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1、AbstractWiththedevelopmentofmultinationalpharmaceuticalcompaniesinChinesemarketcontinuetoexpand,Chinesemarkethasbecomeanimportantpartofmultinationalpharmaceuticalcompaniesintheglobalmarket.InthefaceofChineseincreasinglyfiercemarketcompetition,howtomarkettherightmarketingstrategies,maintaina
2、ndexpandinChinesemarketmarketshare,isamultinationalpharmaceuticalcompanyhasalwaysattachedgreatimportancetotheproblemof.OnChina'spharmaceuticalenterprises,learningandunderstandingofmultinationalpharmaceuticalenterprisesmarketingstrategysoastoimproveandenhancetheirmarketinglevel,isaverymeanin
3、gfulwork.GlaxoSmithKlinePharmaceuticalCo.,Ltdistheworld'sleadingR&D-orientedmultinationalpharmaceuticalcompanies,thisthesissystematicallystudiestheGlaxoSmithKlineComarketingstrategyproblemThispaperfirstintroducesthegeneralsituationoftheGlaxoSmithKlineCo,thenfromthefiveaspectsofin-depthstudy
4、oftheGlaxoSmithKlineComarketingstrategy:productstrategy,channelstrategy,communicationstrategy,personnelstrategy,servicestrategy;onthebasisofthefiveaspectsofmarketingstrategyandmorein-depthstudy.NexttotheGlaxoSmithKlineComarketingenvironmentanalyses.Studyonthemacroscopicpolicyenvironmentface
5、dbyGlaxoSmithKlineCooperatinginChinaandChinesemedicalreformenvironment.FurtheranalysisoftheGlaxoSmithKlineCofacingtheindustryenvironmentsuchas:salesmodel,developmentstatusofpharmaceuticalenterprisesChinaanalysis,Chinesepharmaceuticalenterprisepractitioners,anddevelopmentsituationofpharmaceu
6、ticalenterprisesChineseChinesepharmaceuticalenterprises.AtthesametimeanalyzedtheGlaxoSmithKlineCo'sownconditionssuchas:thecompany'sculture,architecture,incentivestrategy,marketingplanmanagement.Thisresearchisbasedonmarketingtheory,combinedwiththespecificcharacteristicsofthepharmaceuticalind
7、ustry,analysissystemoftransnationalrepresentedbyGlaxoSmithKlineCopharmaceuticalenterprisemarketingstrategy.Finally,throughtheabovestudy,analyzeandsummarizetheGlaxoSmithKlineComarketingstrategyexperienceanddeficiency.InordertoGlaxoSmithKlinelimitedincenti
