Research On Marketing Strategy Of Tong Hua Diemailing

Tonghua huaxia varieties of Chinese medicine relies heavily on actions of DML, Medicare is a patent product, in 2003, sales have been stagnating. How to improve conditions in the new market environment DieMaiLing product sales, Tonghua Chinese medicine is currently the primary task. The marketing strategy from the perspective of the external environment DieMaiLing product sales and the prescription drug market analysis, seek support and guidance from the theory, formulated in DieMaiLing viable product marketing strategy. A large number of small and medium-sized domestic pharmaceutical enterprises, which do not want to be engulfed in a wave of competition. Marketing Strategy choice has become an important means of survival and development of pharmaceutical enterprises. Thus, Chinese medicine DieMaiLing Tonghua marketing strategy of the development of China's pharmaceutical industry has an important significance.Tonghua Chinese medicine, Chinese medicine production and sales of its main industry, for developing a long-term, stable sales force, sales of the company's thinking, but over the years a contingent of the general cultural level have a profound understanding of the pharmaceutical market. take full advantage of the strong market dynamics have rich experience of the stability of the team. Variety DieMaiLing products company relies heavily on sales of the state of stagnation and to understand their reasons come to the conclusion: China and the lack of marketing changes, no breakthrough ideas remain in the traditional pharmaceutical marketing concept, not aware of the development should gradually increase as the market itself and improve relations only with the traditional method of marketing. Marketing : backward to the specific circumstances, and cultural qualities of low sales staff, lack of promotional activities, the lack of practical marketing strategy. dealer management system and so on.The internal and external environment for the conduct of business analysis and assessment, is an important step in the marketing strategy. successful company in the macroeconomic environment has not yet been able to identify the unmet needs and trends, identify opportunities, and from which they profit. G-PEST analysis model through the use of the pharmaceutical market in the macroeconomic environment, come to the conclusion : pharmaceutical market system is prohibited by fierce competition and the market capacity is large enough market. Cardiovascular and cerebrovascular market alone amount to an annual rate of 19.4% of capacity, DieMaiLing marketing products are large enough space for development. According to the renowned management scholars·波特Michael Porter's five forces model and the scale analysis of the competing products DieMaiLing rival, reached on a single product quality, DieMaiLing products have broad prospects of Medicare is a patent product conclusions.DieMaiLing use of a SWOT analysis matrix product opportunities, threats, advantages and disadvantages. DieMaiLing products come with a great competitive edge in the market, but small-scale companies, The lack of knowledge of marketing management and marketing, enterprise environment hinders its further development, therefore, marketing mix strategy should use their own advantages into full play DieMaiLing products, the introduction of cultivation or marketing management personnel, The opportunity to expand the use of better macroeconomic growth momentum DieMaiLing product markets.DieMaiLing products are prescription drugs. With prescription drugs must be practicing physician assistant or a doctor's prescription to buy practice, deployment and use of drugs. Consumers can not buy such drugs, and consumers must be physicians or related professional guidance. produce a written document (prescription), holding a prescription in pharmacies or other health units purchased by the use of medical advice. The purchase of prescription drugs purchased conduct a systematic analysis before coming to a conclusion; Compulsory prescription drug consumption third parties and third party pays the selective consumption of consumer goods. Drug users and buyers do not yet have full right to choose, together prescription drug consumers and doctors. The factors which influence the consumer's choice of drugs for pharmaceutical understanding of the characteristics of its own medicine, the medical insurance system, prices The authoritative source, marketing and promotion. In DieMaiLing product marketing activities to grasp these factors.DieMaiLing injection of good marketing is to enable them to meet consumer needs and desires. and the large number of consumers, widely distributed, large differences in demand. sufferDML is impossible to satisfy all the needs of consumers. Only the most attractive and effective services to identify themselves to the market, The segments of the market to meet the needs and desires of consumers, we can keep the advantage in the market invincible. The use of modem marketing strategy for the core of STP Marketing, segments of the market (Segmenting) choice of target markets (Targeting), and product positioning (Positioning). DieMaiLing target market for the products of choice. The theoretical basis for combining market segmentation by geographic location, size of hospitals, doctors, pharmaceutical consumer psychology. patient behavior put DieMaiLing products made detailed market segmentation.Tonghua light of the actual situation of Chinese medicine, DieMaiLing products to their own advantages, prescription drug consumption characteristics The main competitive products, the conclusion is : the choice of the urban market, dimethyl of hospital, cardiovascular and cerebrovascular patients with medical insurance, the elderly with health awareness for urban residents. Selective marketing strategy differences and differences in the operation of the market. Designed a series of strong relevance to the customer classification of the application forms, choose Table target hospitals, doctors classification, customer classification. Client Information Sheet. Finally put heart and brain and other organs efficacy, onset time and the demands of Western similar point.DieMaiLing injection for the market segmentation and choose a target market, product positioning. So we must demand from the target market, according to the internal conditions and external environment demand DML hard to formulate a reasonable, constitute the overall marketing mix marketing strategy Enterprises can use their control of the marketing and means to implement the most optimal combination of resources, Marketing in order to achieve the best results. The following strategies:First, the overall concept of DieMaiLing domestic product strategy for the overall marketing mix, the overall use of the product concept consider the core products, additional products, the form of products; and enhance the quality of the three-tier management break through the limitations of the original concept of core products only.Second, the discount tickets are available for doctors and patients is DieMaiLing consumer products, as stated previously, They would examination rate in the choice of products to the question of price, although the drugs are pricing, But we can enliven the action through the promotion of appropriate incentives to consumers. especially in spring and autumn to prevent health of the consumer is more attractive to long-term care clients, In the past, patients with a doctor's prescription will seek the experience and results of treatment, patients have the ability to choose great. Design of a Small Package gift after gift medical treatment, etc. Discount tickets available for Focus strategy.Third, distributors, retailers in the selection and management, to a sub-distributor of prescription drugs on three levels. In choosing to take into account commercial reputation, credit, marketing networks and integrated social background factors. management responsibilities dealers must first distinguish Second, we must have the incentive policy.Fourth, under the actions of DML marketing itself to the characteristics of its marketing mix strategy for marketing and sales staff to promote mainly, supplemented by certain advertising and public relations.