Under the new situation Focus Marketing.docVIP

 PAGE \* MERGEFORMAT 31 Under the new situation Focus Marketing Today, we are faced with market conditions and economic situation is not very optimistic, so it makes our medicine, health care products market is experiencing a variety of problems, is ushering in a new market adjustment. GSP, GMP certification mandatory, making our market more and more strict and standardized operations, technological advances and industry to improve access threshold, making the phenomenon of product homogeneity has entered a higher level, and our consumers are now becoming more mature and rational, some conventional marketing has been difficult to impress them, so now we are facing is: We are a market flooded with over-production, over-promotion and excessive competition! Therefore, the actual market operation, we often find that this excessive competition, has brought us all kinds of trouble: First, we found that: the traditional advertising model of the effect of getting worse and worse, the ratio of input and output is falling! According to the data statistics show that: in 2000, published in Guangzhou, a major mass media on a medical newspaper print ads, an average of 500-800 can be received advice about telephone, in 2002 this figure dropped to between 300 and about 500 in 2003 there were only 150 to 200 or so. This data continues to decrease, indicating the traditional advertising model of mass appeal and influence is declining. Secondly, we found: our costs are increasing: Terminal slotting allowance, promotional fees, marketing, public relations fees, the high cost! But the profits are in decline! Survey results showed that: At present, a common OTC drugs or health products to enter the Guangzhou a scale of more than 100 chain stores, terminal slotting allowance of up to 1-15000 yuan; while to enter a scale of about 50 chain pharmacies , terminal slotting allowance at least not lower than 6000. Under normal circumstances, an OTC pharmaceutical or health products ha