Research On The Marketing Strategy Of Kexing Biotech Company

On establishing the strategy of "Healthy China" a national policy, China’s pharmaceutical enterprises as important participants are facing unprecedented major development opportunities. Since year 2008, China’s pharmaceutical enterprises have quicken the pace on merger and reorganization, a large number of well-known pharmaceutical enterprises emerged, and have taken the lead on the product’s Reach&Development and marketing promotion, remarkable achievements have been made. At the same time, some traditional pharmaceutical enterprises facing the drastic market competition have to carry out strategic adjustment and transformation.Kexing Biotech was founded in 1989, as the China’s first modern biologicals manufacturing enterprise, also the pioneer in the filed of self-study biologicals in China, highly praised by China’s pharmaceutical industry and achieved strong support from the government. Kexing Biotech’s recombinant human interferon α1b is the interferon researched based on Chinese human gene and belongs to a class of drugs, was the first-line medication for treatment on hepatitis B, hepatitis C, and the leadership position in the industry had been established since 1998. In addition to interferon, Kexing Biotech also has recombinant human erythropoietin injection(CHO cells), recombinant human granulocyte colony-stimulating factor injection, capsules/ powder of combined clostridium butyricum and bifidobacterium, live and other biologicals on sales. However, from year 2005, due to the frequent change of shareholders, systematicness and coherence on new drug’s Reach&Development of Kexing Biotech are broken, resulting that no new drug goes on sale, Kexing Biotech gradually is overwhelmed in general biopharmaceutical enterprises.This article is written by taking Kexing Biotech as subjects in the study, and applying modern marketing theory and strategic management to summarize and analyze the problems existing in Kexing Biotech’s marketing management, to identify shortcomings in product, price, marketing channel and product promotion, and also by analyzing the current situation of China’s pharmaceutical industry and the future pharmaceutical market as well as combining a new round of reformation on medicine commenced in year 2015, aslo Kexing Biotech industry competition and its internal resources, development opportunities, threats, advantages and weaknesses that Kexing Biotech recognized are demonstrated, strategies in two levels of accelerating mergers and acquisitions, depth and width exploitation on existing products and market are extracted, meanwhile, the study is set as per basic framework of 4Ps marketing combination theory, a series of specific and viable marketing management operations program are put forward, providing basis for decision making of the company’s change in related aspects, but also hoping to offer a reference on reformation of similar enterprise.