1. 1 Cultivate enterprise's core marketing ability
The cultivation of core marketing ability needs a good marketing team, smooth sales channels, stable sales terminals and follow-up of follow-up products. Building a sales team is the premise and foundation for the company to implement all competitive decisions, and building a professional and efficient sales team is an important measure for the company to maintain its competitiveness. Good sales terminals can greatly increase the sales of enterprise products, and the maintenance of sales terminals is directly related to the sustainable development of this enterprise.
1.2 Expand the marketing area and start the regional market linkage mechanism.
Judging from the product flow after medical reform, communities and rural areas are becoming important consumer markets. We can consider starting the regional market linkage mechanism, giving full play to the advantages of local enterprises and strengthening alliances. Support each other, compete and cooperate with each other in terms of variety interdependence, mutual adjustment and distribution services, so as to obtain higher efficiency and lower circulation cost, thus improving the company's profits.
1.3 Close to people's lives, and carry out grassroots community promotion.
Assist the community to establish community health records through the company; By carrying out community promotion activities, we can communicate with consumers in face-to-face contact, strengthen the effect of word-of-mouth publicity, and let the products penetrate the hearts of the people.
1.4. strive to be included in the medical insurance catalogue to better serve the society.
Under the background of comprehensive reform of medical security system, enterprises should be included in the local medical insurance catalogue as soon as possible to survive and develop, establish the concept of "customer-centered" and operate and manage according to market rules.
1.5. Create a good brand image and occupy the OTC market.
Under the new medical reform policy, competition is becoming more rational and prices are becoming clearer. Whoever occupies OTC will win the world! Regard brand cultivation as the most important development strategy of the enterprise, base on regional brand pharmacies, combine strong and strong, gain a firm foothold in the fierce market competition, seek development and obtain profits.
1.6. Improve the innovation mechanism and clarify the direction of innovation.
According to the national policy of further encouraging and promoting the industry in the pharmaceutical field, we will develop new drugs that are suitable for China's aging population and epidemic diseases, drugs with different functions such as prevention and health care, drugs that are suitable for patients in underdeveloped areas and have excellent pharmacoeconomic evaluation, and innovative drugs of traditional Chinese medicine, so as to find new economic growth points and promote the modernization of traditional Chinese medicine.
1.7. Smooth marketing channels and integrate marketing resources.
Tap the potential to increase efficiency, integrate costs and reduce production and circulation costs. Starting with optimizing the combination of internal and external supply chains of enterprises, we will reduce a series of costs such as raw material procurement, product circulation and drug sales. Through the "fundamental" reduction of costs, we will really reduce the wholesale and retail pricing of drugs, realize the value transfer and truly benefit consumers.
The technical integration of product research and development changes the investment direction of working capital from advertising promotion to product research and development and production technology innovation, highlights the characteristics and selling points of products, improves the scientific and technological content of products with technological innovation, wins a market with relatively large profit margin with high-tech national new drugs, and makes products themselves "salesmen".
Based on the market, integrate services, and play the card of comprehensive marketing services in an environment where "people have my advantages" and "people have my advantages and my disadvantages" no longer have competitive advantages. The main contents include: ① improving drug distribution tools and implementing scheduled home delivery; (2) Build a trading platform, change the traditional trading mode, and complete a fast and efficient purchase and sale process; ③ Establish a customer relationship maintenance system (CRM) to make the service more comprehensive and thorough;
Determine product marketing objectives and integrate channels. Generic drugs with relatively mature market adopt wholesale distribution channels, and new special drugs start from retail terminals (including pharmacies and hospitals) at the bottom of the channels.
Innovate marketing concepts, integrate networks, establish e-commerce marketing networks, actively enter the field of e-commerce, and implement business-to-business (BTOB) or business-to-customer (BTOC) online trading modes. Through the combination of online and offline and the integration of upstream and downstream customers, the phenomenon of slow speed, long process and high cost of traditional marketing methods will be changed, and a brand-new image of pharmaceutical commercial enterprises will be established in the era of knowledge economy. In view of the actual production capacity of the company's supercritical equipment and the wine and beverage production line that will be put into production soon, if we want to fight a way to survive in the saturated health food market, food market and wine and beverage market, first of all, our marketing ideas must be innovative, especially before the product goes on the market, which involves the functional positioning, consumption target positioning, price positioning and channel positioning before the product goes on the market. Avoid direct competition with Bairuiyuan, Wolf Bai Rui and Sanqile, and create a brand culture with its own depth, not only to create daily healthy food appraised by authoritative departments and affordable by working class, but also to create fine products suitable for high-end market.
First, through the direct selling mode of Guangzhou Tang Ming Biotechnology Co., Ltd., the products cover the southeast coast, northeast, north China, central China and other regions of its sales terminal;
At the same time, set up a specialty store or franchise store around Shaanxi, Gansu, Ningxia and Inner Mongolia to achieve the mode of market interaction, reasonable layout and scale response, and advance and retreat freely in mechanism to seize the opportunity;
When the conditions are ripe, we should establish a one-stop online shopping guide platform for health products with perfect functions and good user experience, and have a distinct online brand image, so as to catch customers' eyes and gain their trust. Using the online service system can ensure that someone can answer questions online 24 hours a day, eliminate customers' questions at the first time, and finally enter the fields of health care products, food and so on with low cost and short cycle e-commerce mode.