Hunan Lugu Pharmaceutical Companies, Otc Product Marketing, Crisis Management

Pharmaceutical industry is recognized as the most promising with a higher technological content and a faster development internationalization degree of industry, which is also the booming rise fast development of the industry in China. At present as our country population aging and fast growth the deterioration of ecological environment leads to disease incidence constantly showed a rising trend, as the pharmaceutical industry and life which are also influenced the development of vacuum fast forward. With the quickening of the globalization process and China's accession to the WTO and the influx of foreign pharmaceutical company, our medical enterprise will face more intense market competition and challenges. In this context, how to aim at the characteristics of Chinese medicine market, use the relevant marketing crisis management theory foundation, China to realize the sustainable development of medical enterprise itself and how to strengthen enterprise core competitive ability, it is becoming the current problem that every pharmaceutical enterprise and prepare to enter the industry's enterprise must first researched and to be solved.This paper is divided into five chapters, with Hunan Lugu pharmaceutical companies producing the Over the Counter drugs for analysis object; mainly describes the pharmaceutical industry marketing in China of the problems and detailed marketing crisis management methods. Research on OTC of Lugu pharmaceutical companies mainly including marketing emerging crisis situation and establish crisis warning system and portfolio crisis management. Firstly, the paper expounds the research background and significance of the topic, then compared several at home and abroad are introduced in detail about crisis management theory and OTC marketing crisis management theory, Then, this paper mainly analyzed the enterprise marketing appeared in crisis forms and the characteristics of marketing crisis happened classification evolution mechanism, and finally this paper emphatically analyzed and studied and the enterprise marketing emerging crisis forms and gave the corresponding marketing crisis management system process, namely the emergency measures and principles during the affair and afterwards before.