Kyorin Pharmaceutical Co., Ltd. Marketing Mix Strategies Research

Since the implementation of reform and opening up policy in China from 1979, the medicine marketing has developed for 32 years. With the rapid development of medicine industry, the competition is becoming increasingly fierce. Xinglin Medicine Limited Company-a large and medium-sized pharmaceutical distribution enterprise, did not adapt its marketing mix to the great changes in medical markets. Therefore, it is its high priority to develop some suitable marketing strategies to better serve its long-term development plan and rapid expansion. And it can also provide some valuable reference and suggestion for such companies in industry.Taking Xinglin Co., Ltd as the research object, this study applies PEST model, SWOT analysis, and Michael Porter's Five Forces model to develop a more suitable marketing strategy for market allocation and hospital net sales.The first chapter of this paper is literature review, including its research background and objective. In the second part, Xinglin's external marketing environment, marketing-mix and existing problems and reasons are analyzed. The marketing strategies for market allocation and hospital net sales are then put forward in the last chapter, with specific implementing and monitoring measures.