The Research On Marketing Strategy Improvement Of Aofuli Capsule

With the aging of population deteriorated,people J s living standards,health awareness to strengthen,the state investment in health care to be continuously increased,osteoarthritis market in China is growing rapidly.Glucosamine is so far the only medicine of a complete treatment for osteoarthritis,which have the dual effect of anti-inflammatory analgesic,repair of cartilage.So the market have a huge capacity,since 2000 the compound annual growth rate is more than 60%.Since Aofuli capsule listed on the market,its sale has made rapid growth in hospitals during first few years.However,with the advancement of medical reform,the threat of more companies quickly entering the market,At the same time,the very weak foundation in orhopedic market,and the large of market share occupied by imported drugs,Aofuli capsule has missed the best time to strengthen its hospital market capacity.As a result,the growth of Aofuli capsule's market is slowing,and the innovation of market model is urgent.The article analyzes the current situation and developmental trend of Aofuli capsule market,specially the competitive situation of industry and the competitive situation of products in the last few years on the use of five forces model and SWOT.It' s found that the Aofuli capsule' s market is huge.Meanwhile,with the analysis of the difficult situation of Aofuli capsule in the hospital sales,we try to explore a new connective market model:Aofuli capsule is to be sold by hospital market method as tie main model while internet sales as supplementary.Hospital market based prescription sales is mainly to rely on doctor' s advice to patients and conferences,which the main problem is customer's trust;while Internet sales is rely on word-of-mouth marketing.which the main difficulty is to set up customer's database.This model makes full use of the advantages of internet which is simple,fast and with word-of-mouth database marketing,and have the in-depth studying of product strategy,pricing strategy,channel strategy,promotional strategy.Combined with the characteristics of Aofuli capsule,the current development trend of internet plus,we try to discuss on the situation marketing mode of drug internet plus,give advice on the sales of the Sinopharm products in this field,and put forward innovative marketing model.