Research On The Marketing Strategy Of Shuyu Civilian Pharmacy Co.Ltd.

Because of the special nature of drugs, pharmaceutical retail industry has always been highly concerned by the government and the people. With the high-speed development of Chinese economy and the deepening of medical insurance system reform, there has been a rapid development of pharmaceutical retail industry. In 2013, the overall scale of drug retail market in China reached 246.69 billion yuan, and the number of drug retail chain enterprises is more than 3000. In 2013, the total number of pharmacies is more than 43 ten thousand. The continuous development of pharmaceutical retail market intensified competition among enterprises in the industry, which will bring new opportunities and challenges to the pharmaceutical retail enterprises. Shuyu civilian pharmacy Co. Ltd. was founded in the year of 2002, which is the first parity pharmacy in Shandong province. After twelve years of accumulation and development, the company has expanded its chain stores in eleven cities in Shandong province. In 2014 the company sales of more than 135 billion yuan, and it has nearly 600 chain stores and more than 30 clinics. Also the company is the leading enterprise of pharmaceutical retail chain industry in Shandong Province.Based on the research of domestic and foreign marketing theory and competition strategy, this paper has done a detailed analysis and discussion of the pharmaceutical retail business activities. This paper uses the analysis method of PEST and Michael Porter’s five forces model to analyze macro environment and industry competition situation of Shuyu civilian pharmacy, to obtain development opportunities and external threats of Shuyu civilian pharmacy. By analyzing the company’s internal resources, this paper acquires advantages and disadvantages of Shuyu civilian pharmacy. By SWOT analysis, this paper obtains that Shuyu civilian pharmacy should make use of the chance, to acquire a number of small and medium-sized chain enterprises, increasing the scale of the enterprise rapidly. Also the use of a good brand image, the company should focus on strengthening the building of company brand.According to the actual situation of Shuyu civilian and the assessment results of the market segmentation, Shuyu civilian drugstore chooses the target market. According to the characteristics of target customers in market segments, Shuyu civilian drugstore chooses appropriate management model. Developing suitable brand marketing strategies for the development of Shuyu civilian drugstore, and the paper positioned the brand of Shuyu as "parity, high-quality, professional". Through the implementation of brand marketing strategy, the company strengthened its "Shu Yu civilian" brand image, enhance customer loyalty, and improve the competitiveness of enterprises.Through the analysis, this paper proposed the implementation strategy of Shuyu civilian drugstore’s brand marketing strategy, including product strategy, price strategy, promotion strategy, and channel strategy. Then, this paper presents the optimization suggestions on corporate culture, organizational structure, financial management, human resource management etc.. Through this series of measures, this paper makes Shuyu civilian drugstore establish a good brand image.The conclusions of the study will play an important role in coping with the increasingly fierce competition and improve market competitiveness for pharmaceutical retail enterprises, especially Shuyu civilian drugstore. These conclusions also can provide useful lessons and references for other pharmaceutical retail enterprises. Besides, this research can perfect the system of management theory of the pharmaceutical industry, and enrich the existing marketing theory research.