On The Marketing Strategy Of Aonijie Of 999 Medicine Trade Co., Ltd

The pharmaceutical industry is known as the "eternal sunrise industry". However, as the world's economic integration and China's accession to the World Trade Organization (WTO), great changes will be taken place in China's pharmaceutical production, marketing, circulation and consumption. In particular, into the "11th Five-Year Plan", the pharmaceutical enterprises are facing pressure from both inside and outside. The pharmaceutical companies face the same external environment, including the country's trade policies, laws and regulations, market environment, therefore, biggest problem of pharmaceutical companies slowing the pace of development are from their own. The choice of marketing strategy has become the most important means for a pharmaceutical enterprises'survival and development.At present,999 medicine Trade Co faced the problem of an aging product mix. In order to enable the company performance can be in a sustained and healthy growth; in 2002 the company set up a drug committee, and established the relevant systems and processes devoting to the introduction and screening work of new products. Company's existing drug products are in a good position in the digestive system, skin medication, flu and respiratory medication, pain medication, and other drug categories. These categories are the major product categories in the pharmaceutical market, and have a good prospect of development. In the introduction of new varieties, on the one hand to choose a new product line products and on the other hand to consider combining company's existing product mix and to make the products develop n the direction of series and groups, and gradually establish a subsidiary brand. In 2007, the company launched a anti-allergic type new product that we have never related to----aonijie.In this paper, the research methods and ideas is that:through systematic and comprehensive analysis to identify the factors affecting the sustainable development of aonijie. through the analysis of the external and internal environment for enterprises, competition environment for industry and basic consumers, and through the SWOT analysis to identify the relative competitive position and marketing opportunities of aonijie. On this basis, through market segmentation, the choice of target markets and product positioning analysis to finally choose a feasibility marketing strategy. For the analysis method, this paper focused on linking theory with reality, the use of strategic management, marketing management, and financial management theory. On the basis of a large number of qualitative and quantitative analysis, this paper proposed the marketing strategy of aonijie.This paper aims to be able to find suitable marketing strategy for aonijie to develop in the fierce competition and maintain a healthy and sustainable growth. Therefore, this article hopes to find a marketing strategy suitable for product development.