Study On Marketing Strategy Of ShenZhen KZ Pharmaceutical Co.,Lt

In recent years,China's regulatory system for the medical industry has been improved,and several major national policies and regulations have been issued.On the one hand,they are related to the price and development direction of domestic drugs,and on the other hand,they rectify some adverse phenomena in the pharmaceutical industry.Major domestic pharmaceutical enterprises are facing reform according to the trend of national policies.They need to break the traditional management and marketing concepts,implement the service concepts,seek the individual marketing management mode of combining products and services in the emerging and changeable market environment,take marketing innovation as the backbone of enterprise development,and compete for one in the pharmaceutical market with smaller and smaller product differentiation.Place of seats.At present,in view of the optimization concept of marketing management,most of them focus on differentiation marketing,competition theory,relationship marketing and SWOT analysis,and the "28" law.There are few studies on the direction of marketing management optimization combined with information technology and electronic platform.However,China's current big data technology is mature,and the concept of informatization has already penetrated into the work and life of the people throughout the country.Many traditional large-scale enterprises are gradually transforming to electronic platforms,and even relying on information platforms to glow the "second spring" of enterprises.This article will take the marketing management of Shenzhen KZ Pharmaceutical Co.,Ltd.as an example,through the analysis of the present situation of marketing management,marketing mode,marketing strategy and incentive policy of KZ Pharmaceutical Co.,Ltd.,and put forward the internal management problems,brand image problems,customer resources problems,information marketing problems existing in the marketing management,strategy selection and marketing mode of KZ Pharmaceutical Co.,Ltd.SWOT analysis of the existing problems,listing EFE matrix and IFE matrix for analysis.According to the characteristics and development trend of KZ Company,this paper proposes to build an information platform as an optimumperspective,increase the intensity of information dissemination and technology development,take platform as the medium and support of marketing development,electronize marketing management,expand marketing channels,and produce the company through electronic platform.Combining products with marketing means,enlarging the marketing scope,changing the traditional marketing mode of pharmaceutical enterprises,upgrading the relationship between pharmaceutical enterprises and customers to a new height,deepening the image of pharmaceutical enterprises,changing the stereotype of the past,and finding a new basis for cooperation between pharmaceutical enterprises and customers on the basis of the macro environment in line with the national policy reform.On the basis of technology research and development and the use of big data,we should optimize the content of enterprise marketing management and relationship management,change traditional marketing means,broaden marketing channels and resources integration,take information platform as a new market for marketing promotion,and upgrade service quality to electronic level.Modern technology is no longer only used in product research and development,but also can optimize service and operation through information technology.Pin.At the same time,it is hoped that the case study in this paper can provide strong support and relevant information for other pharmaceutical enterprises to optimize marketing management,and draw lessons from it.