Study On The Market Competitive Strategy Of Shanghai Haini Drugstore Corporation

The theme of the paper is that, in order to realize the established strategic target, which competitive strategy should Shanghai Haini drugstore Co. Ltd. take to participate in the retail drugstore market of Shanghai?In the recent more than ten years, China retail drugstores have developed very rapidly: on one hand, the amount of drugstores has increased tremendously, on the other hand, the operating models of drugstores are diversified. The market atmosphere is so active that competition between drugstores are increasingly enlarging, attracting kinds of capital to enter the retail market. So does the shanghai local market. Establishment of representative by Fuxing big drugstore and innovation of chain drugstore representative by Huashi big drugstore, make the market competitive of Shanghai retail drugstores differentiation.This paper is beginning with the theoretical research on chain operating and market competitive strategy. Secondly, it thoroughly investigates market circumstances of drug retail, fully commands situations , developing tendency, competitive structure of the drug retail market and the main factors influencing consumer's choice on retail drugstore. Thirdly, using "SWOT" tool, it researches on the chances, threats, advantages and disadvantages confronting before the Shanghai Haini drugstore, and also subdivides Shanghai retail drugstore market. Combining the research above, the author introduces selection programme of the target market.Finally, synthesising the research above and actual experiencesb, aiming at Shanghai Haini taking part in the market, the author suggests market location of target market leader;band location of convenienceness and service of high quality;drugstore type location of mainly community drugstore and partly open-shelves drugstore;chain operating model of mainly regular chain, partly member drugstore;managing variety location of mainly drugs, partly relative products. Based on locations above, the author proposes some suggestions of relative management strategy from three aspects: operating model , product and service and communication.This paper mainly uses the competitive strategy theory, marketing management theory , chain operation theory and other relative theories. Combining other market data, using qualitative and quantitative method, the author does positivistic study on retail drugstore market competitive strategy. It may has some implications on similar enterprises especially retail chain drugstore in Shanghai area.