Research On The Promotion Strategy Of RC Chain Drugstore's Service Competitiveness

Because the competition degree of chain drugstores is increasing and consumers' needs are constantly changing,consumers have more choices.When consumers choose pharmacies,they should pay more attention not only to the price and quality of drugs sold by chain drugstores.It also pays more attention to the process of buying drugs in chain drugstores.Due to the competition of the market demand and consumer demand changes,in addition to the purchase of the drugstore chain environment,procurement and promotional activities to enhance the outside,should be more in chain pharmacy services to enhance competitiveness.Therefore,the importance of chain pharmacies should be aware of the service competitiveness,combined with changes in consumer demand continues to deepen the service concept,service model innovation,enrich the connotation of service,highlighting the service characteristics,and gradually form a fixed consumer groups,so as to maximize market share,make their own in competition are the urgent problems of chain pharmacies.RC chain drugstore is a localized enterprise in Tianjin.Since its establishment in April 2008,there are 78 stores(including 51 Direct stores),27 medical insurance stores(including 18 Direct stores),and its stores are headed by Hexi District,Tianjin,and are distributed throughout Tianjin.RC chain drugstore is the largest chain store in Tianjin private drugstores at present.But in the process of enterprise development,compared to the existing business rivals Tianjin people dispensary,Tianjin National pharmacy chain corporation,Tianjin Nepstar chain drugstore in service competition has shortcoming.Therefore,the RC drugstore chain strategy to enhance service competitiveness,scientific and reasonable formulation of RC chain pharmacies effective service strategies to enhance competitiveness of RC chain pharmacies to get advantage in the fierce competition,and continue to keep the advantage of very important practical significance for the long-term development of enterprises.In this study,RC chain drugstores as the research object,such as the RC chain drugstore service competitiveness promotion strategy.Based on the literature analysis of the competitiveness of domestic and foreign services,combined with PEST analysis and Potter five force model,we analyzed the internal and external environment of RC chain drugstores,and determined the advantages and disadvantages of RC chain drugstores.Collect the feedback data of experts and consumers through the questionnaire survey,using quantitative and qualitative analysis,put forward RC pharmacy service competitiveness problems,and the problems found for service differentiation competitive strategy,and enhance service competitiveness RC chain pharmacies countermeasures.