Research On The Marketing Strategy Of QL Company’s Chinese Herbal Pieces In Chengde

In recent years,due to the increasingly fierce competition in TCM decoction pieces market,manufacturers of TCM decoction pieces are gradually seeking ways to effectively control costs and expand market share.In addition,some foreign competitors gradually emerged in the domestic market,and these foreign TCM decoction pieces have a great advantage in the brand,resulting in a serious crackdown on the products of some small domestic pharmaceutical factories.At the same time,the competition between domestic pharmaceutical enterprises is also very serious,but there are some vicious competition behavior,pharmaceutical enterprises malicious price competition,mutual imitation of their product specifications,packaging and other phenomena are common.In this context,chengde TCM decoction piece market is also involved,so pharmaceutical enterprises should take measures to cope with it and seek more scientific marketing strategies based on their own development,so as to point out the direction for the healthy development of enterprises.Based on the actual situation of TCM decoction pieces market in Chengde and the resource advantages of TCM decoction pieces in Luanping County,Chengde QL Company,a representative local enterprise,was selected as the research object in this paper.First of all,based on the marketing status quo of QL’s TCM decoction pieces,the marketing strategy of the enterprise’s TCM decoction pieces and its market performance were analyzed and studied.Based on the current marketing effect,it can be seen that QL’s growth is weak in Chengde market at present,and there is still a gap between QL and benchmark enterprises,which is not enough to support the marketing target.There are some problems in the marketing of TCM decoction pieces of QL Company,such as serious product categories and packaging homogeneity,single promotion means,narrow marketing channels,inflexible product price setting,etc.The marketing environment of QL Company’s TCM decoction pieces products was analyzed,including the general environment of economy,politics,culture,technology and industry environment.It also includes market consumption environment,market competition environment,and QL’s internal environment.Finally,according to the 4Ps theory of marketing mix strategy,from the aspects of product,price,channel and promotion,a new analysis of QL’s marketing mix strategy is carried out to optimize the design of marketing strategy for the purpose of improving the enterprise’s marketing performance.