Research On Marketing Strategy Of Guilin Watermelon Frost Lozenge

The market of OTC drugs in China has been changing greatly,whose industrial chain of circulation shows a trend of gradual contraction and industry concentration is further enhanced.At the same time,terminal pharmacies are going towards specialization,making the functions of drugs are more and more refined and drug sales are entering the intense competition stage.On this background,the paper makes an applied research on marketing strategies of Guilin Watermelon Frost lozenge.The paper firstly discusses the background,significance,contents,methods,framework and technical route of the research,and then introduces the marketing environment of Guilin Watermelon Frost lozenge from internal and external analysis.After that,the paper analyzes the current marketing situation of Guilin Watermelon Frost lozenge in detail.In this part,the paper analyzes the situation from three aspects which include the market of terminal pharmacy,consumer and competitor;and got the strengths,weakness,opportunity and threads by using the SWOT analysis.The paper focuses on making marketing strategy of Guilin Watermelon Frost lozenge.In this part,the paper utilizes the STP theory to make a conclusion that the drug should be the market segment of curing a sore throat and the core consumer group should be the generation after 90s;it utilizes the USP theory to make the product positioning that the Guilin Watermelon Frost lozenge is the first choose for curing a sore throat and make marketing strategies according to the 4P Marketing mix theory.In order to ensure the implementation of marketing strategy,the paper discusses the supporting measures from four aspects which include forming a special marketing team,developing an efficient performance appraisal system,Marketing resource support,and controlling the advertising content strictly.Finally,the paper put forward to the outlook of internet marketing model for further study.The research is conductive to make the integrated marketing strategy of pricing,product packaging,placing mode and promotion way of Guilin Watermelon Frost lozenge.It may also provide some references for the OTC drug sales in China,especially the kinds of lozenge drugs about mouth and throat.