Researchon Marketing Strategyin Company QB

Pains like rheumatic aches and pains, backaches and pain and swelling from injuries are common in our life. Arthritis, scapulohumeral periarthritis, cervical spondylosis and bone hyperplasia affect our health seriously. Traditional oral medicine and operation has great influence on our body. Transdermal Therapeutic System (TTS) is a new treatment that based on the way "treat an internal illness by external treatment". It doesn’t hurt patients’liver and kidney and is loved by lots of patients for its good therapeutic effect, high safety and with no side effects. The competition of such brands like Yunnan Baiyao, Lingrui, Qizheng etc. growing keen in the field of analgesic plaster. At present, the prices of imported raw materials are continuously increasing. Under this circumstance, marketing strategies are very important when thinking about how to make a new product occupy an better role in the fierce market competition and then grow strong.Taking analgesic plaster of QB for example, this article proposes corresponding marketing strategies after segmenting market, choosing target market and positioning marketing by analyzing marketing environment, determining opportunities and threats through using "five-force model" and identifying advantages and disadvantages combining SWOT analysis. By ways of literature research, questionnaire survey and comparative analysis, this article provide the following marketing strategies:Differentiation product strategy--enhance drug penetration and absorption, enhance the efficacy of the product and consumer experiences, and lowers the adverse reaction by using leading international technology, hydrogels; Price strategy-- "High quality but same price"; Channel strategy--basing on drug chains and hospitals, developing diversifying channels and cooperating with manufacturers; Communication strategy:stressing better analgesic effect, healing the pain and preventing from recurring through advertising verbal "relieving rheumatic pains and supplementing kidney, killing the pain better", making comprehensive and effective publicity plan after mixing multiple communication means by integrating traditional medias, focusing on public service and event marketing to enhance product awareness, promote sales, make QB company’s analgesic plaster have competition ability and develop company.