Research On The Chinese Pharmaceutical Companies Marketing Strategy

Based on the marketing theory and my experience in pharmaceutical industry,this thesis introduces the competitive history and actuality and the developmental trend of pharmaceutical industry, analyzes the existence and the problems that the middle and small sized pharmaceutical enterprises faced, and then puts forward the marketing strategy that the middle and small sized pharmaceutical enterprises should follow, in order to make middle and small sized pharmaceutical enterprises stand out in the future competition.More research of the developmental strategy and marketing strategy about the middle and small size enterprises has done, but less about the middle and small sized pharmaceutical enterprises. They are the important parts in the pharmaceutical industry and their influence can`t neglected, so the research aims to make the marketing strategy about the middle and small sized pharmaceutical enterprises.First, the thesis introduces the history and the status quo and the evolutive trend in pharmaceutical industry, based on the analysis of the competitive environment of pharmaceutical industry, analyzes the status of the middle and small sized pharmaceutical enterprises, the problems they faced in participator; subsequently brings forward the suitable marketing strategy.The paper uses applicable many kinds of analysis instrument, such as Five Force Model of Environmental Threats, PEST and SWOT Matrix, 4P's theory. Based on the analysis, the thesis investigates the marketing strategy of the middle and small sized pharmaceutical enterprises.At the macroscopic and microscopic level, aiming to solve at the problems the middle and small sized pharmaceutical enterprises faced, on the background of global competition, the thesis brings forward the marketing strategic selection of the middle and small sized pharmaceutical enterprises.Under the current competitive condition, the research considers that the middle and small sized pharmaceutical enterprises should choose the special or concentering marketing strategy, or integrate the two strategies, and the strategy selected has to go along with the resource which the middle and small sized pharmaceutical enterprises possess. For the familiar problems a ruing in the execution of the strategy, the paper provides solutions limitation.