Research On Advertising Strategy Of Harbin Sanjing Pharmaceutical Company

After more than ten years of centralized advertising, Sanjing pharmaceuticalcompany has become more and more popular, morevoer its marketing activity hasachieved initial success. The basic function of Sanjing Calcium Gluconate OralSolution, Sanjing Zinc gluconate oral liquid and Sanjing Shuanghuanglian oralliquid of Sanjing pharmaceutical company has gained success among consumers.But in recent years, the advertising environment is not only increasinglycomplex, but also all kinds of media prices have increased sharply. Firstly, thehomogenization of pharmaceutical production is very serious, and advertising salespromotion as the primary tool of product marketing, is facing the adjustment ofdomestic media structure. Secondly, consumer media habits have changed in manyaspects. So the marketing strategy of Sanjing pharmaceutical company has beenunable to meet the various market environment demands in the past. Thus, Sanjinghas to find a breakthrough as soon as possible to develop a suitable advertisingstrategy for the current development trend of economy, so as to fully realize thesustainable development of the company.Firstly, with the guidance of product marketing segmentation theory andadvertising effect theory, this thesis not only analyzed the external environment ofSanjing pharmaceutical company’s advertising strategy, but also the domesticmedical economic environment and pharmaceutical enterprise of advertising, anddiscussed the present promotional advertising situation and the existing problems indetail.Secondly, this study proposes a detailed multimedia advertising strategy forSanjing pharmaceutical company, furthermore establish a new advertising modelstrategy, which includes market segmentation, advertising a creative design depthstrategy, and media placement refinement strategy.Finally, this paper also providesthree important measures to guarantee the implementation of the advertisingstrategy. They are advertising operation process control, multimedia communicationand professional advertising team training.