Research On The Marketing Strategy Of JH Animal Pharmaceutical Company

Animal husbandry in China since twenty-first Century, entered the stage of rapiddevelopment. At the same time, the veterinary drug industry has entered a fast track ofdevelopment, veterinary drug market competition is also growing, so as to promoteadjustment and change in R&D, production and marketing and other aspects of theenterprise.Animal drug industry in our country at present situation is: investment is small, thin,small scale, the construction of base of production level is low, less investment in researchand development, product technology content is low, the product to imitation, animal drugcompetition turns white-hot with each passing day; at the same time, the veterinary drugdistribution channel is not normative, lack of channel distributors consciousness; animalmedicine enterprises operating difficulties and challenges, animal drug marketing channelis the enterprise development the core marketing strategy. The private enterprise or jointventure based production operators gradually become the animal drug industry marketingleading. Based on the domestic and overseas relevant marketing theory, analysis, MichaelPorter’s five forces model analysis using PEST, using SWOT matrix, analysis of thestrengths and weaknesses, opportunities and threats, combined with JH company’sresources and capabilities, according to market positioning and market segmentationtheory to locate the business target market, and develop the JH4Ps marketing strategy andimplementation strategy. Based on the analysis of the JH animal pharmaceutical companyis currently marketing management present situation, the external environment of thecompany, especially on the southwest region peer marketing analysis, comparison,summarized the characteristics of the enterprise, JH company marketing strategy researchfor; through the analysis of our country animal drug industry and the present situation ofJH company, combined with the relevant theory of marketing channel, according to theneeds of the marketing development strategy of JH company, proposed and constructedthe marketing channel management system for JH company. In this paper, thecombination of theory and practice, in the current animal drug market situation in Chinaunder the background of continuous change, the strategic management theory is applied tothe practice of enterprise strategy, has certain guiding significance to the stability anddevelopment of JH company in the future.