Northeast Pharmaceutical Company Fosfomycin Product Marketing Strategy Research

NEGPF is one of the biggest pharmaceutical enterprise in China and core-enterprise of NEPG. Its annual sale in 2003 is 2.6 billion yuan RMB and ranked No.8 in the whole Chinese pharmaceutical enterprises. Its main products include more than 80 kinds of raw materials and preparations such as antibiotics,vitamins, and AIDS drug etc. But the enterprise still needs to overcome many obstacles in the course of its development. The main obstacle for the development currently is "marketing and sales".In the paper an analysis on various factors which have impact on the Chinese drug market structure of antibiotics and main factors which influence the consumption were made through the methods including theory linking with practice, investigation and research and analysis on 4p marketing strategy for phosphomycin series products are given . The analysis of impact of new situation on drug market and the strategy of product business incorporation following and analyzing competitor. Comprehensive competition with regard of market development ,clinic development were put forward in this paper . The basis of this paper is the marketing practice of the enterprise . Quotation of large amount of literature ,statistics data and investigation of marketing as well as current marketing theory in order to be helpful to the improvement of current situation of the enterprise.