Research On Marketing Strategy Of Pharmaceutical Company A In Hebei Market

Nowadays, the economic system has changed from the planned economy into the market economy in our country. The reform of economic system accelerates the economic development and improves the people’s living standard. And the rich spiritual life makes people no longer satisfied with the clothing and food, but put their attention on the health care. In recent years, increasing investigation in the medical and health has made the national medicine industry make great achievement in the past 30 years. Also China accession to WTO and the degree of opening put medical market in more fierce. Therefore, it is necessary for domestic pharmaceutical enterprises to cultivate their own core competitiveness to be guided by the consumers’demands, and to increase investment in science and technology to meet the diverse needs.Since 2009 reform of medical system, China’s pharmaceutical industry has been facing the more broad prospects for development and the fierce market competition. So, how to improve the market shares by analyzing the market situation, integrating advantageous resources, changing marketing strategy timely is the crucial issue concerning on enterprise’s survival and development. In recent years, although the medical gross value of industrial output have steady growth, the proportion of pharmaceutical enterprise and sales profit margins are declining, and R&D investment and national ranking are also declining, which is not matched with the status of a big medicine production province.This paper chooses pharmaceutical company A in ShiJiazhuang as the research sample. The company is a typical medium-sized enterprise. After nearly 30 years of development, company A has established foundation in Hebei province. However it is in the imitation status and lack of independent research, development strength and core competitiveness. On the basis of objectively analyzing present situation of pharmaceutical industry in Hebei province, the study analyzes the internal and external environment of the company combined with its actual situation. The study finds out the opportunities and threats, advantages and disadvantages with which A is facing. The study also shows that the numbers of competitors are increasing and profit margins have declined. The study points out that A’s brand advantage is insufficient and its technical force in not enough. To solve these problems, the paper analyses the STP strategy of the company, and determines the company’s target consumers, formulated the new marketing strategy combination from the three aspects of market segmentation, target market selection and market positioning.The study have validated the necessity marketing theory (4Ps) in the pharmaceutical enterprise marketing strategy analysis and pointed out the way for the survival development of the enterprise. At the same time, it provides important reference of marketing strategies for other pharmaceutical enterprises in Hebei province。...