做为典型的中小企业，山东润强医药股份有限公司在市场营销方面存在很多
问题，销售业绩近年来没有增长，甚至出现负增长现象，企业要想在激烈的市场
竞争中，保住原有市场份额，解决企业目前存在的突出问题已非常紧迫。作者采
用实证研究和案例分析的方法，到企业实地调查，详细地介绍了润强公司，并对
存在的市场营销问题进行系统分析，提出了营销问题是公司其他问题的本源,因
此,润强公司应该加强市场营销管理。
本文应用市场营销学和企业管理学等管理学理论，结合公司存在的突出问
题，依照市场营销相关理论制定了公司的营销策略方案，完善了销售和薪酬管理
制度，通过制度的落实，以达到市场营销管理和企业管理水平同时提升的目的，
进而促进公司的健康发展。
本文客观的指出了润强公司目前企业管理和营销策略存在的问题，制定了营
销策略，提出了营销策略实施的建议等方面内容，对企业提高业绩、确保企业稳
定发展起到了促进作用；同时，对其他中小企业也具有一定的借鉴意义和参考价
值。
关键词：市场营销；销售策略；销售渠道ABSTRACT
Since the 2009 financial crisis, the global economic recession, China's economy
is not exceptional also, facing the domestic and foreign various difficulties and
pressure, the environment of development of pharmaceutical industry will face more
severe competition. Shandong runqiang pharmaceutical Limited by Share Ltd also
faces the environment. How to improve the marketing strategy of the company, to
establish scientific and reasonable product sales system is imminent.
As a typical small and medium-sized enterprises, Shandong run strong
pharmaceutical Limited by Share Ltd has a lot of problems in marketing, sales growth
is not in recent years, or even negative growth phenomenon, the enterprise wants to be
in intense market competition, keep the original market share, to solve outstanding
problems existing in enterprises has been very urgent. The author uses the method of
empirical research and case analysis, to the enterprise field investigation, detailed
introduces the run companies, and the marketing problems of system analysis, and put
forward the marketing problems is the origin of other problems, so run companies
should strengthen marketing management.
In this paper, the application of marketing and enterprise management and other
management theory, combined with the existing problems, in accordance with the
related marketing theory made the plan of marketing strategy for the company,
improve sales and salary management system, through the implementation of the
system, improve in order to achieve the marketing management and enterprise
management level and the objective, and promote the healthy development of the
company.
This paper objectively pointed out the runqiang company present business
management and marketing strategy, marketing strategy, put forward the marketing
strategy implementation proposal and other aspects, for enterprises to improve the
performance, to promote action to ensure the stable development of enterprises; at the
same time, also has a certain significance and reference value to other small and
medium-sized enterprises.
Key words: Marketing Management; Marketing Strategy; Sales promotion
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