The Research On Marketing Strategy For JL Effervescent Tablets In ZS Pharmaceutical Enterprise

JL effervescent tablet is the innovative TCM produced by ZS company whichowns the exclusive intellectual property. It has overcome the technological difficultiesin production process of TCM effervescent tablets and achieved a major breakthroughin technology of TCM formulations. As the exclusive TCM effervescent tablet, it hasobtained the national invention patents.This variety is the new national-level drug researched and developed by authoritydepartment, under the protection of administration and patent. There are only2enterprises producing the same kind of product, so there is relatively less competition.JL effervescent tablet is the exclusive TCM formulation in China, and is a goodexample of the modernization of TCM. The effervescent formulation has more stableeffective components, higher solubility and bioavailability, better treatment effectswith faster onset. After years of the clinical academic propaganda, JL particles havehad some influence on hospitals and doctors. The formulation has been confirmed toown exact treatment effect after year of clinical verification, especially theheat-clearing effect is quick and reliable. The effervescent tablet has good taste; also itis easy to take and more acceptable to children compared to particles and otherformulation. Belong to TCM formulation, the product has fewer toxic and side effects;it is more suitable for children, a special population, with immature organs andsystems, compared to Western medicines commonly used as antipyretic drugs.According to the management theory study and many years of drug salesexperience in ZS company, using the marketing theory and regarding the JLeffervescent tablets of ZS company as the main line, the author gave the detailedanalysis of operation ideas and marketing concepts of the heat-clearing anddetoxifying anti-influenza drug market under the major background of the reform ofChina’s pharmaceutical industry.This dissertation first outlined the development of TCM industry, and describedthe marketing management and process of development. Then it analyzed andelaborated the heat-clearing and detoxifying drug market in China. Then there was thedetailed description of the JL effervescent tablets of ZS company and SWOT analysis based on the description. At last, the author made an detailed market analysis andmarket forecasts of JL effervescent tablets, developed the marketing plan suitable forZS company and carried out an in-depth analysis of the system using4P theory, whichmeans the4aspects of product positioning, price positioning, channel positioning andpromotional positioning. Thereby, the practical effect of pharmaceuticalmanufacturers in the sale process of heat-clearing and detoxifying drug wasguaranteed.The results of this dissertation are well instructive to systematically arrange themarketing&sales strategies of heat-clearing and detoxifying anti-influenza drugs, andmay bring up good economic benefits and social benefits for related enterprises.