The Study On The Marketing Strategy Of CP Pharmaceutical Company's Retail Pharmacies

New health reform program in the pharmaceutical market will bring about revolutionary change, especially it will cause a great impact in the retail of drugs. But with consumer self-care, self-medication awareness, "to the pharmacy for minor illnesses, serious illness to the hospital," the trend is more obvious. The retail pharmaceutical market, especially the share of OTC drugs, showed a rising trend year by year, and it must be the significant profit growth of the pharmaceutical retail business. It is crucial that how to do about marketing planning and marketing management of the pharmaceutical retail business.Guided by the theory of market economic, the thesis adopts methods of combining interdisciplinary knowledge, such as macro and micro economic knowledge, strategic management and competitive strategy analysis etc. In the writing process, it uses methods of empirical research and case study, combines the marketing theory and enterprise management, such as market research, category management, product positioning, channel development and management, promotions etc. By a lot of investigation and research, the thesis gets the first hand materials. In the light of the concrete state of our country and based on the theoretical investigation and practice of both here and abroad, the thesis further analyzes and studies the operation development present condition, selling environment and issue operation SWOT of CP Pharmaceutical Company's retail pharmacies, brings forward the marketing objectives and marketing strategy. The thesis is also targeted to make marketing management program, through the implementation of the marketing mix strategy. As a result, it'll provide the CP Pharmaceutical Company's retail pharmacies with a clear practical guide of business management, to get rid of the current situation and enhance the core competitiveness of enterprises.Through the research, it not only provides effective methods for healthy and sustained development of CP Pharmaceutical Company's retail pharmacies but also provides some reference value for the same industry. In particular, the marketing model of scientific innovation, innovation management and innovation training services, research and exploration is the eternal theme in the improvement of corporate marketing and development.