A Pharmaceutical Company's Marketing Strategy OTC Product Market In Shandong

With the improvement of national living standard of our country,people's health consciousness is more and more strong,plus Chinese medicine circulation system reform and the basic medical insurance system is further established,China's OTC market has very big potential,predicted that by 2020 China will become one of the world's largest drug market.However today's Chinese medicine market,is facing an unprecedented and difficult environment,control policy more and more severe,market competition environment of unprecedented deterioration,dramatic changes in sales channels,marketing costs continue to rise,the market risk greatly increased.This paper takes A Medicines Co OTC products as the research object,using the marketing management,the research on the marketing strategy of Shandong.This paper is mainly divided into five parts: the first part is introduction,mainly elaborated the background and significance of the topic,the domestic and foreign research review and research contents and methods.The two is the theoretical basis,mainly discussed from the aspects of marketing,OTC and drug market and the analysis model,and provide a theoretical basis for the research analysis.Third,using PEST analysis model of OTC products in a pharmaceutical company in Shandong,the macro environment analysis,using five forces model of Shandong,a pharmaceutical company OTC products,competitive environment analysis,SWOT City,Shandong internal environment of a pharmaceutical company OTC products were analyzed and the OTC medicine product consumer behavior influencing factors.The four is the analysis of the marketing strategy of A Medicines Co at present problems from four aspects of product,price,channel and promotion,puts forward the marketing strategy of Shandong A Medicines Co optimizationally.The five is from the perfect OTC marketing agency,attach importance to the marketing team development,strengthen the construction of marketing information to strengthen the brand construction of the implementation of the protection of the optimization of marketing strategies.Paper describes a pharmaceutical company pharmaceutical marketing strategy formulation and implementation of the recommendations,to optimize the product strategy,pricing strategy,terminal promotion strategy,channel strategy is proposed for the implementation of the recommendations,from product marketing to brand marketing changes,strengthen the marketing team construction and management.I hope that through this study,not only for the A and OTC of all Medicines Co market pharmaceutical companies can help.