Jiangxi Happy National People's Congress Pharmacy Chain Business Strategy Research

If the enterprise wants to survive and develop in complex and variable environments,it must set a clear plan for its behavior, while the administration strategy is the outcome of this plan. The administration strategy is the development basis of the enterprise. Under marketing economic terms, it has directing effects on the operation of the enterprise, and it is the essential to guarantee kinds of resources to play their full roles. Whether it is right is related to the success of the enterprise. In medicine retailer industry, the administration strategy is primarily shown in the general accepted price strategy, service variety strategy and professional Pharmacy store objected to one sort of customers. Currently, the strategy changes, medicine sorting management, stricter medical insurance all have affected the development of Pharmacy stores. Similar retailer stores grow fast, besides, some phenomenon such as similar quality stores urging, differential price decreasing and etc. which all results in the serious competition in this industry.Jiangxi Happy People Pharmacy Company is now in its growing period. The retailer result is not cheerful and the profit ability is decreasing, therefore, the enterprise development direction is not stable as before, and its operation has stepped into bad situation. What is the barrier get in way of its development? What should be the direction of the enterprise's strategy? How to develop? All are the issues discussed in the dissertation. The author aims at searching one most efficient way to the development problem of the company, which could finally introduce the company develop in a healthy way. After a research in the major competitors through detail analysis from both exterior and interior environment and market analysis through communicating with people in this industry, the author found out the problems as below: the medicine purchase cost is very high, the deliver channel is not convenient, the sales price competition advantage is not clear, the promotion treasures is too old, chain enlargement strategy could not be executed, pharmacy store address selection is not reasonable, the information management method is out of date and the company doesn't have certain administration strategy. All of the problems above have affected the operation ability of the enterprise, further to retain the enterprise from its growing. Currently, the international medicine retailer enterprise applies pharmacy service, data sales management, health products serial, PBM and PB as its primary management strategy. Through learning the successful experience of foreign pharmacy chain stores and modern medicine field trend, the author proposes a method to the company's current trap. That is taking health as the main line to enlarge its administration product serial, decreasing the price, building up pharmacy service operation traits, exploring newly store enlargement way, improving the information administration construction and cost control, meantime, enhancing human resources management, which to realize the operation revolution and further development.