The Research On Relationship-Marketing Tactics In Xian-Janssen Pharmaceutical Ltd.

Medicine industry has been always played a very important role in keeping our people's health. Following the reform and opening-up, many famous transnational pharmaceutical companies have invested in China, their innovative drugs and advanced marketing model has brought great changes to this field. However, the successive price-cutting by the government and the policy of concentrating purchase of drugs, together with the regulating of medical bribery, turn the environment of medicine industry into more and more complexity and unrest.Founded in 1985, Xian-Janssen pharmaceutical co., ltd. is a Sino-foreign joint venture making businesses in manufacture and sale of innovative drug products. After launched its first product in 1989, Xian-Janssen has kept always being the market leader, it has obtained excellent achievements in enterprise culture, brand construction, customer loyalty, human resources, government relationship and social fame and so on. But in recent years, mainly due to the changes of government policy, market situation and customer needs, and to the hard competitions and its own management mistakes, the Corp. also faces many problems such as slowly sales growth which below the average level, fast dropping down of customer satisfaction, lost of market position and good employee, fast growth in sales cost, etc., these have affected the development of Xian-Janssen.To resolve these problems, the article starts from the research situation of the theory of relationship marketing, analyses its developing history, academic schools, characteristics and usage, its social and culture basis. Through comparing with other kinds of modern marketing ideas, according to the concrete characteristics of medicine field that macroscopically it is tightly controlled by SFDA, Price, Medicine, Labor and other government department, that microscopically the doctors control the R_X power , the article analyses the advantages and shortcomings of Xian-Janssen's current marketing tactics. After comparing several market models of relationship marketing, the article elaborates the necessity and feasibility of introducing relationship marketing into Xian-Janssen, selects a market model that suits Xian-Janssen and proposes the suggestion of applying relationship marketing tactics.Finally, using relationship marketing theory, combining with other modern management theories such as organization structure and culture theory, public relationship theory, human resources management theory and supply chain management theory and so on, the article formulates comprehensive plan for Xian-Janssen's relationship marketing, and concrete goals and tactics for its sub-markets of relationship marketing respectively. After analysis its application, suggestions for improvement are also given in the text.