Prescription Drug YS's Marketing Strategy Research

Research contents:this paper mainly studied the prescription drug YS,a kind of oral preparations of Chinese traditional medicine,which is used for chronic kidney disease.This paper deals with three problems under the influences of company's internal and external environment which are how to choose the target markets,how to form the product positioning,how to develop the marketing strategies.Research methods:the analysis was demonstrated by using questionnaires and document investigation.During the demonstration,two analysis tools have been adopted.PEST was used to analyze the company's internal environment,and SWOT was used to identify the target markets.Based on the STP and 4Ps marketing theories,this paper formed the product positioning and eventually developed practical and operable marketing strategies.Research results:based on the research of product market segments,this paper identified "the urban public hospital market" and "the private hospitals market" as the target market,and formed the positioning of "improve symptoms quickly and immune regulation safely".In addition,this paper has formed a mixed marketing strategy,including differentiated product strategy,pricing strategy of minimum guarantee,flattening channel strategy and modular communication strategy.Research conclusion:the resulting marketing strategy is of reference to the next stage of marketing and marketing practices of YS prescription drugs;in addition,although the research is more pertinence,the research on marketing strategy of other similar enterprises has some significance.