Chengde Neck Convalescent Pharmaceutical Marketing Strategy Research

2009launched a new national health reform policy, the entire pharmaceutical industry to re-shuffle; the production company made new demands, more competition. Existing market competition is broken; the pharmaceutical industry is bound to have an enormous impact. Grasping new opportunities for health reform, grasping channel network construction, grasp the terminal infrastructure; focus on channel management is the maintenance price pharmaceutical companies must pay attention to the "four grasps." Accordingly, the pharmaceutical companies need to re-adjust their thinking, pioneering spirit, to cultivate the company’s core marketing capabilities through the development of primary health care market, extending to the community, pay close attention to pharmacy sales, increase innovation, and a series of effective measures to play a team cohesion, change the past, marketing ideas.As market competition intensifies, the growth of strong competitors, neck rehabilitation medicine faced worsening market conditions, the company began to show its many problems, such as the aging brand, product age, product positioning swing, staff turnover serious channel extensive management, and other promotional methods obsolete, slow down the company’s sales there have been a difficult situation.This article related to marketing theory, the internal situation of rehabilitation for neck, respectively, from the channel, product, price, promotion, four aspects of the company’s current marketing situation analysis, while only using PLETSC model of the company is facing external market environment are analyzed, and finally the use of STP analysis of the company’s market segmentation, target market selection and positioning. In the fourth chapter, with Chapter Ⅲ of the analysis and rehabilitation of the actual situation of the neck, developed a channel management strategy, product pricing strategy, brand management, marketing sales promotion strategy, communication strategy, public relations strategies and other aspects of the marketing mix strategy in order to enhance the competitiveness of the company’s marketing.