Research On Marketing Strategy Of Hunan Provincial Churen Tang Chain Pharmacy Co., Ltd.

Churen Tang Chain Pharmacy Company is a company belonging to Hunan Provincial Medicine Company, that is a state-owned enterprise before the restructuring, majoring in the wholesale of traditional Chinese medicine (short for TCM) and the operation of Churen Tang Chain Pharmacy. As the key retail teminal of the company,"Churen Tang" is of great research significance. As a result, the article takes its chain pharmacy as the research subject. Since aging accelerates in the society, senior citizens demands more medicine and medical care. China’s medical consumption will reach its first peak by2020and the second by2030. What’s more, with the reform of medical care system and related policies, a new round of competitions among these chained pharmacies will just begin. It is new opportunity, at the same time, many enterprises are facing new challenges.This paper is a detailed analysis and discussion of the operation of chained pharmacy. First of all, by applying the PEST, SWOT and other analytical methods and referring to relevant research data, the article starts from the macro-environment of medicine market, in particular, analyze the development trend of TCM. TCM industry has always been strongly supported by the state. A series of supportive plannings and policies have been promulgated. From2002to2009, China has adopted many policies conducive to the development of TCM. Currently, however, the medical service of TCM in chained pharmacies is comparatively poor. Second, it analyzes competition, development trend as well as advantages and disadvantages of the chain pharmacies. Third, by integrating target marketing strategy theory and the actual operation of the company, it identifies Chinese and Western medicine market segmentation and target market as well as position the market. Last,4PS marketing theory has been used to suggest corresponding strategies for product, price, place, and promotion and propose specific marketing package.Marketing strategy and its effective implementation require the support of internal and external resources of the enterprise. As a matter of fact, the paper puts forward some suggestions for Hunan Provincial Medicine Company on the effective implementation of marketing strategies from the perspective of the company’s regulation, structure, financial situations, human resources.