Marketing Strategy Research Of X Pharmaceutical Co.Ltd.

This paper mainly analyzes and optimizes the marketing strategy of chain drugstores of X pharmaceutical co.,LTD.It is such a challenge and an opportunity that the pharmaceutical retail industry has entered into the era of micro-profit from the era of high profits with the reform in the field of drug circulation in China.X company has become one of the most competitive company in the industry after years of development.When facing the aggressive competition in the domestic market,it is very important to set up the idea of a progressive marketing strategy,and a practical marketing strategy to improve the competitiveness of the X Company.This paper has done not only a lot of field research on this firm in conjunction with our country's national conditions,but also study on both domestic and international theories and practices,as well as visits to the firm.First of all,it applies the PEST law to analyze the macro environment of X Company.Secondly,it analyzes the environment of the pharmaceutical retail industry by using the Porter's Five-force Model and the SWOT analysis.As a result,it finds out the opportunity,the threat,the advantage and the disadvantage of X Company.Thirdly,it combines the marketing theory for target market with the condition of the company,and then makes study on the market segmentation,target market selection,and market positioning.Finally,we give X Company corresponding strategies for products,prices,channels and personnel in order to provide both an idea and reference for the further development of X Company and clear guidelines for the marketing management of X Company.Through the study,we come up with a realistic opinion and suggestion for the sustainable development of the X Company,which has a great value to the development of the entire industry.