Abstract: Along with the deepening reform of the medicine industry,the medicine market becomes more competitive and consumers have a broader selection of medicine.The brand of a certain medicine has become increasingly important.Based on the brand life cycle theory and the complexity of the market,this article proposes that a medicine brand life cycle consists of five phases,i.e.,the precursor,appearance,cognizance,famousness and decline.It also analyses the feature of each phase and the relevant marketing strategy for each phase.