1. 材料：生干地龙和炮制品地龙，均购于湖南长沙九芝集团芝林大药房，源产地湖南。
MATERIALS: Dried and processed Pheretima asiatica purchased from Hunan.
2. 本文以九芝堂2005年前后OTC销售下滑及随之开始的营销变革作为研究对象，运用营销竞争战略研究的一般框架，如PEST分析、SWOT理论、一般竞争战略理论，4Ps理论和平衡记分卡等作为主要分析工具，通过对九芝堂OTC营销外部机会和威胁的分析、竞争对手的分析、内部优势和劣势的剖析，研究在日益激烈的市场坏境中可采取的营。。。
The results and conclusions in this paper is based on the case of Jiuzhitang corperation's competitive strategy. In order to figure out a feasible strategy in the breathtaking market competition as well as an effective managing method, we used the ordinary mode in this kind of study, such as PEST analysis, SWOT theory, ordinary strategy theory, 4Ps theory together with balancing counting method.