Research On Relationship Marketing Strategies Of Guangyuan CN Pharmaceutical Co.,Ltd

The rapid development of market economy,the aging population,the steady implementation of medical reform policy and the gradual improvement of medical security system have continued to expand the scale of China's pharmaceutical market and have also intensified homogeneous competition in the pharmaceutical industry.Pharmaceutical companies are beset with many difficulties in marketing and they are facing some severe challenges in survival and development,which have become the urgent issues for pharmaceutical companies.In this context,how to use the theory of relationship marketing to improve the marketing strategy of drug handling enterprises with the help of efficient methods of relationship marketing have strong practical significance.This article takes a drug handling enterprise,the CN company,in Guangyuan city as the research object and the relationship marketing theory is introduced into the drug market management.The marketing improvement strategy of the drug handling enterprise,which is relevant to the relationship marketing theory is also proposed.Firstly,the literature research method was used to sort out the theories on relationship marketing and drug retailing in order to find the theoretical model of relationship marketing that is most suitable for the actual state of the CN company.Secondly,the PEST analysis method is adopted for the in-depth analysis of the external environmental conditions that mainly affect the development of the company and for the comprehensive understanding of the company's current macro environment;Thirdly,the SWOT analysis method is used to analyze the disadvantages existing in the CN company as well as various opportunities and threats from the outside.The field survey method,in-depth interviews,questionnaire surveys and corporate surveys are utilized to collect basic data,and the SPSS22.0 software is applied to conduct positive analysis and normative analysis of the data,so that the existing problems of the relationship marketing of the CN company are elaborated from six aspects,including customers and distributors.Finally,on the basis of these actions,the improvement strategy of relationship marketing of CN company is proposed.The pharmaceutical companies' implementation of relationship marketing strategies is conducive to breaking the marketing dilemma,promoting the healthy development of the relationship between the companies and their stakeholders,and ultimately forming a win-win situation,thereby ensuring the healthy and sustainable development of the companies in the fierce market competition.