| China is the second largest country that produces and exports pharmaceutics in the world. Entry to WTO and contract producing brought enterprises many opportunities, threshold of international standards and increasing market competition also brought many challenges. Many pharmaceutical enterprises haven't their own marketing strategy, and there are few researches on their marketing strategies. According to the characteristic of the industry, there isn't a set of pattern and theory that suits to Pharmaceutical enterprises to refer to.After developing for ten years, Zhongrun Company of Shijiazhuang Pharmaceutical Group Corporation has got the leader position in the pharmaceutical market. Facing to the fierce market competition, it urgently needs a marketing strategy of its own in order to make its old varieties keep the leading position in the first group and new varieties get stable leader position. This paper used industry value chain, model of five competitive power and strategy group to analyze the external environment of Zhongrun, combined to the company's marketing situation of 7-ACA and penicillin industrial salt, through SWOT theory to analyze the internal advantages and disadvantages, external opportunities and threats of Zhongrun. According to this, the author gave a set of marketing strategy and gave other pharmaceutical enterprises some references.This paper summarized the marketing characteristics of pharmaceutical industry through analyzing pharmaceutical markets'characteristics and situation of China and world. According to the characteristics and competitive situation of Zhongrun's products, the author gave a marketing strategy on marketing positioning, product combination, international marketing and price. Based on these, the author summarized general rules of pharmaceutical industry as an international industry, including price fluctuation rule, situation changing rule and how pharmaceutical enterprises improve their competitiveness. |
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