Research On The Integration Strategy Of Online And Offline Marketing Channels For A Pharmaceutical Retail Company

Affected by the changing market environment and the new medical reform policy,the terminal demand of retail pharmacies has further improved,and the "Internet plus+Medical Health" has also been more and more recognized.Under the "attack" of leading enterprises such as Sinopharm,China Resources,Shanghai Pharmaceutical,Jiuzhoutong,as well as large Internet platforms such as JD Health,Yiyao.com,traditional pharmaceutical retail enterprises and small and medium-sized pharmacies have to adapt to the trend of new pharmaceutical retail,Accelerate the pace of enterprise transformation with the main direction of integrating online and offline marketing channels.This article is divided into seven parts through methods such as literature research,case study,investigation,and interview.The first part introduces the research background and significance,and provides a review of the current research status at home and abroad.The second part introduces the relevant concepts and theories applied in this paper,including new retail,Integrated marketing communications theory,4Ps theory,etc.The third part provides an overview of the current status of A company’s online and offline marketing,and analyzes the advantages and disadvantages of online and offline channels.The fourth part analyzes the market environment of Company A,starting from the analysis of the macro environment and major competitors,and understanding the actual needs of consumers through questionnaires,so as to find out the problems in the online and offline marketing process of Company A,and find it necessary to integrate and build the online and offline Marketing channel.The fifth part proposes the integration strategy of online and offline Marketing channel based on the above research data.The sixth part puts forward the relevant implementation guarantee of A company’s online and offline Marketing channel integration strategy,and compares the effect before and after the implementation of A company’s strategy in the form of case analysis.The seventh part summarizes the entire research process and proposes prospects.The aim is to propose a series of online and offline channel integration strategies and guarantee measures to enhance the market competitiveness of Company A and provide reference and guidance for the online and offline marketing construction of other enterprises in the industry.This article believes that retail pharmacies should integrate their own resources,combine and apply modern internet marketing tools and methods,and achieve a circular linkage of "online+offline".Company A has proposed an online and offline marketing channel integration strategy suitable for its own development situation from the aspects of service content,customer acquisition methods,and promotions.Through the implementation of the strategy,its marketing performance in multiple channels such as online shopping malls and third-party platforms has improved,and the effectiveness evaluation of promotional activities and member growth have also improved compared to the previous period.However,due to the long implementation cycle of some strategies,their actual effects still need to be tracked later.