| Enter since twenty-first Century, liver disease has increasingly become a threat to human health and disease, liver disease drug market scale is also growing, in view of this situation, the large pharmaceutical companies have also increase the intensity of research and development for the treatment of liver disease drug. So that the competition among enterprises is very fierce, want to be in competition remain invincible, in the market to seize a greater market share, we need in the fierce liver market to obtain a favorable position. Pharmaceutical enterprises according to the overall environment of medicine complex internal and external changes, find the appropriate development of the marketing mode, target clear market segmentation, to customers for products have a clear positioning, the reasonable use of market resources, flexible marketing means, to the greatest extent to seize market share, establish the competitive advantage in the market.Sanofi Aventis company is the world’s second largest pharmaceutical company, committed to the pharmaceutical product research, development, production and sales, products mainly covers seven areas:cardiovascular disease, thrombosis, cancer, diabetes, central nervous system diseases in Department of internal medicine, and vaccine. In liver disease treatment in the field has been in a leading position, since94years in China, has become a recognized doctor eye safe and efficient protective products. As the world’s largest sales of a product, sales of products in China has been in a leading position, with the expansion of markets, a drug to market products more and more rich, how to ensure that the company’s products in the market leadership position is a question.In this thesis, Sanofi-Aventis company as an example, to my own Essentiale products as the research object, combined with this years of work experience, the use of marketing knowledge, on the analysis of domestic liver disease drug market environment on the basis of around product characteristics and market advantages and disadvantages, products and positioning, to make Essentiale product marketing strategy research. |
