Study On Optimization Of Marketing Strategy Of Pien Tze Huang Pharmaceutical Co.Ltd.

In recent years,the growth rate of the medicine industry in China has been growing.Chinese medicine products are accelerating into the public view.Zhangzhou Pien Tze Huang Pharmaceutical Co.Ltd.(PZH)has been welcomed by a large number of consumers at home and abroad with its excellent product quality and good reputation,.In the first three quarters of 2017,the gross operating income of PZH has reached 2.745 billion yuan,a year-on-year growth rate of 68.83%.After 2006,the competition in the pharmaceutical market has become increasingly fierce,and the market situation faced by the PZH has also become increasingly severe.At the same time,problems within the company begin to appear.For this reason,PZH actively pursues strategic adjustments and market expansion,but has encountered many difficulties in the process of exploration.Before this difficult situation,PZH urgently needed a clear marketing strategy to specify the direction of the company's marketing work.This article takes marketing management as the main research direction.Under the guidance of relevant theories,this article analyzes the problems existing in the marketing strategy of PZH under the background of the actual situation of PZH.A series of problems have been discovered,such as the underutilization of the branded radiation effects,the differences in self-operating channels and positioning,the low degree of diversification of channels,and the lack of diversified transformation effects.Subsequently,this article uses a variety of analytical theories to analyze the marketing environment of the company in multiple dimensions,including PEST analysis,Porter five-force analysis,enterprise internal environment analysis,and SWOT analysis.After analysis,this paper proposes the marketing goals and marketing strategy framework of PZH.In order to provide the theoretical basis and direction for the long-term development of PZH,the author puts forward suggestions for the improvement of the marketing strategy of PZH.The conclusion of this paper is that for large state-owned pharmaceutical companies with mature products and well-known brand influence,it is not an easy task to maintain strong competitiveness in the market for a long time.Enterprises must be dissatisfied with existing achievements and be prepared for danger in times of safety.Continuously strengthen the internal management level,always pay attention to the market dynamics,the growth of consumer demand,new strategies and changes in competitors' policies and the environment.According to the analysis conclusions,strategy formulation and implementation strategy adjustments are made so that the company' s products,prices,channels,and sales promotion strategies can respond to external changes in a timely manner.