The Chain Pharmacy Enterprise Brand Management Research

With the development of Chinese economy and society and an aging population increases, the demanding for drugs is also increasing. Drug retail outlets can be said to be a big cake, so many drugs from retail companies want to join the pharmaceutical retail industry to share a piece of their own. According to statistics, China currently has more than 40 drogstores chain and more than 2,000 enterprises. However, there is an impact on sales when the introduction of health care reform policies and the supportting for community health care are came on.Besides,because of the opening of Chinese policy, many foreign pharmacies also enter China pharmaceutical retail market, such as the United States and Madicine Shoppe, and now some network pharmacies, pharmaceutical retail market can be said to be a mixed bag so that the competition is fierce, becoming increasingly meager profits.In this market environment, although drugstore chain have the advantage in the capital and scale, but also they had to face the fierce market competition and the impact of low-margin drugs.The road of the brand can be said the unique choice of Chain Drug Stores. But it appears clear brand positioning, poor product brand image and other issues in this process, some pharmaceutical chain pharmacy companies, which are seriously hampered the development of chain pharmacy companies. In this paper, the impact factor drugstore chain brand and its problems were analyzed, and the method of survey, analysis of factors affecting consumer buying behavior drugs on the basis of targeted drugstore chain raised on corporate brand management strategy.