Research On Marketing Strategy In Medical Institution Of Gansu Chongyao Pharmaceutical Co.,Ltd.

With the advancement of health care reform pace,the more and more complex market situation,and the severe competition between enterprises,as a large pharmaceutical commercial enterprises in Gansu province,Gansu ChongYao Pharmaceutical Co.Ltd.,hereinafter Gansu Chongyao,which closely related to the health and livelihood of the people,has begun to take shape and has a certain influence in Gansu market after years of development.Its main sales objects are the medical institutions,including tertiary medical institutions,a small number of secondary medical institutions,downstream commercial companies and retail pharmacies.At present,it has been involved in the market of 14 prefecture-level cities in Gansu.However,other established enterprises in the province are also constantly seeking for self-breakthrough,making use of their own advantages to develop marketing strategies in line with market development,eyeing up the market share of Gansu ChongYao.Therefore,the company needs to formulate marketing strategies in line with market development according to the current market environment and operation status,so as to cope with fierce market competition in the future.In order to develop a feasible and practical marketing strategy for the company,this paper reviewed the relevant theories of marketing and literature,took 4ps,STP and the SWOT as analysis tools,made an analysis on the external and internal environment of the company through interviewing the company's management and data investigating.It is found that the company has the following problems : unreasonable proportion of product structure,incomplete market layout,high cost of logistics and distribution,and single channel.Based on these problems,STP analysis are used to position the target market,and marketing mix strategy are used to develop strategies for product,price,channel,promotion and service in line with the current situation of Gansu ChongYao.According to the reformulated marketing strategies,the financial and capital guarantee system and other measures to boost the actual businesses.This paper aims to provide new ideas and methods for the company to increase its market share,deve lop its market competence,and assist its long-term development through the study on its current strategies.If possible,to make a reference for other similar pharmaceutical commercial enterprises in Gansu.