Research On The Improvement Of Chinese Patent Medicine Marketing Strategy Of XJ Pharmaceutical Group

After the development of Tang,Song,Yuan,Ming,Qing and the Republic of China,Chinese medicine has occupied half of China’s pharmaceutical industry with its advantages of large output,wide distribution,small side effects and good curative effect.Chinese patent medicine is an important part of Chinese traditional medicine.It is a traditional Chinese medicine product made of various Chinese herbal medicines and processed by various preparations.It is the result of the summary of medical practice in China’s traditional Chinese medicine for thousands of years.It is a unique traditional medical treasure in China and an important part of traditional medicine in the world.In recent years,with the concept of green nature deeply rooted in the hearts of the people,natural medicine has become more and more popular among people,which has led to the rapid development of the Chinese patent medicine market.In order to promote the optimization and development of the structure of the Chinese medicine industry,the Chinese government has successively introduced various standards.The Chinese patent medicine industry faces enormous market development opportunities.However,Chinese patent medicine industry is still in a weak position in the entire pharmaceutical industry,and there are still many areas for improvement in marketing.Based on the current situation of the Chinese patent medicine market,this paper takes a long-established XJ Pharmaceutical Group Company in Shangluo City,Shaanxi Province as the research object,using the literature research methods,field investigation methods and data analysis methods,based on 4P marketing theory,internal and external environmental analysis methods,STP marketing strategy theory,and combined with relationship marketing and brand marketing,this paper conducted an in-depth analysis of the marketing status and existing problems of XJ Pharmaceutical Group’s flagship product Chinese patent medicine.Next,based on the analysis of the advantages and disadvantages of the company and the threat of opportunities,this paper put forward specific measures for market segmentation,target market selection and market positioning,and then developed specific marketing strategies from Chinese patent medicine products,pricing strategies,distribution channels,promotion methods and brand promotion.I hope to provide some useful suggestions and help for enterprises to further develop the market and improve competitiveness.At the same time,I also hope that these suggestions can be of reference and reference value to other enterprises that are also committed to the development of Chinese patent medicine industry,and thus promote the inheritance and development of traditional Chinese medicine.