Research Of The Establishing And Developing Of OTC Marketing Strategy For Panlong Pharmaceutical Enterprise In Shaanxi

Our country medicine economy development is very rapid, as a result, increasingly fierce competition between the pharmaceutical companies. In order to in medicine occupies a certain market share, pharmaceutical enterprise innovation in terms of strategic marketing. As the medical market prosperity, pharmaceutical companies face increasing competition. Different from traditional industry, pharmaceutical enterprise of strong homogeneity of products and services, is difficult to form the differentiation advantage, therefore, brand strength is particularly important. Pharmaceutical brand marketing, in order to establish, maintain and spread medicine brand, sets up the brand personality, strengthen the brand with the target audience, and then to brand a series of marketing planning, implementation and supervision work. Through advertising, sales promotion, public relations, media communication and interaction between the event marketing, network marketing, combined with the pharmaceutical industry characteristics, to brand as a whole.Taking Shaanxi Panlong pharmaceutical group strategic marketing innovation as the research object, first of all to illustrate the selected topic background and the selected topic significance, and points out that the thesis writing thoughts, frame structure and research methods; Secondly, the paper first starts with the current situation of non-prescription drugs,what are the problems pointed out that the development of pharmaceutical industry in China.Third, through the SWOT analysis method, this paper analyzes the present situation and market competition status, Shaanxi Panlong pharmaceutical group pointed out that the characteristics of the enterprises and the existing problems; Fourth, the analysis of the current situation of Shaanxi Panlong pharmaceutical group products, points out the subsequent product development strategy; Fifth, according to different markets, develop different marketing strategies; Sixth, channel strategy, make electricity, and Tmall cooperation, in the Tmall set up their own medical pavilion; Self-built corporate online mall; The building up of itself in We Chat public number of platform; Multi-pronged, but should choose to suit the focus, from set out actually, through in hall Tmall medical training team and training a group of stable customers, eventually become bigger and stronger, multi-pronged, blossom all around.The contribution of this paper: first, about the present situation of Shaanxi Panlong pharmaceutical group marketing strategy are analyzed, and points out the existing problems;Second, points out the Shaanxi Panlong pharmaceutical group marketing strategy of innovation ideas, to create a new channel strategy; 3, design the marketing strategy of the enterprise non-prescription drugs.