| With express integration of global economy,Chinese pharmaceutical industry has historic progress and development.Currently,it has been one of the most potential fields.Consequently,great changing on production and sales occur.Simultaneously,resulting from high-speed development of Chinese economy and increasing demand on medicine consumption demand,Chinese pharmaceutical firms encounter with scarce developing opportunity.As a technology intensive,high-risk,mass investment and high ROI industry,competence among pharmaceutical firms is more and more intensive.Currently,most of Chinese pharmaceutical firms are small and medium enterprises lack of instructions on scientific market strategy guidance.Hence,low level on marketing management on Chinese pharmaceutical firms limits rapid development in this industry.Based on theoretical guidance on marketing management and observation on oversea pharmaceutical markets,this thesis provides analysis on Jilin AoDong Taonan Pharmacautic Co.Ltd.(JATPL)current situation and existing issues via 4Ps marketing mix strategy,marketing environment via PEST,Michael Porter's Five Forces Model and SWOT methods,and accordingly suitable marketing strategy by STP theory and 4Ps marketing mix strategy.In summary,JATPL should follow variant changing in Chinese pharmaceutical industry,adjust marketing strategy accordingly,perfect marketing theory,improve market competitiveness,which are the objectives of this thesis.It is comprised of seven sections: first introduction on current research status of Chinese and oversea pharmaceutical industry;summarization on relevant theory of marketing.And then introduction on current situation and existing issues of JATPL;analysis on marketing environment in Chinese and oversea markets;display on advantages,disadvantages,opportunities and threat of JATPL.Proposal of marketing strategy based on markets,products,price,channels and promotions.Last advices on improvement through protection of precaution. |
PDF Full Text Request