Suggestions On Marketing Optimization Of Traditional Chinese Medicine Thumb-tack Needle Products For Yunlong Medical Company

With the progress of economic environment and medical science and technology,Chinese residents enjoy a higher level of medical services,while people’s health needs are also steadily improving.The acceleration of the aging process and the popularization of medical and health knowledge,especially the enhancement of residents’ self-medical awareness and health care awareness brought about by the global COVID-19 epidemic,have created opportunities for the further development of China’s pharmaceutical industry.In the field of national policies,the "14th FiveYear Plan" describes in detail the development prospect of Chinese medicine and pharmaceutical industry,so as to promote the rapid development of pharmaceutical industry and accelerate the pace of building a healthy China.Yunlong Medical Company is one of the most influential manufacturers of acupuncture needles and other traditional Chinese medicine equipment in China,and its acupuncture products have become the company’s fist products with excellent performance,quality and service.Therefore,this paper studies the marketing optimization strategy of Yunlong Medical Company’s acupuncture products.Firstly,the current situation of product marketing is summarized on the premise of summarizing the company’s basic situation.Then,the marketing environment of traditional Chinese medicine acupuncture products in Yunlong Medical Company is analyzed from macro-environment,industry environment and internal environment,and the strengths,weaknesses,opportunities and threats are expounded by SWOT analysis tools.Combined with the consumer questionnaire survey,the existing problems in the marketing of acupuncture products are analyzed.It is found that there are some problems such as low product popularity,not paying attention to the hidden cost of customers,and insufficient development of county-level and third-party terminals.Finally,based on the 4P theory,it provides optimization strategies for the marketing of traditional Chinese medicine acupuncture products in Yunlong Medical Company.The results show that in the optimization of market positioning strategy,Yunlong Medical Company can segment the market according to consumers’ age,region and usage scenarios,targeting hospitals,medical clinics and DTP pharmacies at all levels.In the optimization of product strategy,we should strengthen the brand building of needle lifting products by formulating special product departments and optimizing product packaging;In the price strategy,the combination pricing strategy is implemented,the pricing is optimized under the centralized drug procurement policy,and the hidden cost of customers is paid attention to;Channel development should expand the value-added services of hospital-side pharmacies and strengthen cooperation with e-commerce platforms;Further strengthen the marketing promotion strategy by carrying out various promotional activities such as academic promotion.