Research On The Marketing Strategy Of Harbin Pharmaceutical Group Company

The biopharmceutics industry is an emerging technology industry vigorously supported by government all over the world. It has been predicted that biopharmceutics industry will become the new economic growth point of the world in2020. And the scale and speed of its development will be the top among all industries. Biopharmceutics industry in the United States has been in a leading position. In1971, the United States just had only one large biopharmaceutical company. But with the development, it had more than1,000ones in2012. With development for20years, amount of biopharmceutics enterprises reached more than200in our country. In2012, output value of biopharmceutics industry reached to400billion yuan in China. Furthermore, the value and sale income is increasing at a rate of20%per year, which is far higher than other industries. Faced so much market opportunities, domestic and foreign companies have vied for Chinese biopharmceutics market, especially the US-led foreign enterprises. With their abundant capital, sophisticated technology and advanced management, Chinese biopharmceutics market has been occupied by these foreign enterprises, resulting in a more intense competition in the market.Harbin Pharmaceutical Group biological engineering company is a state-owned joint-stock company which is established less than20years and included in Harbin Pharmaceutical Group. The original marketing strategies no longer adapted to changes of pharmaceutical market competition environment in China. It is said that if you know yourself and your enemy, you’ll never lose a battle. Corporate executives must clearly analyze external environment, and according to their own conditions, adjust the original marketing strategies to expand market share. Finally, it is possible to make the company in an invincible position during the fierce market competition.This paper first introduces the current research situation of the domestic and international marketing theory. Then it is showed a deep analysis of the macro environment, industry environment and internal environment which the company is included in. Furthermore, it elucidates the current marketing situation and reasons for various problems in company. On this basis, it presents a marketing strategy adjustment plan and the measures for Harbin Pharmaceutical Group biological engineering company. Large number of practical investigations, data analysis and search among domestic and international marketing theory are adopted in the preparation of this paper. And the research results are showed by histograms, charts and other easily understood forms. Most importantly, this paper presents his own ideas about marketing strategy development, improve and implementation for Harbin Pharmaceutical Group biological engineering company. It is believed that this research not only benefits for the development of the company, but also has some certain reference value for the same industry and other industry enterprises.