Research On Marketing Strategy Of AJ Health Pharmacy

After years of rapid growth,the retail pharmacy market has slowed down.However,the reform of the medical system has continued to advance.The measurements including "centralized drug procurement" and the " two invoice policy" to push down the drug prices and medical insurance costs with achieved certain results.The drug regulatory department strengthened the supervision of retail pharmacies,implemented hierarchical management of pharmacies,and raised the operating threshold for third-level pharmacies.With the rapid development of Internet technology,the growth rate of the market size of pharmaceutical e-commerce is much higher than that of traditional retail pharmacies.Medical e-commerce has an unpredictable impact on traditional retail pharmacies.Retail pharmacies have not enjoyed the corresponding policy dividends from the reform of the medical system,and have also been negatively affected.In addition,retail pharmacies are also affected by the diversion of the e-commerce.What kind of marketing strategy should traditional retail pharmacies develop to adapt to the current market environment and continue to maintain a certain growth rate? There is no more complete research on how to develop marketing strategies for physical pharmacies in response to the Internet in existing research,so offline physical pharmacies How to combine with new Internet channels is worth discussing.This article takes the AJ health pharmacy marketing strategy as the research object.Firstly,exploring through the relevant literature review to elaborate on the research status of the pharmaceutical retail field,including the application status of Internet technology in the pharmaceutical retail industry,and explain the development process of the pharmaceutical retail industry.Secondly,utilizing approaches like the macro environment analysis,policy analysis,competition analysis,demand analysis,and the use of SWOT analysis tools to summarize the strategic combination.Finally,exercising the usage of STP and 7Ps marketing combination to sort out the problems in AJ Health Pharmacy's marketing strategy and marketing tactics,and eventually,find a solution to these problems and marketing strategies.