Research On Service Marketing Strategy Of KB Chain Pharmacy Under The New Retail Mode

Since Jack Ma proposed new retail in 2016,the research and discussion on new retail has not stopped.The new retail mode brings a brand new perspective to the whole retail industry and also provides the direction for the traditional chain drugstores to seek transformation and development.Today,many drugstore chains,including KB’s,are moving toward new retail in the face of fierce competition and Internet giants.As the main research object of this thesis,KB chain pharmacy is a service enterprise engaged in pharmaceutical retail for many years.In the process of promoting the transformation of new retail,the service marketing strategy of KB chain pharmacy faces many problems and deficiencies.These shortcomings limited the KB pharmacy chain’s customer service capabilities and affected its operating results.By analyzing the development status,marketing environment and new retail mode of KB chain pharmacy,this thesis makes clear the specific situation of KB chain pharmacy.Through questionnaire survey,field interview,data analysis and other methods,combined with the new retail development requirements,this thesis comb out the shortcomings of KB chain pharmacy in service marketing strategy.By summarizing the influence of the new retail on the service marketing strategy,this thesis puts forward how to improve the service marketing strategy of KB chain pharmacy under the new retail mode.In this process,this thesis uses marketing theory and new retail related research results.On the basis of clarifying the underlying concepts related to the new retail and the new retail mode of KB chain pharmacy,this thesis uses a variety of research methods such as investigation,literature research and case analysis to study KB chain pharmacy.PEST analysis model,Porter’s Five Forces model,internal environment analysis and other management tools were used to analyze KB chain pharmacy.Based on the theory of 7P marketing mix,this thesis examines the service marketing strategy of KB chain pharmacy and puts forward its improvement suggestions.Finally,the conclusion of this thesis is drawn and the prospect is made.Because this thesis combines some of the latest concepts,and is one of the few thesis that combine new retail and service marketing to discuss how to better develop service marketing under the new retail model of KB chain pharmacy.Therefore,the previous studies for reference in this thesis are limited and the research depth may be insufficient.However,because of this,the topic of this thesis has become an innovative point,and the research results of this thesis also have a certain theoretical value.At present,new retail has become the general trend and has developed vigorously.KB pharmacy chain is indeed facing the major challenges of transformation and development.It needs to combine the changes brought by new retail,improve the service marketing strategy and enhance customer satisfaction,so as to achieve the sustainable and healthy development of the enterprise.Therefore,the research of this thesis is actually needed and has strong practical value.In addition,as chain pharmacy is the main enterprise form of pharmacy industry,the research results of this thesis not only provide reference for small and medium-sized chain drugstores to seek the transformation and development of new retail,but also provide certain reference for traditional drugstores to better develop new retail.