Study On Marketing Strategies Of The "Daiwenjiu Ointment" In Beijing Market

Feige medicine. Although there are more than 60 years of history, from the past state-owned enterprises period(Xiangtan City pharmaceutical factory) to 1997 the beginning of public-private period(Xiangtan Feige Pharmaceutical Co., Ltd.) to today’s comprehensive private, because in marketing lack scientific strategic plan, the company missed the wave 3 excellent opportunities for development, so that up to now the scale of sales still only in the 1 billion edge wandering. Marketing products,regional development is uneven, some good and some bad, there is no enough to support a benchmark for the survival of the enterprise products, also not be used to simply copy the model of the market, enterprise development into a bottleneck.Combined with the present development situation of Feige medicine, the layout of the market are analyzed, STP and 4Ps theory, research and design of the daiwenjiu ointment in the Beijing market marketing strategy, through market segmentation and re defined target market put forward differentiated market positioning, daiwenjiu ointment in the Beijing market to create brand products, so that the Beijing market become Feige medicine national market benchmark, Feige medicine daiwenjiu ointment and other quality products, a layout of the national market, to explore the mode of operation of the product, the establishment of reproducible sample plate.This paper analyzes the daiwenjiu ointment products marketing status quo and existing problems and of daiwenjiu ointment to the Beijing market, the marketing environment of diagnosis, data analysis showed that the Beijing market development rate is very low, average hospital output is very low, product development, there are still great explore potential. By daiwenjiu ointment mechanism, product characteristics, indications of analysis, literature and query, the main competing products research, to extract daiwenjiu ointment of market segments should be locked in rheumatism cold Bitongkang field, and chronic gastroenteritis, children with respiratory tract infection fields, put forward "to paste moxibustion, acupuncture treatment," the difference of market positioning, and design of daiwenjiu ointment single goods brand strategy. Combination of daiwenjiu ointment Beijing market situation and Feige medicine development strategy, establish the new marketing mode of daiwenjiu ointment to the Beijing market, standardize the product strategy.Through the analysis of the developed hospital, we found out the existing problems,and formulated the method and the method of the amount of the generation of warm moxibustion. In order to ensure the implementation of marketing strategy, this article also from the transformation of marketing concepts, optimize the organizational structure, improve the incentive system, innovative marketing management and other aspects of the system security measures.