Study On Service Marketing Strategy Of J Chain Pharmaceutical Company

Economic development has brought about changes in people’s living standards and habits,and the proportion of people willing to spend on medicine and health care has also increased accordingly.The development prospect of drug retail industry is promising,but it is followed by stricter national supervision of the drug retail industry and fiercer competition in the market and industry.In addition,the development and popularization of Internet big data in recent years has provided new challenges and development opportunities for the pharmaceutical retail industry.The competition in the pharmaceutical retail industry is no longer limited to the superficial offline sales channels,but constantly develops towards deeper and diversified channels.Under the influence of the Internet,sales channels also extend from offline to online and the marketing strategy model combining online and offline.Retail pharmacies need to find the most suitable point in service marketing through exploration,and explore the new sales growth point of current retail pharmacies under the premise of ensuring the existing market.In this paper,J chain pharmaceutical company as the research object,combined with the development status of the pharmaceutical company,the study of J chain pharmaceutical company service marketing strategy.First,the marketing environment of J chain pharmaceutical company is analyzed,and the macro-environment of the development of J chain pharmaceutical company is analyzed by PEST,the industry environment of the development of J chain pharmaceutical company is analyzed by Porter’s Five Forces model,the micro-environment of the development of J chain pharmaceutical company is analyzed by SWOT,and the service marketing development environment of J chain pharmaceutical company is summarized from various aspects by combining with the actual situation of J chain pharmaceutical company.Secondly,it describes the current status quo of service marketing of J chain pharmaceutical company through all aspects of 7Ps,and then comprehensively analyzes the development status quo and problems of service marketing of J chain pharmaceutical company from different perspectives by combining the questionnaire survey of consumers and the interview survey of J chain pharmaceutical company staff.Finally,based on the above analysis and starting from the seven aspects of service marketing,the most targeted service marketing optimization and improvement measures are given,including: In the face of unreasonable product structure and low degree of differentiation,J chain pharmaceutical enterprises can strengthen category management,optimize product structure,use existing resources and data for consumer portrait,increase the proportion of products with high gross profit,manufacture product differentiation,adjust relevant service marketing strategies,and obtain product competitive advantages.Faced with the problem of single pricing strategy,J chain pharmaceutical companies can make differentiated price adjustment by combining membership system,give full play to the advantages of private brands,take value as the basis of private brand pricing,unify online and offline drug pricing,change the way of price competition,and make full use of big data to predict the changing trend of drug prices.Faced with the problem of lack of digital marketing channels,J chain pharmaceutical company should,on the one hand,on the basis of building an omni-channel marketing platform,get through the information of online and offline marketing channels to avoid marketing problems caused by poor information.On the other hand,J chain pharmaceutical company should recommend personalized marketing strategies through the distance scene,consumer disease description and consumer preference.In the face of serious homogenization of promotion strategies,J chain pharmaceutical companies can carry out personalized promotion with characteristics by combining their own basic conditions,or optimize and create promotion methods suitable for themselves by combining previous promotion methods.In the face of the shortage of professional personnel,J chain pharmaceutical company needs to comprehensively strengthen talent recruitment and develop effective training plans,find professional talents with the same specialty,and enable new employees to get started quickly through effective training.It is not only necessary to consider the recruitment,but also to consider the retention and training of employees,so as to ensure the rights and interests of employees and enhance the stability of employees through a sound employee incentive mechanism.In the face of the cumbersome service process,J chain pharmaceutical companies can simplify the sales process and purchase service process through pre-sale deployment,establish a professional consumer service system to provide professional services,increase after-sales service system to improve digital feedback channels,and provide consumers with good drug purchase experience as the starting point.In the face of the problem of insufficient physical display,J chain pharmaceutical company can allow some stores to add special service consulting areas in hardware decoration according to the actual situation,highlight the characteristics of each store and different display characteristics in the physical display of regular promotion,improve the hardware decoration and software layout,and increase the professionalism and uniqueness of pharmaceutical company stores.Through research,this paper hopes to find out that under the current background,J chain pharmaceutical company can find a better marketing outlet for chain pharmaceutical company through effective improvement of service marketing and combined application of service marketing strategy under such background.While improving the service marketing effect and efficiency of pharmaceutical company,it can be promoted to similar retail pharmacies.To promote the healthy development of the pharmaceutical retail industry.