Analysis On The Marketing Strategy Of NDQ Particles Of KC Pharma

Aa an important disease affecting human health, chronic kidney disease (CKD) has become a global public health issue in recent years. In China, the clinical status of CKD has been showing a "high incidence rate, low treatment rate" image. In recent years, the national medical and health undertakings and urban residents medical insurance, new rural cooperative medical insurance rates continue to improve, the future renal drugs have huge market growth space. With the deepening of the new medical reform, the full implementation of the national basic medicine system, establish the system for the prevention and control of chronic diseases in future grass-roots, grass-roots medical market will be the important target market of pharmaceutical production enterprises.In our country, the curative effect of nephropathy oral Chinese patent medicines is deeply accepted by doctors and patients. NDQ particles from KC pharmaceutical is a second kind of new medicine certificated by SFDA. Since 1996, more than 500000 CKD patients have benefited from NDQ after it pushed to domestic market. From 2008 to 2012, NDQ granule market sales keep rapid growth rate.2012 NDQ particles realized sales income of CNY 19 million Yuan, accounting for 24.1% of the market share of oral Chinese patent medicine nephropathy. Along with the establishment of the formal implementation of chronic disease prevention and control system and the 2012 edition of the national essential drug list, how will KC pharmaceutical NDQ to make more market share of the basic medical market has become the key point of whether NDQ particles make greater success or not. It’s the main purpose of this paper that how will KC pharmaceutical NDQ to obtain the competitive advantage with its own advantages and certain competitive means, and make NDQ remains stable growth in the future.Firstly, this paper analyzed the internal and external competitive environment of KC pharmaceutical by the use of the marketing theory. Based on its own internal strengths and weaknesses, external opportunities and threats summarized, this paper give out the key problem existed in the marketing of NDQ particles. Finally, this paper has given out some suggestion on marketing strategy improvement and implementation in the frame of marketing theory.Finally, based on the research and application of the STP marketing theory,4Ps+4Cs theory and market competition theory, the author attempts to improve the competitiveness of NDQ in the future basic medical market through the innovation of marketing channels and marketing means. This research attempts to enhance customer satisfaction and loyalty through the innovation of marketing strategy and the improvement of CRM.