.999 Pharmaceutical Marketing Strategy

The development of China has been attracting the attention of the whole world since the reform and opening policy was carried out in 1978.The medicine industry has been developing rapidly and the increase of GDP in medicine industry has been always higher than that of other industries, With the development of economy, people have a higher standard of demand on health and medical services, which provides unprecedented opportunities for medicine industry. The nation has been carrying out medical reforms in three aspects, including medical insurance system, medical care system and medicine circulation system. Great efforts have been made to consummate the medicine circulation system and a rectification from laws and regulations enaction to law enforcement has been carried out. With the release of Pharmaceutical Administration Law of The People's Republic of China, Good Manufacturing Practices for Pharmaceutical Products (GMP) and Good Supply Practices for Pharmaceutical Products (GSP), and by lower prices and centralized purchasing, the sequences of medicine circulation have been effectively under controlRecently the government enhance the strength on the medicine market controlling. The policy on hospital public bidding, price erosion, new medicine register continuously come out, which have had certain impact to those medicine manufactures and relater distributors and result in slow down for the expand race of medicine industry in past 3 years. Especially the new released healthy system renovation from government on the entire-society medical care system, it's a chance and vice versa a challenge to the industryThis thesis focuses on marketing management as its research direction. Under the guide of relevant theory, it uses the business reality of 999 Pharmaceutical as the background, first analysis the external environment which 999 is facing: It summarizes the medicine industry character and development trend of the medicine market, generalizes the evolution character of the competition structure and the rival's marketing management measures, and concludes some development changes of the consumer demand; Next, it analysis the marketing situation and problem that 999 itself has now, including the leading product is old, and brand image is old and the channel thrust is inadequate etc. Then based on the SWOP analysis of the 999 Pharmaceutical, it puts forward the marketing target and marketing measure structure; And through careful analysis of the eye drop consumer group, relocates the target market of 999 and plans system measures in brand building and popularizing, product tapping and development, price planning, channel rebuilding and mode improvement; In the end it put forward some concrete suggestion in aim of the practice of marketing strategy including the idea changing, organization adjustment and marketing team management. The conclusion of this thesis is: as to an company with a mature product, it should keep an eye on the consumer demand and rival's change, and adjust the strategy of its product, price, channel, popularization according to the change of market in order to keep the competitive power in the market. The market is dynamic, so is the marketing strategy. The stock still ideas and strategies will sure be eliminated by the market. This thesis put forward some suggestions and advices on marketing strategy based on the field research analysis and collection of some materials. It should have some reference function in reality of the 999 Pharmaceutical' s marketing work now.