Research On Service Marketing Strategy Of Pharmaceutical Distribution Enterprises

The pharmaceutical industry, especially the pharmaceutical distribution industry has always been an important livelihood sector, is the focus of widespread concern but also be the key of health care reform in China. In order to alleviate the "difficult and expensive" social issues, to promote a new round of health care reform,relevant competent authorities introduced a series of intensive legal, planning, implementation of programs and views, pharmaceutical industry has been ambitious planning and reconstruction in china. These, lead to health care field, pharmaceutical industry and other related industries undergone drastic transformation and change, pharmaceutical distribution industry has changed completely different from the past.In this paper, the medical and health system reform as the research background, taking JD company service marketing strategy as the research object, research on when the drugs circulation enterprise in pharmaceutical circulation industry been the overall scale of rapid increased, how to grasp opportunity to accelerate the industry reshuffle, consolidate their own advantages, and in the highly competitive external environment, to avoid the risks, seize the opportunity to grow more and more strong.This paper apply the PEST model and The Five-force Model to deeply analysis JD company from macro environment and micro environment, found that the current pharmaceutical market potential is enormous. Mainly due to the support of national policy, improving the income of urban and rural residents, the improvenment medical security system, expanding aging population and so on. However, in such a favorable market environment, JD companies also need to recognize external shreats, such as threats come from the current pharmaceutical distribution market turmoil,the new health care reform. Therefore, JD company needs full use of thei advantages, such as cold chain service advantages, and the synergies with GuangZhou Pharmaceutical, etc., overcome their own weaknesses, and focus on key factors which constraint further development of the company such as operating varieties are not complete, the marketing concept of aging, in order to solve the above issue,through analysis to develop an accurate marketing strategy. Also, this paper apply an comprehensive SWOT analysis, combined with the current status of service marketing strategy of the company, the result consider that JD company should broaden marketing channel, increase the coverage of the third terminal and retail pharmacies; rich pharmaceutical business category, in-depth specialist areas varieties; established efficient distributor selection and management systems; enhanced relationship marketing; improve the overall quality of the sales team; diverse physical display, To improve their service marketing strategies to promote steady and rapid development of the company JD.