Research On Marketing Strategy Of Quanzhou Guoda Pharmacy Chain

In this thesis, through the investigation into the local chain drug store--Quanzhou Guoda pharmacy chain Limited company,we find some problems inthe present marketing situation, the reason why more targeted marketingstrategies are in desperate need. This thesis analyzes the marketingenvironment of chain pharmacy with relevant theories of domestic andinternational marketing, and puts forward marketing strategies that adapt tothe Quanzhou area market environment characteristics. Under the guidance ofthe strategy, we bring up some beneficial marketing strategies to establishQuanzhou Guoda’s image of brand pharmacy.Quanzhou Guoda pharmacy chain is a new pharmaceutical company as acombination of Guoda Drugstore and Southeast Medicine. With the reform ofour national medical treatment, medicine circulation industry is becomingincreasingly competitive, and product homogeneity is getting more and more serious.Under such context, the most important thing for the Quanzhou Guodapharmacy is to figure out how to further expand the Quanzhou regional market,expand the market share, strengthen the brand advantage, and improve thecustomer loyalty.In this thesis, through the analysis of internal resources and present situation of theenterprise, we find the existing problems, such as the lack of executive force of ERPsystem, the lack of product differentiation and drug price advantage, the shortage ofpharmacy professionals etc...Adopting the research methods of the PEST analysis,five forces model and SWOT analysis, this research taps into Quanzhou Guodapharmacy chain’s current marketing environment and its market re-segmentationafrom following three perspectives: the macro level, the meso level and the micro level.Based on the analysis, certain marketing strategies are put forward towards differenttarget customers. The company should set up a series of differentiated model formatand stores,to distinguish specific stores (including hospital co-shops, hospitals surrounding shops, Chinese museum shop) and general stores (flagship store, thecenter stores, standard stores), and the Quanzhou Guoda pharmacy chain shouldposition itself as an expert to provide professional pharmacy service. Under theguidance of this guiding principle, the thesis proposes a set of strategies:"Guodapharmacy" image of the brand strategy, Differentiated product strategy, Differentialpricing strategy, Development strategy of rural medicine market, Pharmaceuticalproduct promotion strategy, Membership strategy, The elderly health service strategy,Service differentiation strategy.Hoping that the proposed marketing strategies for Quanzhou Guoda pharmacychain is workable for enterprises to achieve a breakthrough, and promote the healthyand sustainable development of the company. And the result of this research may be agood indication provide the for future studies regarding the development of Chinesepharmacy chain.