Research On Optimizing Marketing Strategy Of Jiangxi Fushine Pharmaceutical APIs

Jiangxi Fushine Pharmaceutical is an enterprise specializing in R&D,production and sales of APIs,pharmaceutical intermediates and related products.Its marketing strategy and marketing management are relatively lagging behind.Based on 4P marketing theory,this thesis analyses the current situation of marketing strategy of Fushine Pharmaceutical,explores the shortcomings of marketing strategy by questionnaire survey and interview survey,and finally formulates corresponding marketing strategy with 4P marketing theory.Firstly,based on 4P marketing theory,this thesis introduces the current situation of product marketing strategy of Fushine from four aspects: product,price,channel and promotion.At the same time,the questionnaire survey and interview survey were used to investigate the problems from four aspects: product,price,channel and promotion.Finally,it was found that Fushine had some problems in product strategy,such as low product awareness,low product quality advantage,low product R&D efficiency,etc.Price strategy had some problems,such as high price and insufficient understanding of customer demand before product pricing.There are some problems in channel strategy,such as inadequate investment in network marketing channels,greater dependence on distribution channels,insufficient number of promotional activities and lack of innovation in promotion methods.Secondly,through SWOT matrix analysis,we know that Fushine should mainly adopt SO strategy,continue to maintain and give full play to the technological,innovative and quality advantages of APIs,consolidate its market position in the API industry,utilize superior resources,cultivate core competitiveness,establish brand awareness,and strive for sustainable and stable development in the API industry.At the same time,in view of the internal disadvantages and external threats of Fushine,Fushine should strengthen WO and WT strategies,mainly including: optimizing the company's marketing strategy to reduce the threat posed by competitors;strengthening the management and construction of marketing team;strengthening cooperation with the research and development team of new drugs,so as to enhance the market competitiveness of Fushine and provide strong support for the implementation of SO strategy.Finally,in view of the problems existing in the marketing strategy of Fushine,combined with SWOT matrix analysis,the thesis puts forward multi-level product strategy,flexible and controllable price strategy,diversified channel strategy,and promotion strategy that resonates with customers.