A Study Of Marketing Strategy Of Drug Chains In Towns Due To The Customers' Requirements

As an important part of drug retailing,chain Pharmacy has become the most important link between medicines and customers.In recent years,with the gradual improvement of health insurance policy and the increasing individuals' requirement of drugs,more and more chain pharmacies emerged in markets.Although the increase of the number of the drugstores not only benefits the business,also brings the convenience to citizens.But as the market saturation intensified,the same business model cannot meet the druggists' ambition,and chain pharmacies are much more difficult to be managed than before.So the search for a new market has become urgent.With the augment of government support for Township Medical Care,rural health care reform and the need of residents' consumption and health awareness recently,township medicine retail market has become a "sweet pastry",a large number of pharmaceutical companies gradually pay attention to this emerging market.But most of them including Yunnan Hongxiang Yixintang Pharmaceutical(Group)Co.,Ltd.(Simplified into Yixintang)just focused on the benefits of drug selling,believing that "market is king,customer second",and did not realize the real needs of customers.Like other businesses,to occupy the main market share,we'd better know what the needs of customers are and guide them to buy the products they really want.Yixintang,the largest retail pharmacy in Asia,it always adheres to the business strategy of the pro-China route,and the quality of drugs sold from it has been guaranteed.Due to these reasons,it has its own brand advantage,especially in urban areas,has already occupied a certain market share.However,when Yixintang implements the marketing strategy of the township market,it still exist some problems to solve to remain in existence.Like,lacking of the customer-oriented marketing conception and implementation,coordination problem among the departments,marketing senseless among all the staff,the flow of personnel,marketing planning,commodity type,price,etc..Facing the opportunities and challenges of the township market,the marketing strategy of Yixintang must keep pace with,its reform and innovation should be based on customers' demand,consumption habits and brand loyalty to study and develop marketing activities,so as to expand the company's market share in the township and enhance customer's loyalty to the brand of Yixintang,which would benefit a lot to this chain pharmacy.Based on customer-orientation,this paper systematically studies the marketing strategy of township chain drugstores,explores and forms a new mode of operation in accordance with Township chain drugstores,and studies how to meet the needs of customers well,how to carry out market-oriented operation,which would meet the needs of township residents for drugs better.This paper that takes Yixintang as an example analyzes the current situation of the company and the main marketing problems in the township business activities,and also puts forward the marketing strategies that meet the customer needs of the township chain drugstores.Questionnaires used in this study,including customer needs questionnaire and internal staff interviews.Through these two questionnaires,we can not only learn the current situation of township chain drugstores,but also analyze the requirements of township customers in an all-round way.After analyzing them,we may get a conclusion that would guide the managers to plan a better marketing strategy and help them to find and solve the problems of township chain drugstores.Meanwhile,in order to ensure the effective implementation of marketing strategies,this paper also puts forward some measures to ensure the smooth implementation of marketing activities,such as the establishment of an internal customer management organization,the establishment and improvement of internal management system,the change of traditional concepts,the establishment of the concept of full-staff marketing,the guidance of customers and employees to participate actively,and the guarantee of the implementation of full-staff marketing.It is implemented.In recent 20 years,the development of customer-oriented theory has found that,although the researches of customer-oriented has been increasing every year and it has cross-industry trend,the domestic and foreign researches on the marketing strategy of the township chain Pharmacy based on customer-oriented is very scarce.Therefore,this paper takes Yixintang that became the first chain pharmacy on A-share as the research object,systematically analyzes the problems of this enterprise based on the customer-oriented marketing strategy in the township.This paper analyzes the disadvantages,threats and marketing problems in the township market where opportunities and challenges coexist.It also summarized the decreasing of sales volume of Yixintang in the township market attributes to the lack of customer-orientation,customer satisfaction and loyalty.In order to solve the above problems,we should set up the corresponding customer-oriented system through the specific analysis of customer-orientation,and put forward relevant suggestions to ensure the implementation of customer-oriented in township market.To explore and establish feasible marketing strategy of township chain Pharmacy,it is of great significance not only to consolidate and improve the market share of the township stores,but to enhance the management,which has important guiding function or reference for the other pharmaceutical enterprises or all other kinds of enterprises intending to enter the township market.