OBJECTIVE:To analyze the marketing environment for internationalization of Chinese materia medica after access to WTO METHODS:SWOT Analysis and Marketing Segments theory were applied in combination with the current marketing situation of Chinese materia medica RESULTS & CONCLUSION:The potential of Chinese materia medica on international market is very large Enterprises should attach importance to international marketing investigation and make thorough marketing strategy

OBJECTIVE:To search a new concept of marketing for the dog-eat-dog OTC drug market.METHODS:The concept of emotional marketing was explained and the application of which in each link of the OTC drug marketing was ana-lyzed.RESULTS&CONCLUSION:The consumption of OTC drugs has come into to an emotional marketing stage.Adopting emotional marketing strategy,seizing consumer's psychology and moving customers by real affection can consolidate status of OTC drugs in the trade war.

OBJECTIVE:To discuss the ethical behaviour in pharmaceutical enterprises from the strategic point of view.METHODS:A game model was set up as an example to illustrate the ethical baffle.The game model was strategically rethought.RESULTS&CONCLUSION:The countermeasure of ethical strategy is given.