Research On Marketing Strategy Of Ganzhou Y Bio-pharmaceutical Company

In recent years,the state has gradually deepened the reform of the pharmaceutical industry and rationally controlled the profit space of pharmaceutical products,which has greatly changed the competition pattern of traditional pharmaceutical enterprises,and has had a significant impact on the strategic choice and development direction of small and medium-sized pharmaceutical enterprises.The continued spread of COVID-19 since 2020 has had a strong impact on the global economy,but it has also made people pay more attention to their own health.In the face of the new market competition pattern,small and medium-sized microbial pharmaceutical enterprises must constantly look for opportunities in difficulties,optimize and enhance the original marketing strategy and design effective marketing programs,in order to improve their market competitiveness and brand awareness.This paper selects Ganzhou Y Biomedical Company as the research object,adopts 4P marketing mix theory and STP theory as the theoretical basis,with the help of PEST and SWOT analysis tools,centering on the marketing status of Y company,carries out investigation and analysis from the aspects of market positioning,product price,publicity channels and promotion methods.Deeply analyze the existing problems and causes of Y company’s current marketing strategy.The results show that there are some problems in Y company’s current marketing strategy,such as mechanical product pricing,single product structure,lack of marketing team and inefficient promotion methods.According to the external market environment and the actual operation situation,this paper designed a new marketing strategy: to strengthen product innovation design,increase product core competitiveness,scientific product prices,to strengthen the construction of marketing channels and multivariate optimization promotion strategy,etc.,and further puts forward the management,financing,motivation,team safeguards.