Hunan Double-crane Pharmaceutical Marketing Value Chain Management

Under the environment in which market economy is maturing and market competition gets intensified, most of the state-owned medical and pharmaceutical circulation enterprises failed to adjust their operation strategies according to the fast-changing markets. Therefore, these companies reported decrease in their profit despite increase in their sales volume.Hunan Double-Crane Pharmaceutical Co Ltd, which has just been acquired by Beijing Double-Crane Pharmaceutical Co Ltd, is one of the companies confronted with great challenges from market competition.This article analyzes the operating activities of medical and pharmaceutical circulation companies from the angle of value chain, and generalizes procurement and sales strategies for different product categories. The author attributes the drop in profits of medical and pharmaceutical circulation enterprises to the influence of their competitors, medicine producers, terminal enterprises and the state's macro-control policies. The author suggests Hunan Double-Crane Pharmaceutical should make full use of its advantages in talents and marketing networks, adjust marketing strategy, reduce operation cost, upgrade working efficiency and build a new marketing model so as to sharpen its competitive edges.