Fufang Biejia Ruanganpian Marketing Strategy Research Of FR Medicine

Due to enormous numbers of patients with chronic liver diseases characterized with healing difficulties, markets of hepatic fibrosis medications were introduced with a huge potential and a well established prospective. Recently domestic/global pharmaceutial companies have put more focus on the niche as competition is becoming serious.In 1998, Furen Pharmaceutical Group (FrPG) successfully caught opportunities to fill up the hepatic fibrosis therapy blank by domestically introducing and marketing a new-national-level medication:Compound Biejaiuan Tablets (FFBJRGP). With the development of hepatic fibrosis therapy going further, facing a competitive market where lots of competitors are emerging, FrPG achieved a good business performance of FFBJRGP. Variable market environments and stable organizational marketing strategies caused lots of marketing problems, incurring a serious impact on sustainable developments and marketing strategies of FrPG. Thus, it should be really profound to study and discus what marketing approaches FrPG did in such a changeful market environment in order to achieve goals.This article will summarize related theories, including marketing management theories and introductions of concepts of domestic & foreign prescription medications, followed by an analysis of domestic macro medication market environment FrPG is confronting as well as of current conditions in Liaoning area and competitors, in order to figure out problems of marketing in Liaoning area, indicating significances of this study. At the same time, Hepatic fibrosis medication markets in Liaoning area will be analyzed as well. After analysis of external environments and major competitors, analysis of FrPG’s marketing strategies will be performed with SWOT method in order to reveal strengths/weaknesses and opportunities/threats of organizational competitiveness. Then, FFBJRGP of market segmentation, market positioning, price strategies, channel tactics, and sale strategies will be illustrated in detail. Finally, based on above discussion, enhancements of internal marketing management, strengthening of sale representative training program, and etc. will be concluded.The article holds a thought that FrPG needs to change. With guides of scientific marketing strategies, monitoring changes of market requirements, aiming to satisfy customers, and exerting itself advantages, FrPG needs to consolidate current market sharing and to explore new market at the same time in order to make an achievement of sustainable developments.