Research On Optimization Strategy Of OMO Business Model Of ZZJ Chain Drugstore

The improvement of people’s health awareness,the change of population structure,the increasing number of sub-health groups and patients with chronic diseases make the pharmaceutical retail industry expand rapidly.At the same time,Internet companies,multinational capital,traditional retail and other enterprises have entered the pharmaceutical retail industry,competing to open new stores to expand the number of stores,and the competition for the pharmaceutical retail market has intensified.ZZJ chain drugstore is a large local pharmaceutical retail chain enterprise in Henan Province.By the end of 2020,according to the marketing scale and the total number of Direct stores,ZZJ chain drugstore ranked 11 th among the top 100 pharmaceutical retail companies in China.Under the normalization of the epidemic situation,the development prospect of ZZJ chain drugstores will be greatly affected,and how to survive and develop in the fierce competition is the key direction of ZZJ chain drugstores in the future.This paper mainly discusses the strategy of ZZJ chain drugstore to optimize its business model under the background of OMO,so as to promote drug sales and reduce operating costs.With the title of "Research on the optimization strategy of ZZJ chain drugstore OMO business model",this paper makes a comprehensive analysis and Discussion on the business model of ZZJ chain drugstore.Firstly,the competitive environment faced by ZZJ chain drugstores is studied by using Porter’s five forces model;Secondly,using canvas theory,this paper analyzes the operation status of ZZJ chain drugstores from four perspectives: asset management,products and services,customer factors and profit factors,and compares them with the business models of main competitors.After having a comprehensive understanding of the business model of the enterprise,we find its difficulties in four aspects: value proposition,supply chain construction,service model and profit model;Combined with the OMO business model,this paper puts forward the idea of optimizing the OMO business model of ZZJ chain drugstores,and formulates the optimization strategies in four aspects:value proposition,supply chain optimization,service model and profit model under the background of OMO.According to the research,ZZJ chain drugstores should comply with the development trend of the times,timely optimize their business model according to the changes of market environment,combine the Internet platform with offline stores,and transform the direct chain model into OMO business model,so as to improve customers’ consumption experience,improve user value,deeply integrate online and offline logistics,open up all channel layout,establish a new cooperation network and realize cross-border cooperation of enterprises,Improve the profitability of enterprises by controlling costs.Based on the commercial canvas theory and Porter’s five forces model,combined with the actual situation of ZZJ chain drugstores,this paper further enriches the application of relevant theories in enterprises.