| With the broad and profound traditional Chinese medical science and rich and colorful traditional Chinese medicine resources, after thousands of years of exploration, development, perfected, and gradually establish a independent and completed system of traditional Chinese medicine, it plays an important role in traditional Chinese culture. In particular, natural plant medicine in global attention and attention, drove the rapid development of traditional Chinese medicine market. In recent years, the Chinese government encourages the development of traditional Chinese medicine, and to develop a series of helpful policy for development. Chinese medicine decoction pieces as the most important industries in traditional Chinese medicine, is developing rapidly in recent years, is in to industrialization, modernization development in transition period.Yu HeTang Medicine is located in Banan District Chongqing, is a still in the modernization construction of Chinese herbal medicine enterprises, invested by the Chongqing MingWei Investment Company in 2011, is expected to formally put into production in 2013. Chongqing Ming Wei investment Company is a professional investment company in invested pharmaceutical industry, it contains one Chinese medicine production enterprises, three pharmaceutical wholesale enterprises, a pharmaceutical retail chain enterprises. Yu HeTang Medicine as a professional Chinese herbal medicine company, will further improve the industry chain of Ming Wei investment company in Chinese medicine industry, makes its pharmaceutical industry forward to the group development. At present, to enter the threshold of Chinese herbal medicine industry is very low, competition turns obviously, and the policy regulation just follow up, market order is confused. This article hopes to research Chinese Herbal Pieces pharmaceutical marketing strategy by YuHeTang, to provide strategies for the enterprises to enter the market, enhance the market competitiveness and profitability, at the same time, it will makes relatively systematic understanding and analysis on Chinese herbal medicine industry, in order to promote the development of Chinese medicine industry modest.This article starts from the Chinese herbal medicine market’s development history and the present industry chain of traditional Chinese medicine, analyzes the position of Chinese Herbal Pieces in the whole Chinese medicine industry and the relation of upstream and downstream industry. Further analysis of Chinese herbal pieces of the scale in market demand and competition situation, through the analysis we can clearly understand the Chinese herbal medicine market current situation and development trend, provide a basis decision for the enterprise.The next article analyze the Chongqing MingWei investment company, marshaling the marketing status of other subsidiaries and the relations of YuHeTang. And use of Porter " Five Forces Model" to research the competition environment of Chinese herbal medicine market; using the SWOT analysis method to research the inferior position of the enterprise and market opportunities, threats. These studies allow us to recognize : area of pieces of Chinese medicine market competition intense, national leading brand has not formed; prescription of market competition intense, OTC market and medicined diet market need to explore; the needs of industrial raw materials supply and the consumer market demand are totally different, the raw materials of industry market is affected by the country of origin.On the basis of these research, through the STP analysis method, subdivided the Chinese herbal medicine market, and effectively chose the YuHeTang’s target market, determined the market position.Finally, discusses YuHeTang’s Market Strategy, mainly studied the product strategy, pricing strategy, channel strategy and promotion strategy. The strategy researches provide a theoretical direction for YuHeTang to start the business. |
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