Study On Marketing Strategies Of The "KANGSHENG" Pharmaceutical Company

The pharmaceutical industrary is an important and special area in national economy, in which the people's health, social stability and economic development are involved. It's universally accepted that this indursty is one of most prosperous fields in competitive business. It's featured with high technology,high investment ,high risk high benefit ,and internationalizational. The profit ratio is also very high in this field.But as those pharmaceutical enterprises in China are repeatedly ereceted at a low technology level and the sort of product trends to severe sameness, pharmaceutical enterprises in China has been put into malignant competition.Although the country has formulated a series of macro-controlling measure to make pharmaceutical enterprises standard and to bring brilliance to this industry still need pharmaceutical enterprises'innovation, management up guarding and fairy competition.The thesis is adopted actual sample research method, and combined marketing management theory with enterprise's operation.It got firsthand information through great deal of investigation and research. Made omni-direction analysis and study on the Kangsheng Pharmaceutical Company,found the key factor which caused the former depression.It goses form the current situation and future development trend,combining the situation and market character of this industry in the word,with the writer's longtime and deep analysis upon those successful foreign companys in China. The paper puts forwards strategy of promotion, product improvement ,brand establishment in marketing area In the respect of marketing channel and promotion ,the paper described the concept of credit management ,customer management and the of occupying final market.Moreover marketing strategy and implementing suggesting are also discussed with the purpose of get enterprise's self-development and ability to face challenge of competitors.At the final part of the paper, implementing suggestings are proposed on agent management, enhance the use of the sale expenditure, approving and control, improving management of return product,carry out elimination systerm for sales team,and research and development for medicine.It will give some reference for Jiangsu Kangsheng pharmaceutical company.