A Study On The Market Positioning Strategy Of Chia Tai-Tianqing Protect Liver Medicine Diammonium Glycyrrhizinate Enteric-coated Capsules

Hepatitis is a kind of liver disease or damage because multiple pathogenetic factors play a role. There is high incidence of hepatitis in our country, especially the incidence and prevalence of hepatitis B, and in recent years, the incidence of hepatitis C, drug-induced liver damage and nonalcoholic fatty liver disease (NAFLD) is obviously increased, so the market potential of protect liver medicine is tremendous. Facing to such a large medicine market, many pharmaceutical companies enter into competition. To seize more market share and obtain competitive edge, enterprises must have a sufficiently market positioning analysis and find strategic model for their own development, in order to ensure an invincible position in the competitionChia Tai-Tianqing Pharmaceutical Corporation is a national key high-tech enterprises, mainly covers several diseases areas, include liver, tumor, respiratory, diabetes, cardiovascular, infection, blood, and others, especially has unique advantages in the field of drug research on liver disease. Diammonium Glycyrrhizin ate Enteric-coated Capsulesisthe third generation of medicine for hepato-protective and descending transaminase, which were independent researched by Chia Tai-Tianqing Pharmaceutical Corporation in 2004. Its main ingredients include an ammonium glycyrrhetate 2 and phospholipid complex, which is used in the treatment of acute or chronic hepatitis associated with glutamie puruvic transaminase rised, and has strong efficiency in anti-inflammatory, protect the liver cell membrane and improve liver function.Based on the marketing related theory and methods, we select a drug at our own responsibility, Diammonium Glycyrrhizinate Enteric-coated Capsules as research object, combined with the author more than ten years of experience in the pharmaceutical industry, positioning analyze its product, price, channel and marketing mode. Through market situation of Diammonium Glycyrrhizinate Enteric-coated Capsules, the external environment analysis, SWOT analysis, feasibility of proposed strategic positioning; Finally, the main factors to affect the internal implementation of the strategy is analyzed, and the rationalization of programs to ensure strategic positioning and smooth implementation of the marketing strategyThrough this market positioning Strategy research, we get the following conclusions:in today’s rapid-developed market economy, enterprises want to remain invincible in the fierce competition, must constantly adjust and improve themselves, strengthen their independent innovation, and then they can grow.