Marketing Strategy Research On JieNing Product Of XHZY Company

With the increase of China’s population and the aging phenomenon,the morbidity and mortality of cardiovascular,cerebrovascular and stroke diseases have increased year by year,and the cause of death ranks first among various diseases.At present,drugs are the main means of treating cardiovascular,cerebrovascular and stroke diseases,and its therapeutic drug,aspirin,has a history of 100 years.Therefore,aspirin is used as a raw material for drug manufacturers and their development There are many kinds of finished products in the preparations,which leads to increasing competition for the sales of products with similar indications among pharmaceutical companies.At the same time,with the continuous penetration of foreign pharmaceutical companies in the Chinese market and the increasingly fierce internal competition among domestic pharmaceutical companies,how to expand their respective market shares in the pharmaceutical market is a problem that most pharmaceutical companies urgently need to solve.This article takes XHZY’s "Jie Ning" products as the research object,and studies the marketing strategy of medicines.By analyzing the marketing environment of XHZY’s "Jie Ning" products,combined with the SWOT analysis method,the marketing status of the "Jie Ning" products and the current problems are analyzed to find out the shortcomings of XHZY’s "Jie Ning" products in marketing,Combined with the 4P theory of marketing mix,put forward relatively perfect marketing strategies from the four dimensions of product,price,channel and publicity,and from the construction of a professional marketing team,improve the performance and salary system,strengthen enterprise construction,and build a development platform of "open source and throttling" And follow up the five aspects of drug upgrades and replacements to ensure the implementation of marketing strategiesThe research results of this paper lay the foundation for the improvement of XHZY’s "Jie Ning" product sales and market share,and also provide reference and reference for other pharmaceutical companies and related product marketing strategies.