| Reforming and opening for 30 years,China's animal husbandry have made a steady development and becomes gradually the independent pillar industry,which has played the important role in developing the national economy,improving the living standards,increasing farmers' income and so on. The veterinary medicine industry can provide the productions that prevent and cure disease for the livestock and plays a supporting role in development of animal husbandry.In recent years, the country enforces veterinary medicine GMP to the veterinary medicine production enterprise,which prompted corporate restructuring and mergers of veterinary drugs enterprise. Some enterprises without passing GMP have been eliminated and the whole market is re-divided with the keen competition. Under the situation of market promotion and market integration,the veterinary drug manufacturers have to look seizing market share and improving market share as the main mission in recent years,which relates to the future development of veterinary drug companies. Liaoning Province's animal husbandry industry is dominated in the structure of China's animal husbandry,so Liaoning Province is the vital area that veterinary drug enterprise seize market share. Study of veterinary marketing strategy of Liaoning Province have theoretic and practical significance for veterinary drug enterprise completing marketing in Liaoning and have important significance in promoting China's veterinary drug industry and the livestock industry development.According to Marketing,Management Science, Economics etc., this dissertation takes Liaoning Province as the regional market, adopts the methods such as the combining theory with practice, statistical analysis, comparative study, combines with market research information and explore the veterinary drug enterprises how to formulate marketing strategy in Liaoning Province from marketing aspect.In the layout, first of all this paper illustrate the status of our country veterinary drugs and marketing patterns and trends of veterinary drugs market. Veterinary drug GMP's enforcement make the quality of our country's veterinary drug products improve gradually and veterinary drug enterprise's sales channels "flat" increasingly. The partnerships between enterprises and distributors varied from passive "seeking" to "select" dealers, the future veterinary drug marketing proceeds towards the directions of brand marketing,services marketing,green marketing,network marketing. Secondly, this article analyzes the market demand, marketing status of veterinary drugs and the marketing environment in Liaoning Province. In Liaoning Province,animal husbandry developed rapidly,the demand for veterinary drugs is larger,the Government has also instructed a number of relevant policies to support the development of animal husbandry industry, these factors are helpful for the marketing of veterinary drugs,which resulted in the thousands of veterinary drug companies come to seize the market of Liaoning Province, also led to the highly keen competition and veterinary drug sales performance of some enterprises is not satisfactory in Liaoning Province. Finally, from four aspects including product,pricing,distribution channels and promotion, this paper discussed in detail veterinary drugs enterprises how to deal with environmental changes to meet customer needs in Liaoning Province and formulate better mix marketing strategy in order to find a practical way of enterprise development, i.e. to adapt the changing of market environment,to foster the concept of service marketing, to insist on the strategy of innovation and brand, to develop rapidly, to form strong competitive advantage,to large market share rapidly,so as to make veterinary drug enterprises enter the sound developing track.Through analysis to the market environment of Liaoning Province veterinary drugs,according to market demand, it can be thought that veterinary enterprises has four main target markets in Liaoning Province, that is to say, large-scale poultry enterprises,scattered poultry market,large-scale pig enterprises, scattered pig market. When marketing strategies of products,pricing,distribution channels and promotion are formulated, manufacturers should combine the characteristics of the target market, make full use of available enterprises resources,be based on innovation,develop new markets,improve market share an seek survival and development in the market. |
