A Study On Marketing Of Yunnanbaiyao Generic Pharmaceutical

With the continuous implementation of the relevant policies of drug retail market,drug classification management system continues to advance,China's pharmaceutical retail industry is facing unprecedented opportunities and challenges,drug prices,medicine is the trend of separation general drug production and marketing has become a hot drug market The Yunnan Baiyao after a century of development,with drug production,research and development of the conditions and strength,has become a household name brand.Yunnanbaiyao has a small Bupleurum,the wind stopped as an example of the general drug products approved more than 200,this part of the product because of similar products more competitive,has not been significantly increased.With the OTC retail market continues to widen,OTC retail market is Yunnan white medicine general medicine product sales growth in the future focus areas.Based on the analysis of the status quo and distribution of China's pharmaceutical retail market,the status quo of the retail market and the judgment of the future are analyzed by the SWOT analysis.Based on STP strategic marketing theory and 4P theory,this paper analyzes the market segmentation,target market and 4P theory of Yunnanbaiyao Group from the aspects of product market segmentation,target market,price strategy,channel and general drug product promotion.The new marketing strategy,relying on the Yunnan Baiyao brand influence to enhance channel management and regional coverage,through training,promotion and other value-added services,increase cooperation with the dealers to expand the market shore of generic drugs,and then increase the Yunnan Baiyao brand influence.