Research On The Marketing Strategy Of Kunming Traditional Chinese Medicine

With development of national economy and implement of series of policies and regulations in medicine industry, Chinese medicine industry has a rising position in national economy. However, the development level of Chinese medicine industry is still very low, such as low industry concentration, small scale, and serious homogenization of products produced, Chinese medicine enterprises are facing fierce competition. Theses enterprises need to create a competitive advantage and achieve long-term development on the basis of analyzing internal conditions and from the overall and long-term development of the concept. Marketing strategy is a function strategy of corporate strategy, is the core of corporate strategy system, it has the status and function of guiding other function strategies from the achievement of marketing goals, services and the support of corporate strategy. Marketing strategy is crucial for enterprises, a good marketing strategy will lead enterprises to the glorious road.Based on a review of key marketing theory such as PLETSC model, STP marketing theory, SWOT analysis and the 4P marketing mix theory, this paper describes the macro-environment, industrial competition environment and internal environment faced by Kunming Chinese Medicine Factory Co., Ltd. Based on SWOT analysis and recognition of The enterprise core competitive ability, this paper studied the target market selection and positioning, and the establishment of marketing strategy and construction of a marketing system and marketing organization of the company. After that, this paper analyzed the marketing strategy implementation and security measures in terms of product strategy and pricing strategy. This paper intended to make complementarities and guidelines to related theories and practices of marketing issues.