| As an important part of China’s economic development,Chinese medicine manufacturing industry not only makes important contributions to the economic development of various regions,but also provides important guarantees for the health care of the people.YD Pharmaceutical Group is an enterprise that focuses on traditional Chinese medicine manufacturing.Due to the implementation of "new medical reform",the new high-standard GMP certification,and the lack of enterprise marketing team and channel management,the management concept is relatively backward,etc.,YD is facing many problems and challenges in marketing and other aspects.This article first briefly describes the relevant theories of pharmaceutical marketing.Then combines the basic situation of YD Pharmaceutical Group and the operating data in recent years,as well as the internal survey of the company’s marketing team,to propose some deficiencies in the company’s development process: low brand awareness,weak product bargaining power,relatively simple marketing channels,unsystematic marketing strategies,etc.After that,the PEST model was used to analyze the macroeconomic situation of the Chinese medicine industry in the context of the current new medical reform.Then use SWOT to analyze the advantages,disadvantages,opportunities,and threats of YD and proposed related solutions.Finally,the optimization plan for YD Pharma’s marketing strategy is proposed for several aspects.In terms of products,it is necessary to integrate existing product lines and highlight key varieties;in terms of prices,improve the price system under the premise of benchmark pricing;in terms of channels,build a diversified OTC sales channel and strengthen the supervision mechanism.Only through continuous improvement and perfection of marketing concepts and strategies can YD Pharmaceutical increase its market share in the fierce market competition.I hope this article can provide reference for Chinese medicine manufacturing enterprises in marketing. |
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