Marketing Strategy For Beijing Jarlin Company Of Xiaoshuan Enteric-coated Capsules In Shandong Province

In recent years due to the improvement of people’s living standards, the enhancement of people’s health care consciousness and the progress of the national new health reform, the pharmaceutical market increased at a high speed every year. As the national new health reform tilt towards traditional Chinese medicine, the ratio of the traditional Chinese medicine in the medical insurance directory is increased, at the same time the traditional Chinese medicine win more recognition from the mass. So the growth of the traditional Chinese medicine is much higher than that of chemicals. Because of the aging of the population and bad dietary habit, more and more people were attacked by cardia-cerebrovascular disease, cardia-cerebrovascular drugs held a large proportion of the whole of the pharmaceutical market.The market of traditional Chinese medicine of cardia-cerebrovascular grew year by year. More and more pharmaceutical companies joint this market and brought a lot of problems. In the respect of manufacture, much pharmaceutical companies had a serious shortage of R&D inputs and backwardness of production processes. In the respect of marketing, domestic companies have no idea about market analysis and market positioning without experience of foreign companies. Beijing Jarlin pharmaceutical,.LTD joint this market by the acquisition for Xiaoshuan enteric-coated capsules from Sanmenxia Sinoway pharmaceutical,.LTD and made a overall marketing strategy for Xiaoshuan enteric-coated capsules in accordance with the situation of this market.Compared to regional market more marketing research focused on the national market and the patients were classified only by the variety of disease but not process of it in the past. In order to find the feature of the regional marketing of Chinese patent medicine, the marketing strategy of Xiaoshuan enteric-coated capsules in Shandong province is elaborated in this article.The marketing strategy of Xiaoshuan enteric-coated capsules in Shandong province is has been analyzed in this article by adopting the way of the combination of theory discussion, experimentation analysis and work experience. In the process of regional marketing Beijing Jarlin pharmaceutical,.LTD got the situation of market and competitive products by PEST analysis, STP analysis and SWOT analysis and then did market targeting and market positioning. The method of classifying the patients by the process of disease is emphasized and the human resource support strategy to the marketing strategy is mentioned in this article.Through the course of this dissertation conclusion following is made. Durable competitive advantage of the product only can be got by professional and academic promotion in the current Chinese patent medicine market. The precondition of professional and academic promotion is market analysis and positioning. Classifying the patients by the process of disease is very important in market analysis.In the respect of promotion the company should establish cooperation relation with medical association leaders and make full use of academic conference. In the respect of place the company should attach great importance to the management of commercial staff and the cooperation with the commercial companies.In addition, pharmaceutical marketing have improved for more than 30 years but the shortage of qualified medical marketing people is still impact on professional promotion for the companies were accustomed to achieve sales by commission in the past. So the human resource support condition including recruitment, training and incentives and assessment should be taken seriously.