PaiQi Oral Preparation Marketing Stategy Of Xian Lijun Pharmaceutical Company

Pharmaceuticals industry is characteristic by its unique nature that its economic growth hardly gets impacted by the change of the business cycle. Its production and sale strategy is also distinctive from general merchandise sales as it direct links to the people's living condition. In last few years, while our native pharmaceutical industry has kept maintaining at a high level of growth, policy environment has also undergone tremendous changes. By introducing《2009-2011 to deepen the medical and health system reform implementation plan》, pharmaceutical market is facing tremendous impacts and changes in last two years and there after. For the production enterprises, the key challenge is to adjust train of thought, understand the policy change and its influence to the market and develop new marketing strategy in accordance.The focus of this paper is to analysis the pharmaceutical industry development trend, illustrate and apply numerous marketing management theories, including SWOT analysis method, the Five-force model and Product Differentiation Strategy Marketing theory, to the current industry content and the corporate marketing development condition. By analysis the various theories with current market condition, this paper demonstrate what market segment and channel can be targeted and how the marketing plan can be developed.In summary, in the current repaid growing medical industry, in order to maintain a high level of competitiveness, obtain a significant amount of market share and keep developing market potential, the firm must have a thorough understanding of national health reform related policy and target, understand the reform process, grasp the industry's future trend and integrate together with its own enterprise and the product characteristics.This analysis is anticipated at the time of introducing the new medical reform and implementing the base charge system, and also based on the background of《2011 national clinical usage of antibacterial drugs in special punish activity plan》policy. In terms of the product marketing analysis of Azithromycin Oral Preparation, this research can provide relevant and timely guideline to the production personnel of the similar product and pharmaceutical industry practitioners as there is limited marketing strategy analysis available for this area.