Research On The Marketing Strategy Of Zhongjing Capsule

Under the current medical environment reform,domestic pharmaceutical enterprises will face many opportunities and challenges.The core issues to be discussed in this paper are how to adapt to the national medical reform,how to make clear their positioning in the competitive market,how to optimize their marketing strategies in a timely manner,and how to improve the core competitiveness of enterprises and products.Taking zhongjing capsule of jiangsu kangyuan pharmaceutical co.,LTD as the research object,this paper firstly analyzes the macro environment,industry situation and competition situation of domestic pharmaceutical industry,and then draws the opportunity and danger for enterprises and products.Secondly,the internal environment of the enterprise was analyzed from the aspects of the enterprise's general situation,organizational structure,human resources,marketing ability,research and development ability and production technology,etc.,and the pharmacological effects,mechanism research,clinical research and literature publication of the main components of the product were elaborated,and the advantages and disadvantages of the enterprise and the product were analyzed.Based on the two,the SWOT analysis framework is used to compare the four strategies,analyze the market selection and product positioning of the company's current products,develop the market share and put forward the combination marketing strategy,so as to improve the market share of the product.From the perspective of corporate development strategy,the company needs to adopt the SO strategy to select female patients aged between 40 and 50 years with muscle wall and subserosal fibroids,and select non-surgical patients as the target market.First,take the initiative to establish and disseminate professional academic information of the products,and combine it with education for patients with uterine fibroids.Second,the establishment of enterprises and products professional brand image.Third,seize the opportunity of products entering the list of medicines and essential drugs to improve performance,make intensive cultivation of the existing market,and expand the primary medical market.Fourth,reserve and cultivate talents with the incentive salary distribution system as the core.Implement the above four strategies to ensure the achievement of strategic objectives.This paper explains the research process and conclusion of the existing problems of enterprises with the relevant theoretical tools of strategic management,which is of certain reference significance to the domestic enterprises in the fierce competition.