Jiuzhitang Otc Marketing Strategy Research

The drug market in China is expected to be the biggest one in the world in 2010 with the rapid developing potential in its over-the-counter market( hereinafter refered as OTC market). However, facing the gradually strict policy control, deteriorative market competition, severe change in sales channel, continually raising marketing cost and the increased unpredictable market risks, the pharmaceutical market is being confronted with unprecedented tough circumstances in today's China. Under the altered market condition, it's a time consuming work to foster a brand with increasingly enhanced resouse input required. The multinational firms are ready to cut the big cake of China's OTC market by intensified research input and accelerated strategic plan in China. Under such a new competition circumstances, it is useful to utilize self advantages, discover the potential of development and cultivate corporation competitive ability by the objective and thorough analysis of the conditions inside and outside corporation. The success in this field can only be earned by clearly identifying the market tide, rapidly recognising the consumption demand, seizing the transient market opportunity with flexible strategic innovation and creating chalengeable team executive force.The results and conclusions in this paper is based on the case of Jiuzhitang corperation's competitive strategy. In order to figure out a feasible strategy in the breathtaking market competition as well as an effective managing method, we used the ordinary mode in this kind of study, such as PEST analysis, SWOT theory, ordinary strategy theory, 4Ps theory together with balancing counting method. Through the analysis of the external opportunity and threat, potential rivals, as well as internal advantages and disadvantages, we hope to present a satisfactory answer to you. The particular character of paper is theoratical and realistic. We honestly expect this paper could guide Jiuzhitang to gain more business success, and would also become a good reference to other enterprises.