Study Of The Marketing Strategy By Guangxi YXT Pharmacy Company

Medicine, a kind of special commodity, is strictly administered and restrained by governmental departments in the aspects of production, sales and propaganda. And due to this specialty, the retail of medicines is different from other consuming commodities. Since the middle and late90’s of last century, the regulations of the state responsible departments over the medicine’s retail have been loosening in order to meet the demand of the whole nation’s further reform and opening up. On1st Nov. of1999, the State Economic and Trade Commission officially issued<Instructing Opinions on Deepening the Distribution System Reform of Medicines>, with its general target as:to set up a brand new distribution system of medicine which is in the needs of the socialism market economy characterized by effectively controlled, scientifically managed, open, unified as well as ordered competitive; to advocate the chaining and diversification of the operation in medicines’retail. Chaining and diversified operation of medicines’ retail helps to reduce the distribution links, lower the operation cost, enhance the service quality and provide convenience for the people. In May,2000, the state cancelled the restrictions over the trans-provincial chaining operation of medicines. In2004, the distribution market of medicine was open to capitals from home and abroad in an all around way, with a result of each capita’s entering and pursuing of the great amount of profit in medicines’retail. In2009, the state published new medical reform plans which regulated the instructing prices of the basic medicines, bringing impact on the retailing pharmacies. At the same time, pharmacies of the same kind spark and it sharpens the competiveness among the industry. Correspondingly, the sales situation of each chaining pharmacy is not as profitable as what it used to be. How to stand steadily in the heated market competition, explore more market shares and make sustainable progress is a must question that each chaining pharmacy faces. This thesis belongs to the application type. To take Guangxi YXT Pharmacy Company as an example, by collecting first-hand materials through investigation, visit and discussion, combining what he/she learns in class, utilizing all kinds of marketing theory tools, the author tries to analyze the marketing environment of Guangxi Autonomous Region and the current marketing situation, problems and the contributing factors of the company mentioned above. Meanwhile, drawing lessons from the companies of the same kind in and outside medicine, the thesis aims at putting up with pertinent marketing targets, finding suitable strategies, rejuvenating the company and make it stand steadily, exploring more market shares and providing useful conference for the enterprises of the same kind.