Smooth And Pharmaceutical 4r Theory-based Marketing Strategy

Our country medicine commercial quantity is multitudinous, butmanagement scale is smaller, industrial concentration is low, enterprise isshort of the scale effect, the expense rate is high. the existing medicinecommercial is confronted with gigantic survival pressure with ourcountry adding WTO and the medicine industry opening. Therefore, thisarticle take Shunhe as object of study, conducts the research to itsmarketing strategy.This article first embarked from the existing medicine marketingtheory, has conducted the contrast analysis research, sought the theorybasis for Shunhe's marketing strategy formulation. This article hasafterwards conducted the research from following several aspects:Shunhe locates the macroscopic environment, the medicine circulationprofession competition condition, resource and ability of Shunheanalyses, and SWOT analyses. Thought that the inside and outsideenvironment is in favor of development of Shunhe, ought to adopt growthstrategy.Through analysis in above several aspects, the target market andmarketplace have been ascertained: "One platform, three business circles", "one platform, big three kind products", has realized "resource share,function complementation" under Shunhe same system. Has formulatedShunhe's marketing strategy under the 4R theory.The marketing strategy by the specialty, the product, the technology,the feedback, the service, credit manages with promise, the customer management, the customer transfers the value, the profit guarantee and soon 9 kind of cores abilities is composed.These 9 kind of cores ability can help Shunhe to enhance theenterprise the brand property, enable the enterprise the brand value toobtain the unceasing enhancement, thus the impetus product and theservice price enhancement, enterprise's profit increases, furtherstrengthened enterprise's competition strength.Finally, this article proposed safeguard measure for Shunhe'smarketing strategy implementation, from organizations and agenciesadjustment, human resources safeguard, information systemconsummation, risk control and so on four aspects.