Study On Marketing Strategy Of Shiyitang Pharmaceutical Factory Of Harbin Pharmaceutical Group

In2012the new medical reform has entered its fourth year, following last year’s "drug production quality management standards "(version GMP) carry out formally, by the beginning of this year held a national health conference proposed the comprehensive cancel "In medicine for medical", these new policies will surely accelerate China’s pharmaceutical industry reshuffle and concentration increases, can say2012is to deepen health reform assault fortified positions, it will on the pharmaceutical enterprise’s marketing work put forward higher requirements. At the same time, because of the medical market rigid demand is bigger, consumer requirement of health also continue to fast growth,2012medical market will continue to maintain growth, the pharmaceutical industry, the market potential demand huge, the production, the sale is expected to continue to maintain the good momentum of development. In the face of volatile medicine market, Shiyitang pharmaceutical factory of Harbin Pharmaceutical Group is facing opportunities and challenges.Based on the marketing strategy for the research direction, in order to Shiyitang pharmaceutical factory pharmaceutical marketing present situation as the background, through the analysis of marketing environment opportunities and threats, the main use of the SWOT method, STP analysis and4ps theory, the rational understanding and analyzed on the basis of the enterprise marketing strategy, marketing mix strategy the existent problem and analyze the causes of problems, and puts forward the marketing strategies to measures.This text is divided into five parts:firstly introduces Shiyitang pharmaceutical factory of Harbin Pharmaceutical Group marketing condition, has analyzed the enterprise market marketing existing product portfolio is not reasonable, partial product price make not science, terminal channel and promotion way problems such as single, and analyzes the causes. The second part is from traditional Chinese medicine market macroscopic environment, traditional Chinese medicine of the customers’ purchasing behavior and SWOT analysis to analyze the medicine group, the world a pharmaceutical factory market marketing environment. The third part is from a geographical area, consumer demand, market segmentation and selection of adapted to the target market of the enterprise and product market positioning. The fourth part is to the Shiyitang pharmaceutical factory of Harbin Pharmaceutical Group marketing strategy from the product portfolio, pricing, marketing channels and other aspects to construct. At last, it puts forward a series of conform to the enterprise development, implementation of new marketing strategy safeguard measures.Through the marketing strategy of Shiyitang pharmaceutical factory of Harbin Pharmaceutical Group, this paper to the enterprise marketing strategy to improve help, also for other pharmaceutical enterprise’s development to provide the strategies and methods for reference.