Research On Marketing Strategy Of Pharmaceutical Enterprise B

As a new technology oriented industry, the bio-pharmaceutical industry of domestic high and new technology has always put emphasis on technology and production, neglecting or even ignoring the marketing and sales. As more and more world famous pharmaceutical enterprises enter China and develop well, like Johnson from America, GlaxoSmithKline from Britain, Wyeth from America, which have the world’s leading pharmaceutical technology, strong financial power, advanced marketing concept, reasonable sales organization, rich marketing experience; as Generic technology has been improved due to the termination of the administrative protection for foreign pharmaceutical enterprises and the open of technology barrier, the domestic horizontal competition is becoming more and more intense. Therefore, how to systematically research the marketing environment, how to define the opportunities, threats, self advantages and disadvantages, how to establish and complete marketing combination strategy, how to ensure the implementation, and finally how to achieve the continuous development is the problem which the bio-pharmaceutical enterprises of domestic high and new technology must face and solve.Based on above practical background, taking one bio-pharmaceutical enterprise of high and new technology in Anhui as an example, which has the industry chain from raw material production to intermediate production to preparation production and sales, the paper reviews related basic theories and methods of marketing management, analyses the enterprise macro environment, industry environment, and major competitors of targeted market by PEST, defines the market opportunities, threats, the self advantages and disadvantages of the enterprise by SWOT, and finally improve marketing combination strategy from the four aspects of product, price, channel and promotion and the network awareness of information age. The paper also states that the implementation of marketing combination strategy must be ensured by perfecting the existing marketing organization, by establishing, implementing, and controlling marketing plan, by strengthening the management of marketing personnel, by perfecting the collection of marketing information, by setting up the concept of marketing strategy.Starting with researching the real situation of the enterprise, the paper analyses the inner and outer environment of its marketing based on the facts by combining with practical work. In view of its current marketing situation and problems, the paper puts forward optimization proposal with pertinence, feasibility, and strong operability and also the ensured measures for the implementation. The research results of the paper can not only play an active role in improving marketing combination strategy of Enterprise B, but also can serve as reference to some extent for other related enterprises’ marketing practices by investigation into the shortcomings and solutions during the marketing management of bio-pharmaceutical enterprises of domestic high and new technology.