Study On Innovative Marketing Planning Of Big Varieties Strategy In Traditional Chinese Medicine Enterprises

In the new historical period of China's medical reform,pharmaceutical enterprises have to face many aspects of adjustment,such as policy,price and channel.Cultivating big varieties with market competitiveness is an important issue related to the survival and development of a company.Big varieties of traditional Chinese medicine,being the key of the development of an enterprise,have remarkable or definite clinical effects,abilities to meet the needs of all aspects,significant characteristics of traditional Chinese medicine and large market shares.Under new circumstances,innovative marketing strategies must be adopted to cultivate big varieties.In this thesis,we discussed Tianjin Zhongxin Pharmaceutical Group Co.,Ltd.Le Ren Tang Sales Branch Company(LRT),a traditional Chinese medicine enterprise with a big variety named Tong Mai Yang Xin Pills(TMYXP).Firstly,principal theories of business administration including marketing,brand strategy and product positioning were stated.Secondly,current status of pharmaceutical industry and developing dilemma of traditional Chinese medicine enterprises were analyzed.Moreover,through a brief introduction of LRT and a SWOT analysis used to position TMYXP,the inevitable significance of innovative marketing planning during the period of 13 th Five Year was concluded.Lastly,seven practical measures were proposed to innovate marketing planning and to promote big varieties strategy.This thesis aimed to propose a practical,innovative and effective marketing planning scheme on the basis of the company's current situation and the characteristics of its big varieties.Thus a long-term sustainable development of the enterprise and its big varieties could be reached.