A Study On The Marketing Strategy Of Longmu Product Of Wuhan Jianmin Pharmaceutical CO.

With the formal implementation of the2000National Drug Classification System,traditional medical unit sales of pharmaceutical products accounted for the overall drugsales market dominance was broken. How to seize the opportunity to redefine big drugsales pattern, using own advantages, identify problems, draw solution using the rightmarketing strategy, the of realistic overall business strategy of the requirements of thesales target is present, Wuhan Jianmin Pharmaceutical Group is facing an important issue.In this paper, based on the theory of marketing, through the analysis of themacroeconomic environment, the industry environment analysis, competitor analysis anda series of other considerations, determine of the Wuhan Jianmin Pharmaceutical Groupthe dominant product Longmu Zhuanggu particles OTC marketing strategy.Longmu is a mid-western medicine, OTC CPI children the calcium type drugs,Wuhan Jianmin as the leading products, the products are the main source of profit ofenterprise sales. Firstly, use the "PEST" analysis method to analyze the macroeconomicenvironment faced by enterprises, the environment of the enterprises which carried out theanalysis from the aspects of the political environment, economic environment, socialenvironment and technology environment; followed by five forces model through thethreat of potential entrants, substitutes, the bargaining power of the supplier, thebargaining power of the buyer and existing enterprise competition between the fiveaspects elaborated objective analysis of the enterprise and industry environment and comeLongmu Zhuanggu particles internal strengths and weaknesses, opportunities and threatsfaced by the external again target market selection by Longmu, product positioning,product core competitiveness analysis, clear the future of business and productdevelopment direction, the last in the company’s overall strategy under the guidance ofLongmu products developed in the OTC market, marketing channel strategy, brandstrategy, pricing strategy, promotion strategy, including a series of marketing strategies.