| In order to provide the solid evidence for the development strategy of Chinese animal's nutrition and health products, the author has studied and analyzed the market character, customers' demand character and the development orientation for the two big markets of chemical and biological products in the industry of Chinese animal's nutrition and health products by availing the principles of the marketing management, industrial organization as well as economics after the author made the investigation on the poultry farm, pig farm, animal's health enterprises, relative association, magazine publisher and the national administration departments throughout over eighteen provinces and autonomous regions in China. And the results are pointed that the total value of Chinese mainland veterinary medicine and additives output reaches RMB 15 billion yuan. And the market structure is characterized with the chemical products CN4 for 3.5% share and the CN 8 only for 5% share, and the market concentration level is low. This is a complete competition market structure and is cause by the lack of available enter bulwark and exit system( easy-in and hard-out), lower content of technology as well as the serious homogeneity; Concerning the biological products, CN4 is shared by 20% (total value RMB 2.1 billion yuan). The market concentration level is high and it is a monopolized competition market structure. The enterprises in this kind of industry are characterized with hard-in and hard-out situation, also with some technology content, high difference and are formed the monopolized competition market layout. But in the Chinese veterinary medicine market, the market concentration level is low and is the complete competition market structure temporarily. The real market competition layout has not been formed yet.The main demand character in the Chinese animal's health products industry is analyzed and resulted by the farmer's backyard farming, 1,000 to 100,000 poultry intensive husbandry, purchase behavior of medicine dealers, products structure of farming demand, demand information from various products, behavior of adopting medicine and the acceptable prices by customers. The research result indicates that one of the main purchase motives is tended to the factors of lower prices and treatment effect while the customers make the purchase decision. This purchase behavior exists some quite irrational phenomena.The reason of making profits for most of domestic veterinary factories is the lower costs and the marketing strategy, but the importing veterinary medicine's character and marketing strategy are not suitable with the Chinese market totally and the market share is less than 5%. According to the market research and analysis, we can predict that the development tendency of further animals' health products is more standardized, and more emphasized on the problem of public environmental hygiene and biological security. The animal health products enterprises tend to be industrialized and standardized.According to the theory of market economics and industrial organization, we suggest that the chemical medicine enterprises should not adopt the marketing strategy by establishing the No.l brand for products; However, the biological products enterprises should have more chance to establish and exert the advantage of famous brand, the enterprises who have change to get into this domain can make much more profits by establishing famous brand, providing diversified products, then use the profits to develop new products and promote the market share. |
