Customer Requirements Research And Service Content Design Of Hangzhou JNSJ Pharmacy

Customers are the key elements of pharmacy management activities, especially in pharmacy services. The essence of pharmacy services is to meet the customers' requirements. The paper was oriented from the customers' requirements, and on the basis of the theoretical analysis of pharmacy services and the customers' requirements, the customers' requirements in pharmacy were acquired, analyzed and studied in a practical project, finally the paper completed the service content design.In the theoretical part, the concept, characteristics and hierarchy of the pharmacy services were discussed, especially on the differences between the pharmacy services and the others. Oriented from the concept of customers' requirements, the hierarchy, characteristics and factors of the customers' requirements were analyzed, and the "function - perception - emotion and value" hierarchical model of the pharmacy customers' requirements was built up.In the practical research part, firstly, on the basis of theory, the papers focused on JNSJ pharmacy and acquired the customers' requirements through the questionnaires and episodic interviews. Secondly, the customers' requirements were analyzed by translating; sorting, scaling and so on so that the templates of the customers' requirements were constructed. Thirdly, integrated and innovated of the templates of the customers' requirements, the paper put forward a service model based on membership, put the customer activities as its main body and implemented by the health experts. Finally the existing pharmacy services were improved and innovated on content including the "Membership", "Health Expert" and the "Zhejiang Enterprises' Wives Club".