| Medicine, closely related to human life, is an indispensable necessity. With the steady development of the world economy in recent decades, the pharmaceutical industry has become one of the fastest growing industries in the world. The pharmaceutical industry has been hailed as "eternal sunrise industry".[1]Cardiovascular and cerebrovascular disease medication has been the world’s top three pharmaceutical market drug varieties [2].According to statistics, 31% of people worldwide die because of cardiovascular disease, and this data is even more alarming in China. In 2014,the number of people dying from cardiovascular diseases in China was even higher than 40%of the total population. Cardiovascular and cerebrovascular drugs have become China’s first major categories of drugs, but also the most widely used type in Chinese patent drug. In all cardiovascular drugs, Chinese patent drug account for more than 35% of the market share.Because of the remarkable effects and price advantages of Chinese patent drug in the treatment of chronic diseases such as cardiovascular and cerebrovascular diseases, it has become the first choice for more and more patients.The main research of this article focuses on Di’ao Xin Xue Kang market development strategy research. This product developed by Chengdu Diao group with independent intellectual property rights, is a strong brand traditional Chinese medicine in prevention and treatment of cardiovascular diseases. With the continuous influx of enterprises, the number of brands and fierce competition increased,the development of Xin Xue Kang has reached a bottleneck. Through the investigation, the author detailed an analysis from the macro environment, industry environment, competition analysis and other aspects of the competitive environment. Firmly grasp the company’s core competitive product by SWOT analysis, by Ansoff matrix and STP market segments,so as to determine the expansion of the European market strategy,and proposes some suggestions in order to bring the strategy into effect.Measures can be taken to achieve a new leap if Di,ao wants to maintain a long-term stable income. In today’s increasingly competitive market, Chinese medicine must go to the world. As a fist product, Xin Xue Kang gets through the close siege, listed in Holland and enters the European market. It provides some ideas for the Chinese medicine internationalization. Through the strategic discussion of this product, enterprises can draw on its success and bring China’s herbal medicine and Chinese medicine culture to the world. |
