D, W-capsule Marketing Analysis And Countermeasures

The pharmaceutical industry is the "eternal morning-sun industry" and one of the five fastest-growing industries in the world trade, which has become the world capital favored target. With China's socialist market economy developpingand completed, the pharmaceutical industry has become one of the fastest growing industries in china, according to statistics, the annual growth rate reached double-digits. But as the pharmaceutical industry developped rapidly and the environment getting norms, the medicine market has gradually converted to the buyer's market, and the market competition is becoming increasingly fierce. In an increasingly competitive market competitive environment, enterprises must pulling out of benzene, in winning in competitive, it is necessary to establish and maintain their own unique competitive advantages.after years of rapid development, D company has now become a well-known pharmaceutical enterprises in Gansu Province,which is currently in full swing IPO preparations. But when entering 2006, the company's core product----W capsule's marketing indeed encountered some bottlenecks in market access, hospital developments and clinical feels are difficult to agree on a breakthrough. This paper focus on D company and it's W capsules's marketing problems, by using PEST, five of the analysis, CPM, SWOT, the new "4P ",BPSP tools to anynalyse the internal and external environment, marketing model and product itself, and using questionnaires, interviews with experts and the literature available analysis methods to invest the product positioning, promotional strategies, business models, organizational structure and product improvements, hope to find the solutions to the company's marketing problem from different angles. This paper Proposals that the strategy can be made by setting the corporate strategy, product strategy, marketing hybrid model refinement and adjustment of sales and business organizations such as the architecture - to change the current marketing problems.This study on the D and W flagship product's actual marketing conditions, in connection with the pharmaceutical market environment, and to help its graduates to a system operability marketing package to enhance the competitiveness of enterprises aims at the development of private medicine production enterprises in the new Central Habitat to strengthen the capacity of development and innovation, and strengthen our competitive strength is worthy of reference.