RÉSUMÉ
OBJECTIVE:To provide references for Chinese pharmaceutical enterprises in establishing developmental strategy for generic drug market.METHODS:This study was bases on the theory of marketing together with literature re?trieval and demonstration analysis.RESULTS&CONCLUSION:This paper has summarized the chief problems lies in the Chinese generic drug market and put forward some feasible strategies for the pharmaceutical enterprises such as to choose va?rieties of specific features based on the characteristics of enterprises;to achieve innovation in the marketing and to focus on the country market so as to enlarge the market share;to establish strategic alliances so as to strive to be the leader of generic drugs through collaboration and competition;to occupy the top market by establishing brands for generic drugs.