Research On Marketing Strategy Optimization Of H Pharmacy

The process of China's economic development,the material conditions have been greatly satisfied,people began to pay attention to health,and other spiritual activities.In the context of such a large economic environment,the chain pharmacy industry from scratch has been very rapid popularization and development,the type of drugs will continue to increase.Pharmacy is very important to people's daily life and provides great convenience.Therefore,the chain pharmacies not only need to have a good and comfortable consumption environment,but also to be equipped with professional medical staff to correctly guide consumers.This thesis mainly focuses an the research of the management marketing strategy of H chain pharmacies,firstly the basic situation of H chain pharmacies are introduced,and then we use the PEST model from the macro environment,the Potter five farces model to analysis the industry environment,finally analyses the micro level from the H chain pharmacies marketing management frame structure,the current marketing made of operation and management existing pattern,marketing strategy,through the qualitative analysis method to find the bottlenecks and problems of H chain pharmacies in marketing management.Then,starting from the design objectives and principles of marketing strategy and ideas,using STP theory as the guide,the classic marketing theory as the base,service marketing theory as the extension,the network marketing theory as the breakthrough,designing some specific marketing strategies to find the problems need to be solved and improved,including the existing product portfolio,collocating more profit and high value-added products,having more professional personnel,collocating more information display,and more cooperation with mainstream network shopping platform,building its own APP platform.In order to protect the landing and implementation of these marketing strategies,this thesis also puts forward Five guarantees,namely,supply chain management,information system management,logistics management,financial management,personnel and cultural security.