| After the 2000 National Drug implementation classification system, has changed the drug sales market has been the practice of hospital sales. How under the new drug sales mode, seize the opportunity,find out the problems and difficulties existing in the enterprise, actively play the original advantages of enterprises, thus obtained to solve the problem, to find out the suitable marketing strategy of the company, to achieve the strategic goal of the enterprise, Sinopharm Xingsha pharmaceutical is currently facing a major issue. The Sinopharm Xingsha pharmaceutical OTC flagship product Wadefu as the object of study, take the market marketing theory as the theoretical basis, with the macro environment, industry environment and competitor analysis and through the SWOT analysis tool to determine baby Wadefu vitamin A and D drops of OTC market marketing strategy.Wadefu is the leading product of the Xingsha, as a OTC class a children's vitamin supplement drugs, the product is the main source of enterprise sales profits. This paper firstly uses the "PEST" macro environment analysis method facing the analysis of enterprise, from the political environment, economic environment, social environment and technical environment aspects analyzes the enterprise at present the environment; secondly,the porter's five forces model to analyze the potential entrants, the threat of substitutes, the supplier's bargaining power, the buyer's bargaining power, analysis of the enterprise and the product of industry environment and competition situation, through the SWOT analysis and find out the Wadefu of the advantages and disadvantages, and facing the opportunities and threats and draw four strategies; thirdly through the Wadefu marketing ideas and objectives of the design, product positioning, target market choice, to find out the enterprise and product development direction. Finally, the marketing strategy for Wadefu marketing strategy, pricing strategy, channel strategy, promotion strategy, etc.. |
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