Antibiotic Product Marketing Strategies Of Harbin General Pharmaceutical Factory's Sale Company

The pharmaceutical industry is an important and special area, in which the people's health, social stability, economy development and high technology are involved. At present, the pharmaceutical industry is under development in China. There are a lot of things needed to change in this area and our country constantly investigate and readjust, including lowering the medicine price, formulating the new medical insurance system, bidding on the Internet and so on.After China joined WTO, a lot of large-scale foreign medical enterprises enter the chinese market.Because these international enterprises develop early, the scale of the company,the technique and the occupation of the market are all better than the enterprises in China.These factors bring lots of presure and difficuty to the domestic enterprises.Therefore, how to use the new marketing strategies to develop ourselves? That's the main problem we are facing.Pharmaceutical industry is divided in accordance with international standards of the 15 categories of industries internationally and also the World Trade one of the fastest growing industries. Since the reform and opening up, China's pharmaceutical industry at an average annual growth rate of output of around 16.6%, "85" is the fastest growing period of 5 years (average annual growth rate of 22%), "Ninth Five-Year Plan" period remained higher the rate of growth (average annual growth rate of 17%). The overall size of China's pharmaceutical industry in the national economy in 36 sectors in the first 20, belonged to the middle level, or an emerging industry, and therefore a broad space for development.The pharmaceutical industry has been a long-term enterprises, small-scale, high cost-effectiveness of chronic low trap. Accession to the World Trade Organization, market competition, some enterprises will be mergers, restructuring, some companies will have to withdraw from the market, the Chinese medicine market "territory" will be re-divided. This survival of the fittest is the result of decreasing the number of pharmaceutical enterprises. Have been eliminated in 2001 the total number of pharmaceutical companies accounted for about 10% of small-scale pharmaceutical factory, can be eliminated in 2002 about 10 percent of small-scale pharmaceutical factory. According to the experts predict, "15", China's pharmaceutical enterprises will be reduced by 25% -35%. State pharmaceutical enterprises "15" development objective of the organizational structure of enterprises is also adjusted to: the existing basis of large enterprise groups through stock listing, merger, combination, reorganization, etc., about 10 foster sales of five billion or more groups of large pharmaceutical companies, these enterprises with annual sales of industrial enterprises in the country's total pharmaceutical sales of more than 30% of the total, the main products with the international match for the ability of transnational corporations; cultivate five to 10 yuan for domestic and foreign markets operations, with annual sales of 50 billion pharmaceutical distribution companies of large groups; the establishment of about 40 for the domestic market or domestic regional markets, with annual sales of 20 billion flow of large-scale pharmaceutical enterprises, these enterprises pharmaceutical sales business sales accounted for more than 70% of the total; 10 at home and abroad, the establishment of well-known pharmaceutical retail chain enterprises, each enterprise has more than 1000 branches; the establishment of a number of regional pharmaceutical retail chain enterprises, each enterprise about 100 stores. With the deepening of enterprise reform and corporate restructuring, the next few years, a large number of listed companies as the main body of the big companies and big groups will come to the fore, which, through association, merger, reorganization to achieve convergence of conventional resources, assets and capital expansion, the formation of great strength, is expected to compete in the global market in an invincible position.Harbin Pharmaceutical Group Pharmaceutical Factory is the focus of antibiotic production base in China and 500 in China, one of the largest industrial enterprises. At present, the factory covers an area of 1,090,000 square meters, total assets of 1.6 billion, with 8,000 employees, of whom more than 3,000 professional and technical personnel, and has more than 30 workshops, in strict accordance with the GMP requirements of production and a domestic first-class quality Center for Drug Research Institute and the two total generating capacity 16,700 kilowatts-owned power station.The main production plant penicillins, cephalosporins and cardiovascular and cerebrovascular medicine more than 30 kinds of raw materials such as drugs and formulations varieties. With 6-ACA ,7-ACA ,7-ADCA nuclear family of three antibiotic products in the mother, at present, the pharmaceutical plant in Harbin Pharmaceutical Group Production Injection tablets, capsules, injection, tablets, capsules and granules have been through the State Drug Administration GMP certification; potassium penicillin industry certification through the United States FDA. Products are exported to more than 20 countries and regions, 3.2 billion in annual sales revenue of more than 100 million U.S. dollars foreign exchange earned through exports.Harbin General Pharmaceutical Factory's Sale Company is one of the largest medical enterprises in China.It faces new challenge.During the last ten years, Harbin General Pharmaceutical Factory's Sale Company has developed fast, which occupies the leading position in national market. But compared with the large international enterprises, it has a long way to go. China has the largest population in the world, and the development in the last thirty years is well-known to the world. Meanwhile, China has joined the second economic entities. As the most excellent medical enterprise in such country, the present scale can't follow the development of our country. So Harbin General Pharmaceutical Factory's Sale Company needs to do the following things: ensure the good quality, utilize the market rule to develop itself and set an example to the national medical industry.In order to finish the paper better, I research lots of international marketing theories and know many marketing people. According to the domestic and extrnal circumstances, I analyse the current situation of Harbin General Pharmaceutical Factory's Sale Company and find the successful advantage of the company and the disadvantage at present. I also use many excellent theories to analyse the development of the company in the future and I hope I can make contributions to the deveopment of the company.