Research On Development Strategy Of XY Pharmacy

Under the development environment of ’ Internet + ’,the frequent introduction of national medical reform policies has led to a sharp increase in the number of pharmaceutical retail enterprises in China,which has led to increasingly fierce competition among pharmaceutical retail enterprises.Under the impetus of the medical reform policy,the chain of drug retail enterprises has gradually increased,and the situation of ’ big fish eating small fish,small fish eating shrimp ’ has emerged.Large drug retail chain enterprises have frantically acquired small and medium-sized drug retail enterprises,ahead of schedule for the future domestic drug retail market layout.In the fierce competition in the pharmaceutical retail industry environment,small and medium-sized pharmaceutical retail enterprises should formulate sustainable development strategies,combined with national policy for differentiated management,seize the external environment opportunities,and strengthen their advantages to cope with market changes and the threat of large pharmaceutical enterprises.Therefore,the development of strategic research is of great significance for small and medium-sized pharmaceutical retail enterprises to deal with the current risk of mergers and acquisitions or business closures.By reviewing and summarizing the research on the development strategy of pharmaceutical retail enterprises at home and abroad and the application of e-commerce in the pharmaceutical retail industry,this paper finds that small and medium-sized pharmaceutical retail enterprises have limitations in defining actual positioning and corporate strategic choices.Therefore,this paper takes XY pharmacy as the research object.Firstly,it understands the basic situation of XY pharmacy,the development status,and existing problems of pharmacy in five aspects: product service,sales channel,customer relationship,business process,and finance.Secondly,PEST and Porter’ s five-force analysis model are used to analyze the external macro environment and industry competition environment of the case.SWOT tool is used to further analyze the advantages and disadvantages of the case and the opportunities and threats of the external environment in combination with the current situation of the enterprise,and the SWOT strategy matching of XY pharmacy is analyzed.Finally,the AHP analysis method is used to determine the index system by combining qualitative and quantitative analysis,calculate the index weight and the strength of internal and external factors,construct four quadrant coordinates,and determine that XY pharmacy belongs to the pioneering SO strategic area.It should adopt the strength strategy and implement positive strategic measures.According to the problems existing in XY pharmacy and the development strategy of choice,this paper puts forward the implementation suggestions of adding additional services to enhance enterprise value,self-built online channel link users,constructing an O2 O operation system,establishing basic business process norms,and strengthening the strategic implementation guarantee of organization,human resources,technology,and finance.The research on the development strategy of XY pharmacy provides a reference case for other small and medium-sized pharmaceutical retail enterprises to formulate development strategies.