Marketing Strategy Research Of HGY Veterinary Products

In recent years, with China’s veterinary iron dextran injection increasingly intense market competition, according to statistics of Veterinary Information Network, as of December2011,439registered veterinary dextran injection enterprises with a total700registered product approval N.O. With many enterprises produce veterinary iron dextran injection, production is overcapacity and products are seriously homogeneity. Therefore, the enterprises are facing a price war, high inventory pressure, cash flow and other problems. In order to survive and develop, peer companies take different marketing strategies to deal with the fierce competition in the market. In order to adapt to the highly competitive market environment, we need to in-depth analysis problems of the current marketing strategy, and constantly improve the strategy. Given this, in the fierce competition, HGY research and a marketing strategy that satisfy the competition are important guarantees of the enterprise survival and development.Refers to marketing theories and HGY company actual operating background, this paper analyzes the external competitive environment of the HGY; its veterinary drug product’s marketing status and the status of implementation of the marketing strategy, identify problems and deficiencies; on this basis, uses4P theory to developed marketing strategies for product, pricing, channel, promotion, brand, and combined them with each other.With this analysis, a suitable marketing strategy could be discovered for the HGY veterinary products. Moreover, it provides a feasibility Suggestions for marketing strategiesting, increase products sales and market share, and improve business efficiency.