The Research On Marketing Strategy Of SC Pharma Ceutical Co Ltd Based On The New Medical Reform

Abstract：Based on the theory of western marketing and my experience in medicaladministration over8years，this paper take the SC pharmaceutical industry, a middlesize enterprises, for example and then give the marketing strategy in the background ofThe New Medical Reform. The paper’s idea came from western marketing theory. Forexample, PEST,SWOT, Potter’s five forces model analyzes and so on. But with thebackground of The New Medical Reform, how to make a marketing strategy is veryimportant for Middle and small sized pharmaceutical enterprises. My paper combinesthe environment that small and medium-sized pharmaceutical enterprises face in Chinamarketing environment and the background of SC pharmaceutical enterprise, proposedmarketing strategy and scheme of SC pharmaceutical enterprises should take.There are many researches on the marketing strategy and developmental strategyabout the SME, but less on pharmaceutical enterprises of small and medium-size. Forthe reason of employment and innovation, the small and medium-sized pharmaceuticalenterprises are so important that no one can neglect their influence. That’s the reasonmy paper studied on the marketing strategy about the middle and small sizedpharmaceutical enterprises of small and medium-size.China has started to implement the new medical reform from2009, this paper firstintroduces the background and the main content of the new medical reform. Then thispaper simply introduces SC pharmaceutical enterprises. The paper use the Potter’s fivecompetitive forces model, PEST and SWOT, to analyse environment potentialcompetitors, substitutes, suppliers and customers of the five competitive forces. At lastthe paper give four marketing strategies for pharmaceutical enterprises, they are pricestrategy、production strategy、panel strategy and promotion strategy.