Zhongyi Pharmaceutical Company Marketing Strategy Research

With the development of market economy and accelerating the pace of networkinformation, China’s pharmaceutical market has undergone tremendous changes.Domestic medicine enterprise, especially the traditional Chinese medicine enterprisesare facing the keen competition. Some pharmaceutical enterprises are becomingbigger and stronger because of their scientific market localization and the strategicinnovation and marketing innovation, some are contributing to their downfall due topoor management and incorrect marketing strategy. In order to fasten its developmentpace, ZHONGYI pharmaceutical company has established and improved themarketing strategy as well as a series of marketing innovation, which is an inevitablechoice for it to enhance its own competitiveness, enlarge brand influence, and seizerapidly corresponding domestic and international market, with the condensation andintegration of the enterprise’s core value chain.Based on broad prospects of the Chinese medicine market and competitivepressure from the Western medicine, by analyzing the environment and conditions, itscompetitor status, this paper points out ZHONGYI’s marketing main characteristics,explores the direction on how to develop its potential and exert its advantages, putsforward its marketing optimization portfolio strategy, namely carrying out composedmarketing innovation in the market positioning, market segmentation, product andmarket combination, brand strategy and other aspects. At the same time, theZHONGYI company should also pay some attention to construction of the marketinginformation platform and some marketing value-added services, supplying theenterprise for fundamental, continuous marketing improvement and the long-termsustainable development.This paper on ZHONGYI pharmaceutical company is of great significance. Onone hand, it helps to push forward exploration and improvement of marketing mode inthis company, and it is conducive to the company’s marketing team building, helps thecompany to enhance the overall level of marketing. On the other hand, it is ofreference value for other similar companies to win more market share and gain thehealthy development, to adapt the competitive marketing environment and keepsustainable development, in the age of information technology.