Research On Marketing Strategy Of H Chain Pharmacies

With the deepening reform of the national medical system,the profits of the pharmaceutical retail industry have been significantly compressed.In recent years,the rapid development of pharmaceutical e-commerce has had a huge impact on physical retail pharmacies.After years of development,the pharmaceutical retail market has become increasingly competitive,and physical retail pharmacies are facing huge challenges.How to adjust marketing strategies to adapt to changes in the environment has become an urgent problem for physical retail pharmacies to solve.H Chain Pharmacy was established in 1999 and is a well-known chain pharmacy in China.Its main business is pharmaceutical retail,currently covering 15 provinces across the country.This paper takes H chain drugstore as the research object,uses PEST analysis,Porter’s five force model,SWOT analysis to analyze the marketing environment of the enterprise,and then uses questionnaire survey to investigate H chain drugstore.Based on the seven dimensions of marketing 7Ps theory,it is concluded that H chain drugstore’s existing products lack characteristics,pricing lacks rationality,lacks private domain flow,membership system needs to be improved,lacks communication awareness,and physical display lacks characteristics to solve the problem of low decision-making power of employees,we proposed optimization strategies such as increasing the types of Private label,implementing appropriate Pricing,opening specialty pharmacies,improving the membership system,implementing diversified training,redesigning the store structure,and giving employees appropriate decision-making power.Finally,we proposed safeguard measures from three aspects of system,human resources,and capital.By studying the marketing strategies of H chain pharmacies,reference and inspiration are provided for the sustainable development of physical retail pharmacies.