Marketing Strategy Research Of Q Company's Children Cool Down Paste

With the increasing improvement of people's living standards and the continuous improvement of national quality,the treatment of children,especially children's fever,has changed from over treatment,excessive anxiety,to a more scientific and rational direction.The treatment of low and moderate fever in children is now more likely to use physical cooling measures than the previous method of intravenous injection or oral antipyretic,and the use of antipyretic plaster in physical cooling measures has become increasingly popular among parents.This is especially true of the young parents of the 80,90 generation.However,due to the low entry threshold,low manufacturing costs,easy market access and relatively rich profits of this type of antipyretic consumables system,not only a large number of manufacturers have emerged,but also a large number of labels have been put up,and handmade workshop products have passed through pharmacies.Hospitals and other channels are flooded with the market,product homogeneity is serious,product concentration is very low,vicious price competition leads to a decline in the overall quality of the industry of cooling and paste products,some of the label products have basically no curative effect,and some are counterfeit.Inferior products even produce toxic side effects against the masses.Based on the actual sales situation of a cooling paste product of Qiushuo Company(hereinafter referred to as the Q company),this paper,based on the national market,The key implementation measures suggest the train of thought carries on the exploratory research.And with the methods of literature research,interview investigation,quantitative analysis and qualitative analysis,through a large number of charts to analyze the opportunities and challenges of the internal and external environment,with the help of a variety of social environment data,industry data and company operation data.Quantitative analysis,so that the analysis of the article can be based on,documented.Finally,the conclusion is drawn that the products of the company should be re-positioned in the market,the daily guardian of infants and young children should be regarded as the target consumer group,and the management strategy of differentiation advantage should be adopted,and in order to achieve the strategy of differentiated competitive advantage,We should continue technological innovation from a product perspective,increase product specifications,reduce production costs and gain greater competitive advantage;in the area of sales networks,we should continue to establish and improve the national offline sales network through agents.Especially the network layout of OTC chain drugstores and the establishment of internet sales channels should be improved as soon as possible.At the end of this paper,the implementation steps and plans of the company's marketing strategy are described,and the four aspects of the marketing control are controlled to ensure the achievement of the marketing strategy.