Research On Marketing Strategy Of Zibo Xinda Pharmacy Co., Ltd.

In the past era of financial crisis, the competition in the medical market in China, istransforming from simple price competition and promotion competition with derived greymeans, to comprehensive competition. How to choose suitable marketing tactics andrealize the goal of sustainable development under the existing management environmenthas become a key problem faced by pharmacy enterprises in China that needs to be solvedurgently at present.Taking Zibo Xinda Pharmacy Co., Ltd as an example, this paper endeavors to analyzethe inner and external marketing environment in an all-round way, and find out itsadvantage and disadvantage, and its threat and opportunity. On the basis of this, the authortries to make corresponding marketing tactics to provide theoretical guidance and practicalreference for the sustainable development of Zibo Xinda Pharmacy Co., Ltd. First, thispaper analyzes macroscopical marketing environment of Zibo Xinda Pharmacy Co., Ltdfrom the perspectives of policy, economic, social and technological environment etc,analyzes the industry marketing environment and points out its major rivals with theemployment of Five Force Competition Models, analyzes the inside marketingenvironment with Four-P Theory, analyzes its advantage and disadvantage, and threat andopportunity by SWOT analysis method, and reaches its overall marketingstrategies.Second, on the basis mentioned above, this paper puts forward the marketingstrategies and studies the application of product, channel, promotion, price, politicalstrength and public relation strategies. Finally, four guarantee measures involved in themarketing strategies are raised, including strengthening brand construction, reinforcingmarket management, perfecting marketing information system and emphasizing marketingteam building construction.The research achievements in this paper not only provides a developing direction forZibo Xinda Pharmacy Co., Ltd, but also provides reference value for similar enterprise inthe same industry to draw up marketing strategies.