ShiZhengGe Drugstore Chain Operating Study

This paper applied the theory related to the modern marketing management and the store chain management. It analyzed the developed history, circumstances, traits, reasons and developing trends of the drugstore chain in our country and in Chongqing city. It drew the conclusions on the drugstore chain in our country and in Chongqing city: the drugstore chain developed rapidly; some drugstore chain have had the scale, the brand and the developed foundation; there are some problems for the drugstore chain to pay their attention on when developing; the competition between the drugstore chain will to be more violent; the way of the drugstore chain developing.The paper introduced the SZG Corp, the developing condition of the SZG drugstore chain and the running details .It analyzed the main factors which influenced the SZG drugstore chain, such as the chain scale, the chain models and the chain distribution, the brand building, the brand risks, and the competitive situation.At the end of the thesis, basis on the relative theory and experiences the author proposed that the SZG Corp would key on the scale developing and brand building in the drugstore chain developing. The author suggested that the SZG Corp would developed the drugstore chain scale gradually, especially on the immanent scale; Enforcing the building schema of brand differentiation and improving the brand acceptability; The main problems in the drugstore chain brand marketing, such as pricing tactics, merchant diversification, service marketing, manufacturing and selling the own line of drug products, combining the store sales and no store sales, building the public relations, and then proposed the single drugstore how to do in the brand marketing.This thesis is a true case that came from the author's working. It used a large amount of charts and dates. It made the deeper analysis on many aspects of the drugstore chain operating. The thesis can play a certain reference role to the other similar enterprises.