| Liaoning Haohushi pharmaceutical industry is one of the largest Chinese medicine pharmaceutical enterprises of Liaoning province,100 China's pharmaceutical enterprises of Chinese medicine,Shanghai pharmaceutical group member.Predecessor is a small pharmaceutical factory,located in Liaoning province HuanRen county,set up after the Cultural Revolution in 1977,through the efforts of several generations,in the last century 80's has reached the highest peak.Then,in the tide of reform and opening up,after several twists and turns,2000 has been on the verge of bankruptcy.And later the new general manager Zheng Jiyu engaged in leading marketing reform.After several years,it has become to be a larger Chinese medicine pharmaceutical enterprise of Liaoning province,but performance is not growth for 5 years.At the beginning of 2009,it begans a new round of medical system reform,two consecutive lauched the national list of essential medicines for 2009 edition and 2012 edition,all kinds of favorable policies to carry out the basic drug system ground.After it comes a month,Liaoning Haohushi seizes the opportunity,decisive decision-making,f-ocus on essential medicines(307).It promotes the reform of marketing,strengthen the market foundation.The first phase is focused on the primary market,change the marketing model,to form a marketing team,set up the channels,,three years to build the basic Market structure.The second phase is focused on the hospital market,continue to consolidate primary market structure.This case will be analyzed in Liaoning Haohushi pharmaceutical marketing process and reasons of dilemma,focuses on how to use the opportunity,the process of creating excellent performance;Emphatically in the perspective of a third party of Haohushi pharmaceutical industry in Essential medicines of the new market environment.We can find the enterprise marketing strategy in a specific market environment,enrich the marketing thought and practice by the case analysis. |
PDF Full Text Request