Research On Marketing Strategy Of China Resources Sanjiu Chinese Medicine Formula Granule

The reversion to the use of natural medicine provides developing space for traditional Chinese medicine industry. Chinese medicine formula granule, as the substitution and supplementation of the traditional Chinese herbal medicine, has been accepted by the society gradually. As a company dedicated to the research, production and promotion of Chinese medicine formula granule, China Resources Sanjiu has conducted technological innovation and standardized Chinese herbal medicine via Chinese medicine formula granule, promoting the modernization of Chinese medicine. The research on the marketing tactics and strategy positioning of the national brand Sanjiu Chinese medicine formula granule is of great importance and significance, exerting an impact on more national brands and benefiting more people.Firstly, this thesis has conducted investigation and analysis on the industry environment; secondly, it analyzes the exterior marketing environment of China Resources Sanjiu Chinese medicine formula granule, the strength, weakness, opportunity and threats the company is confronted with via SWOT analysis, the current marketing tactics and the existing problems of Chinese medicine formula granule; thirdly, it readjusts and redesigns product tactics, promotion tactics, marketing channel tactics and price tactics. In the aspect of product tactics, this thesis focuses on establishing product improvement tactics and product mix tactics so as to solve the problem of incomplete product kinds and onefold product line; in the aspect of channel tactics, this thesis emphasizes the enhancement of commercial network construction and the combination of various sales modes so as to cope with the fierce market competition; in the aspect of price tactics, this thesis advocates differential pricing and flexible price adjustment so as to improve the competitive capacity of the regional price; in the aspect of promotion tactics, this thesis redesigns "waterfall style" marketing, patient education and other promotion tactics so as to solve the problem of onefold promotion tactics. The thesis advocates marketing strategy positioning, market segmentation and high-speed expansion, using modern marketing and managerial ideas to promote the development of Chinese medicine formula granule, as well as the succession, development and promotion of the traditional Chinese medicine.Based on research on marketing strategy of China Resources Sanjiu Chinese medicine formula granule, this thesis aims at exploring the marketing mode suitable for Chinese medicine enterprise development and satisfying the market demand, making contributions to the progress of Chinese medicine formula granule marketing.