Research On The Marketing Strategy Of D Chain Drugstore Under The Background Of New Retail

With the aging of the population and the steady improvement of residents’ health awareness,consumers are increasing their investment in medical consultation and drug service,paying more attention to the quality of drugs and medical services.However,medical resources are always scarce resources.Stimulated by the demand gap,more and more chain pharmacies are gradually moving towards diversified development.Instead of meeting the old profit model of using drug price difference in the past,new services are constantly added in combination with new consumer demand.At the same time,under the background of the new medical reform,more and more professional drug demand will be transferred from the hospital market to retail pharmacies,and the outflow of prescription will bring huge passenger flow and drug consumption.Correspondingly,whether social chain pharmacies can match drugs and services with the same price and homogeneity as hospital pharmacies,and how to better meet the demand for such drugs with professional services is the only way for different chain pharmacies to operate differently.In the Internet age,traditional chain pharmacies are also facing the impact of new formats,especially driven by the COVID-19 epidemic.More and more patients try to choose online health consultation+drug delivery,and complete the closed-loop operation of online consultation+drug purchase without leaving home.This mode is highly dependent on young users.How to make better use of the new retail mode of internet plus pharmacies,enhance the profitability of chain pharmacies and retain customers is also an urgent problem for chain pharmacies.Danger and opportunity coexist.At present,the development of chain pharmacies is facing great opportunities and challenges.How to face the changes of the market,the diversity of consumers’ demands and the pressure of industry supervision will be the key consideration of drugstore operators.In this thesis,taking D drugstore chain as an example,by analyzing the successful factors of drugstore chain development in the United States and Japan,combined with the current medical insurance policy in China,Through the analysis methods and tools such as external and internal environment analysis and SWOT analysis,the existing marketing strategies of D-chain drugstores are empowered with new retail strategies.It is suggested that D-chain drugstores should adopt omni-channel strategies,diversified marketing strategies,chronic disease management services and optimized member management,carry out precise marketing,improve the overall professional service ability,and meet the diverse needs of consumers through multiple channels.Improve customer service satisfaction,through the new retail marketing strategy and gradually improve competitiveness and industry barriers,online and offline integration complement each other,and create a new business format of chain pharmacies.