Marketing Strategy Research Of NDXY Pharmaceuticals Company

Enteral nutrition is a very good market prospect of products. However, the current domestic enteral nutrition manufacturing enterprises are faced with the same dilemma:consumer awareness of clinical enteral nutrition is low and Weak willingness to spend, the situation where economy underdeveloped areas more severe. These factors resulted in the clinical application of enteral nutrition products will be a long process. How to improve the consumer’s perception of enteral nutrition, awake consumer demand, improve the product competition ability on the market, Enterprises need to shape the differentiation of brand and carry out effective marketing strategy.This paper apply the PEST model and The Five-force Model to analysis NDXY pharmaceutical co., LTD.(Wuxi) from macro environment and micro environment, and the results showed that the market potential of enteral nutrition is tremendous in China, Base on endorse of policy, constantly improved medical insurance system, improved income of residents and increased consumer groups, etc. However, NDXY pharmaceutical co., LTD.(Wuxi) still need to realize the external threat, such as the enteral nutrition products market chaos, slow development of hospital nutrition department, low consciousness of nutrition in patient, etc. Therefore, NDXY (Wuxi) pharmaceutical co., LTD., need to enhance advantages, such as the market leader position and brand advantages, research advantages, overcome disadvantages, such as poor product line and marketing channel, to develop and carry out effective marketing strategies, to enhance enterprise brand and increase the market shareMeanwhile, based on current product line, this paper apply SWOT model to analysis internal and external environment, the advantages and disadvantages, opportunities and threats, then showed that the target market should be focus on grade3and first-class hospital in first and second-tier cities, and develop effective product portfolio and branding strategy, the company should develop competitive and reasonable pricing strategy in view of competitiveness and valuable, optimizing marketing channel at the same time, including reduce the number of primary distributor and apply a variety of sales and marketing mix, to achieve the fast and stable development of the company.