Mondial Pharmaceutical Mondial Kang Of The Marketing Strategy Research

Pharmaceutical industry is called as the eternal rising industry. Due to statistics, from 2000 to 2008, the average annual global sales growth in the global pharmaceutical market is 9.83%, far higher than world economic growth. In 2009, China became the seventh largest pharmaceutical market in the world. And by 2020 China will become the second largest pharmaceutical market after the U.S., the market capacity will reach 220 billion U.S. dollars.In global pharmaceutical market, cardiovascular drugs is about 20%. Our cardiovascular drug market is still at an early stage, cardiovascular drugs have emerged as the second largest category of drugs, and it is one of the largest proprietary drugs in traditional Chinese patent medicines and simple preparations. Traditional Chinese patent medicines and simple preparations accounted for 40% of the cardiovascular drugs’market. Because Western medicine in the treatment of cardiovascular diseases don’t have an absolute advantage, as aspects of drugs like antibiotics. And there is also no significant effect of species. However,Chinese medicine has the precisely effect of treating cerebrovascular disease. it is more and more popular in consumers.Diao Xinxuekang is a kind of drugs developed independently by Diao Pharmaceutical Company which was officially sold in the domestic market in 1988. Besides, it won first national sales of traditional Chinese patent medicines and simple preparations as single species for four consecutive years. This drug has the significant effect in the area of fighting against coronary heart disease, angina, myocardial ischemia and arrhythmia. The current number of people who have taken Diao Xinxuekang is 10 million. Diao Xinxuekang Is one of the three famous brands in the cardiovascular drug market, and the annual sales is more than 600 million yuan. But when the market capacity continue to expand, domestic and foreign enterprises and brand increased with the same marketing tools and competitive means. It is increasingly fierce competitive in cardiovascular medicine market. Bwcause of the initial rapid market growth, Diao Xinxuekang is in a sales bottleneck period nowIn cardiovascular and cerebrovascular drug market with increasingly fierce competitive, the main purpose of this study is to research how to make Diao Xinxuekang achieve a breakthrough in a new round and into a long-term stable growth period through improving marketing strategies and adjusting the means of competition.This article focuses on analyzing current internal and external environment of Diao Pharmaceutical Company by the using marketing theory, and summarizing their own advantages, disadvantages, the currently opportunities and threats, in order to identify the key issues of marketing. According to the marketing theory, some specific appropriate improvements of marketing strategies are presented. Specifically, the analysis of the external environment is to analyze the impact of pharmaceutical industry by the macro environment, status,development trend of pharmaceutical industry, cardiovascular drugs, microscopic environment of the enterprise from consumers, competitors and collaborators. The in-depth analysis of internal environment is mainly from the company, product, organization and marketing status. Through SWOT analysis, this article will summarize the key problems existing in sales of Diao Xinxuekang, and then to improve the market positioning and marketing strategies by using the STP and the 4P marketing theory, and finally put forward some proposals to implement marketing strategies.