Research On The Management Strategies Of Retail Pharmacy Oriented To Multi-servicescape

The development of China's pharmaceutical retailing industry has gone through different stages.Up till now,there have been some market conditions in which multiple operating entities such as monomer,chain,state-owned and listed companies coexist.In current pharmaceutical retail industry,the low-cost and diversified business strategy whether can maintain the competitiveness of enterprises;in the form of new medical reforms,how can pharmaceutical retail companies adapt to the needs of policies;under the new retail form,with the impact of e-commerce on offline retail pharmacies,retail pharmacies will respond to new competition situations;faced with these policies and industry-level issues,how to adjust the strategic planning and business strategies of pharmaceutical retail companies so as to maintain a competitive advantage in the pharmaceutical retail industry.This is the main content of this article.This article will be based on the Servicescape theory,using the "stimulus-organism-response" model,to establish Servicescape with competitive advantages,to form a brand differentiation,and enhance the viscosity of customer spending behavior.Taking E company as an example,this thesis firstly analyzes the related factors of the pharmaceutical retail industry and the restrictions and promotions to the development of the pharmaceutical retail business.Through the analysis of the business status of E Company,I found out the problems existing in the E Company management.Combine the business strategy to analyze the existing problems and find out the main reasons for these problems.Combining the requirements of national policies and laws and regulations,we draw on the experience of pharmaceutical retailers in developed countries and find ways to solve the problems.By multi-Servicescape business strategy,the formation of the E company's industry differentiation,which can make E company to avoid low-cost competition.Prescription Medicine Servicescape: through the DTP professional pharmacies to undertake the tasks of prescription out from hospital;Chronic Disease Management Servicescape: Establishing medical record for chronic patients,providing consultation on medication,long-distance sales management(pre-sale,sale and after sale),long-term customer service and long-term customer loyalty management;Diagnosis and treatment Servicescape: Establishing a pharmacy clinic or remote inquiry platform to provide primary diagnosis and treatment services to patients with minor illnesses;O2O Servicescape: Expand the capabilities of e-commerce service platform to create a O2 O closed-loop service,provide customers with convenience and enhance customer stickiness;Insurance payment Servicescape: Actively apply for Medicare payment qualifications,while actively exploring commercial health insurance payment business.Through the adjustment of these business strategies,E company's business model would transform from traditional drug retailer to health service providers in order to achieve E company's brand differentiation business model.