Study On International Marketing Strategy For YM Pharmaceutical Co.,Ltd.

YM Pharmaceutical Co.,Ltd.is a large modern pharmaceutical company of R&D,production and sales business.Its products cover three areas of chemical synthesis drugs,natural medicine and biological drugs.The main products are API of Ceftriaxone Sodium,Ceftotaxime Sodium,Cefpirome Sulfate and finished dosage of Mezlocillin Sodium for Injection,Omeprazole Sodium for Injection,Puerarin for Injection,Tranexamic Acid Injection,Amoxicillin and Clavulanate Potassium Tablets,Puerarin Soup Granulates Magnolia Officinalis Exhaust Mixture etc.The company is also one of the biggest production base of cephalosporins API in China.With the deepening of Health Care Reform Policy in China,the reduction in the use of antibiotic products,the more and more strict rules of registration access to foreign markets,the frequent changes of international exchange rate,the increase of investment in R&D,the company meets certain obstacles in the operation and management process during the developing process.The product structure appears unreasonable situation.The impact of productivity on the scale and cost of the company become more apparent.Facing transformation period,if the company wants to make more development in the international sales market,it needs improve in more aspects.Thus,the problems that the company needs to study on is how to consolidate the current development,enhance the strength of the company by using the current strengths and opportunities to achieve the goal of growth in the international trade market.According the actual situation,the company is analyzed by dividing the products into API and finished product.The external macro environment of international marketing situation is firstly analyzed by PEST Model and the internal environment of the company is analyzed by Porter's Five Forces Model.After the above and together with SWOT analysis the threat and opportunities,strength and weakness,are known.Then the STP strategy and international marketing strategy are proposed.At last and in order to Ensuring the smooth implementation of the strategy,security measures are made by dimensions of organization structure,human resource,manufacturing operation,accounting and finance corporate culture.The purpose of this paper is to propose the international marketing strategy for the export of YM Pharmaceutical Co.,Ltd.By reducing the cost of the industry chain,improving production efficiency to overcome the internal weaknesses,avoiding adverse risks and strength the competitiveness;by using the current opportunities,optimizing the product structure,enhancing the ability to register in the international market to find more targeted market;and together with the STP strategy and marketing strategy,the existing market goes on being maintained and new market to be developed to achieve more long and better development.It is hoped that through the relevant strategies to provide beneficial help to the development of YM Pharmaceutical Co.,Ltd.The problems existing in YM Pharmaceutical Co.,Ltd.is similar to other enterprises in pharmaceutical export industry.Therefore,the research of this paper also has some reference significance for other pharmaceutical export enterprises.In addition,this paper presents the opinion of producing the API of main finished product preparation,which is conducive to reducing the cost of raw materials procurement and delivery risks,improving the added value of products and profit margins through the integration of the industry chain.At the same time,specifying the direction of optimizing products structure will help to provides YM Pharmaceutical Co.,Ltd.favorable conditions to achieve the goal of industrial transformation in the face of serious domestic pollution and overcapacity conditions...