| With the continuous deepening of the medical system reform,China’s pharmaceutical circulation industry is facing profound changes.This reform has a great impact on the traditional wholesale business model in the pharmaceutical distribution industry,but it also brings new business needs and market opportunities to the pharmaceutical terminal retail industry.Especially in recent years,the introduction and implementation of such policies as "drug proportion","two-vote system" and "zero-markup" have promoted the transfer of drug sales from medical institutions to terminal retailers.At the same time,the trend of prescription outflow is gradually in the next stage,which also removes the biggest obstacle for the development of the pharmaceutical terminal over-selling industry.Faced with the strategic opportunity of the pharmaceutical terminal retail industry,as a traditional medicine circulation enterprise mainly focused on wholesale,Y company should choose the terminal retail business strategy to gain competitive advantages in the fierce market competition,which has become a difficult problem for the senior management of the company.This research takes the development strategy of terminal retail business of Y company as the research objective and uses the "BLM" business leading model.Firstly,we comprehensively apply industry analysis,battle road management and other knowledge to analyze the external macro environment,industry environment and competitive environment of Y company’s terminal retail business,and find out the opportunities and threats faced by Y company’s terminal sales business.Secondly,we analyze the internal resources and capabilities of Y company in the terminal retail business and identify the advantages and disadvantages of Y company’s terminal retail business in line with the needs of industrial competition.Finally,we use the strategy map--balanced scorecard--to systematically select and formulate the development strategies and measures for terminal retail business of Y company.This study takes the actual situation of Y company as a case and analyzes it based on internal and external facts,which is of great value for the selection ofterminal retail business strategy of Y company and also has certain reference significance for other enterprises in the pharmaceutical terminal retail industry. |
