A Study On Marketing Strategy Of SH Pharmaceutical Company Limited

The industry of comprehensive health,the cornerstone for the everlasting prosperity of the nation and the country,has attracted increasing attention from Chinese people in recent years,and there have been successive policy reforms in the medical field over the years.Under the stringent supervision and control by different laws and regulations,the SMEs in the medical industry are confronted with survival challenge.For the field of heath products etc.,which is different from the medical field,the highly-developed Internet era has made e-commerce the mainstream of online operation,enabling traditional markets and channels of different sectors to seek for new business opportunities therein and put efforts in the e-commerce operation.The business modes like online sales have become an effective solution for the development bottleneck of offline industrial entities.The paper firstly introduces the marketing status quo of SH Pharmaceutical Company and analyzes its environmental condition from the theoretical perspective of STP+4PS,and finds out its problems such as lack of in-depth market segmentation,product development and portfolio,as well as single marketing channel,etc.to reveal the underlying reasons after an in-depth analysis.Then combining the original STP+SP4 theory with the current industry form and environment and the company's own operation,the development trend of e-commerce sales is integrated.Starting from the structure of the problem itself,the author shifts the general marketing direction of the company in terms of operation field of product,followed by restructuring and focusing,with the industry of comprehensive health remaining the pivot,to formulate a new marketing strategy for the new field.SH company first needs to define the consumer positioning,on this basis,by strengthening the fist products,building product matrix,changing product style,differentiated product specifications to optimize the existing product strategy.In order to reduce the risk of channel imbalance,we can start to establish e-commerce channels,including foreign trade platforms,tmall mart,wechat distribution and other e-commerce platforms.In these channels,with the help of content marketing,live marketing and brand marketing,we can further expand our business.And this paper puts forward effective safeguard measures from the perspective of talent,capital,technology and system,makes a series of operation reforms and related supporting,and provides practical reference for SH company in marketing strategy.