Study Of Marketing Strategy Of Yiling Pharmaceutical Company In Guangdong

As a special commodity in the market,drugs or medicines are greatly influenced by every policy issued by the government in the industry.China has been quickening its reform in medical industry with multiplied,newly-made policies since 2015,i.e.351 instituted policies in 2015,1613 in 2016,1562 in 2017 and 442 again in 2018.In the context of state medical strategy of meeting new development,medical companies are forced to make marketing changes to confront the new challenges,which is a practical topic to be researched.This article is based on the marketing strategy of the Guangdong Pharmaceutical Marketing Commercial Department of Shijiazhuang Yiling Pharmaceutical Company.As a business department of Marketing Center of Yiling Pharmaceutical Company,the commercial department has found it hard,in the current turbulence of medical market,to maintain the stability of sales growth in the Guangdong market due to such factors as marketing concept,brand extension,product mix,price setting,channel selection and promotion methods.In view of this situation,this article will conduct a comprehensive analysis of the internal and external environment of Guangdong market through literature research,field interviews,questionnaires and other research methods,and use SWOT matrix to sort out and summarize the advantages,disadvantages,opportunities and threats.Combining the positioning theory to segment and select the Guangdong market and aiming at the target customers and market competition demand,the paper also advises for Yiling Pharmaceutical Company in Guangdong the new marketing strategies and safe-guarding countermeasures under the new perspective of 4C and 4R marketing theories.Based on the research and analysis,this article proposes that drugs are a special commodity and the marketing strategy needs to be re-examined according to the changes in the market environment,especially the adjustment of macro policy of pharmaceutical industry.Meanwhile,Yiling Pharmaceutical Company should concentrate on its core competence in terms of target market selection and enterprise positioning from its own business objectives and differentiating characteristics.It is hoped that through the research of this article,it can provide a basis for the research and formulation of marketing strategies for other regional enterprises of Yiling Pharmaceutical company and at the same time provides references for the marketing practitioners in the pharmaceutical industry and scholars in related fields.