Marketing Strategy Research Of Lummy Pharmaceutical Company’s AS Capsule In Guangdong

The pharmaceutical industry is an important part of our national economy to protect people’s health, improve quality of life, promote economic development and social progress. In recent ten years, because of people’s living standard improving, people put higher requirements on medical consumption, and the pharmaceutical industry has been in rapid development.The medicine marketing is a very special branch of modern marketing. Many Pharmaceutical companies have developed and grown up in the past twenty years in China. As The Chinese Medical Reform Policy act a depth-development in2012, pharmaceutical companies must make the corresponding adjustment to face Chinese pharmaceutical market prospects, and only with the advance of innovation ability, strong advantages of scale, low cost and accurate marketing strategy pharmaceutical enterprises can win in the competition.In this thesis the author designs an operable marketing strategy to meet Lummy pharmaceutical company AS capsule marketing needs in Guangdong.The first three chapters of this paper describe the research background, significance, theory, Lummy pharmaceutical company marketing situation and so on.In Chapter Four, the opportunities and threats in future market is tried to be found by the analysis of marketing environment and digestion products competition environment. The macro environment of enterprise marketing is analyzed in industry, political, legal, the reform of medical system as well as bidding policy four aspects. Next, the firm’s competitive environment is analyzed. Competitors’ products and their features are studied. Other information about competitors is learned, such as their large scale, strong competitiveness, and stable market share. Thus, only by reasonable marketing planning, continuous self adjustment and enhancing the competitive advantage of AS capsule, can the company obtain a certain market share. In Chapter Five, on the AS capsule of Lummy Pharmaceutical Company, a STP strategic planning is made, which includes three parts:market segmentation, target market selection, and market positioning strategy.In Chapter Six, first, based on the4P theory, the market strategy is designed from the following four parts:product strategy, pricing strategy, distribution strategy, and promotion strategy. Then according to the particularity of the Guangdong market, the key customer relationship management strategy is presented. We can find that the essence of marketing theory does not lie in one strategy, but a variety of marketing strategy can achieve the desired effect of promoting the development of enterprises.In the end, it defines the marketing plan of Lummy pharmaceutical company AS capsule in Guangdong, and then describes the control marketing strategy of AS capsule by using plan control, profit control, efficiency control and strategic control to make the whole marketing strategy more suitable for the needs of Guangdong market.