| With the further deepening of China's medicare system reform and ever-intense market competition, most of pharmaceutical agents in China now don't have clear marketing strategy, which result in a lot of problems in the company. This thesis takes ZJ where I worked before as an example to study the marketing strategy of ZJ so as to help the company to improve the existing problems.The thesis first points out the two major problems of the company, i.e. no establishment of industrial brand and lack of marketing strategy. In addition, it outlines China's pharmaceutical marketing development and marketing direction under the new environment, then focuses on analyzing the influence of external environment of the pharmaceutical industry and internal environment of the company on ZJ, makes SWOT analysis on ZJ, determines the company mission, strategic objective and period, and analyzes in detail the two major existing problems of the company.Then based on the existing problems of the company, it stipulates the marketing strategy, and indicates the direction of differentiation marketing strategy. It mainly illustrates the differentiation marketing strategy level, points out the specific practice of each kind of differentiation, and meanwhile explains the attentions to be paid when the company implements differentiation marketing strategy. To solve the two problems, the differentiation marketing strategy mainly selects differentiation brand construction strategy and promotion marketing strategy. The implementation of differentiation brand construction strategy focuses on brand service, personnel image, and public welfare activities, while the implementation of differentiation promotion marketing strategy focuses on product promotion, product positioning, medical support and terminal sale. Through case study, it points out the attentions to be paid by the company when implementing differentiation marketing strategy, with certain practical operability. Finally to ensure smooth realization of the strategic objective, it analyzes with examples the possible situations encountered when executing marketing strategy, sets up the measuring standard and correction scheme, and discusses the essential roles played by the marketing incentive, employee training and full-member marketing during the process of strategy control.This study has provided theoretical guidance for the future marketing work of ZJ, pointing out that the development direction and objective is to establish the concept of differentiation marketing strategy, focusing on solving the main problems of the company through differentiation brand strategy and differentiation promotion marketing strategy. Only in this way can we radically improve the company's marketing management level, finally break the bottleneck and march towards higher development step. |
