Small And Medium-sized Pharmaceutical Companies Marketing Planning And Management

In the process of gradually improving of the medicine marketing in China, as a main power, the role of middle and small sized pharmaceutical enterprises cannot be replaced. After the entrance to WTO and along with the deepening reform of medicine market system, the Chinese government has been tightening up the administration. In this condition, the middle and small enterprises have to face to the problems in the fields of techniques, management, fund and etc. all these are the obstacles difficult to overcome. If these problems cannot be solved, the middle and small enterprises will find themselves in a tight corner. There are many problems exits in A company in the paper, such as unclear strategy, unsuitable sales pattern, taking training not seriously, especially low-level marketing management, all these problems are also widely exits in many other middle and small enterprises. Along with the speed up of opening policy of the medicine market, the middle and small sized enterprises has been bogged down in existence crisis when attached by the low price products because of the small size, weak researching-developing ability and low-level marketing management. Different from the multi-national companies and the big pharmaceutical enterprises in China, middle and small enterprises'way of developing is not clear. Although there are modern managing frame in many of these companies, they haven't mastered the real marketing managing methods in a right way. They make the marketing policy based on how to motivate the salesperson to maintain the sales increasing. Companies can reduce the pressure of marketing management by this kinds of policy. But when the companies developing, they have to face to the problems in the fields of place, price management, product promotion and etc. These make the companies more and more pressures. So, if the middle and small sized enterprises want to exist and develop, they must raise their level of marketing management and have a clear marketing program.