Research On Marketing Strategy Of Guangyintang Chinese Medicine Company Under The Background Of "Internet +"

With the rapid expansion of network informatization,the "internet plus" plan has been gradually launched,which has led to the innovation of the development mode of Chinese traditional medicine industry.With the deepening of medical reform,both large enterprises and small and micro enterprises will be faced with how to grasp the opportunity of market development,utilize Internet technology,integrate advantageous resources and improve their market competitiveness.Based on the theories of "internet plus" and marketing,this paper makes a detailed study of the marketing strategy of Guangyintang Traditional Chinese Medicine Company.Firstly,the current development situation and existing problems of Guangyingtang Traditional Chinese Medicine Company are introduced.Secondly,the marketing environment of Guangyingtang Traditional Chinese Medicine Company is analyzed from macro and micro environment.Thirdly,SWOT analysis is carried out on Guangyingtang Traditional Chinese Medicine Company.On this basis,the marketing strategy of Guangyingtang Traditional Chinese Medicine Company under the background of "internet plus" is formulated,including product strategy,price strategy,channel strategy and promotion strategy.The product strategy includes realizing the diversification and digitalization of medicinal products,building the standardization and networking of brand image,and promoting the novelty and informatization of medicinal product packaging.In terms of price strategy,combining with the "internet plus" environment and through advanced technologies such as big data analysis,a consumer database is built to make drug prices more scientifically and efficiently.In terms of channel strategy,including the construction of O2 O marketing mode,We Chat public number push,Internet platform channel promotion,artificial intelligence+application of traditional Chinese medicine and other channels;And the implementation includes the construction of "internet plus Traditional Chinese Medicine" platform,the creation of smart pharmacies,online advertising,relationship marketing and other promotion strategies.Finally,the paper puts forward the safeguard measures for the implementation of marketing strategy of Guangyintang Traditional Chinese Medicine Company under the background of "internet plus",which are elaborated from three aspects: organizational guarantee,team building guarantee and cultural guarantee.The research of this paper aims to develop a scientific and rational marketing strategy for Guangyintang Chinese Medicine Company.It is hoped that the research in this paper can provide corresponding basis and reference value for the research of marketing strategy in the same industry.