 the paper describes Dan Lou Tablet of KNE pharmaceutical company marketing strategy formulation. It is divided into four sections, marketing strategy is a combination of a series of sub-strategies, the most basic depends on the "4P" that means product, price, place and promotion. The company's competitive position in target markets, and operating characteristics of the combination of characteristics can be reflected through the strategy. In this paper, Dan Lou Tablet to be careful of these four strategies is elaborated. In section 1 the paper introduces production strategy, analyzing the value of the system is divided Dan Lou Tablet developing a differentiated brand strategy. In section 2 the paper describes the setting of prices of the six steps: selecting the pricing objectives, identifying needs, estimated costs, analyzing the cost of competitors,price and delivery, choosing the pricing method and selecting the final price. Section 3 is about channel strategy, the current KNE pharmaceutical company does not establish the good marketing channel, designing channel system, the channel training of the channel members, motivation and evaluation, resolving channel conflict. Section 4 is about films promotion strategy. Dan Lou Tablet is currently the only approved by SFDA for the treatment of sputum silt in each node of angina pectoris due to coronary heart disease drugs, sputum silt each knot theory, yet the majority of the medical staff understood and accepted, Dan Lou Tablet in the fierce market competition should be the size of the market share, we have to promote the academic and professional path. As a promotional strategy, an important means to promote academic carriers include: continuing medical education, professional media advertising, evidence-based medical organizations, expanding the clinical indications, conference marketing, expert networking and research projects sections.The Part 3 is article 5.In Chapter 5 the paper introduces the marketing strategy of KNE pharmaceutical company. It is divided into three sections; section 1 is about organizational guarantee of the design in Dan Lou-chip sale division structure, suggested that a post analysis to quantitative management, job evaluation, staff assessment and personnel management and human resource planning, career development of scientific, standardized and standardization. In section 2 the paper is about security of personnel, KNE pharmaceutical company to build highly efficient sales elite, the establishment of a professional and academic promotion teams to recruit a large sales personnel through internal selection and external recruitment. The staff train and development of the company is to build a professional academic promotion team of the knowledge and skill. Regulating the company' salaries and benefits, harmonious labor relations to mobilize the initiative of the company management and development needs. In section 3 I building a marketing strategy depend on the protection of the funds. The sources of funding have several channels: the marketing costs and profits of the Dan Lou Tablet, the own funds and borrow one of KNE pharmaceutical company... |
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