Research On Marketing Strategy Of Lanzhou Foci Pharmaceutical Co.,Ltd

Lanzhou Foci Pharmaceutical Co.,Ltd.is a municipal state-owned listed company with a history of nearly 100 years in pharmaceutical industry and a "Chinese time-honored brand" company.At present,the company has developed into a backbone enterprise in the northwestern Chinese medicine industry,which focuses on the cultivation and processing of medicinal materials,the research and development of natural medicines and health products,the production of modern Chinese medicines,and the production and sales of health foods.Foci Pharmaceuticals is a domestic company applying for EU drug registration and has passed EU GMP certification,which is also one of the few listed Chinese medicine manufacturers in our province.However,due to a variety of objective factors such as being founded many years ago,backward economic conditions in its region,and lacks scientific marketing management concepts.As a result,it has many problems in its own marketing.The brand product marketing has some problems such as unclear target,uncertain market positioning and unsystematic marketing strategy,which severely restrict its future development.In this paper,by studying the current situation and strategies of domestic and foreign traditional Chinese medicine companies,combining with the current situation of Lanzhou Foci Pharmaceutical Co.,Ltd.,We analyze the marketing environment of the enterprise and the competitive environment of the Chinese medicine industry respectively by using the PEST analysis method and the Porter Five Force Model.The SWOT analysis method try to examination the advantages,disadvantages,opportunities and threats of Foci Pharmaceuticals.Meanwhile the STP analysis method is also used to determine the market position of the enterprise and clarify its market positioning.Using 4P and 4C marketing strategy theory,We analyze the two dimensions of the product and customer,and formulate 4P and 4C marketing strategy of Lanzhou Foci Pharmaceutical Co.,Ltd.Through the research and analysis of the marketing strategy of Lanzhou Foci Pharmaceutical Co.,Ltd.,We optimize the marketing strategy of the traditional Chinese medicine production enterprise to help the enterprise adapt to the current Chinese medicine market environment,and eliminate the adverse effects caused by the existing problems,so as to enhance the competitiveness of the product and realize the sustainable development of the enterprise.