Research On The Marketing Strategy Of A Pharmacy Under The New Edition Of GSP

With the rising economical level, the enhancing health consciousness of resident, the construction of township medical institutions in the course of the healthcare reforms, and the expanding healthcare coverage of low income groups in "new normal’", medical market in China has been entered rapid development era. The application of the fifth "Good Supply Practice for Pharmaceutical Products (GSP)" has generated people’s interests in pharmaceutical sales business formals. In this paper, A Pharmacy in Changzhou Liyang has been selected to be analyzed its marketing environment, competitiveness, development strategy and so on in new GSP, in order to explore new development strategy in fifth GSP and enhance the competitiveness of pharmaceutical sales business formals in China.Quality control measures rules about the purchase, storage, marketing and shipment of pharmaceutical in new GSP has been summarized in this paper based on five editions of GSP and related marketing theory and analyzing model. Then, a marketing environment analyzing and qualitative evaluation of A Pharmacy has been studied, and new requirement to A Pharmacy’s marketing environment and development strategy in new GSP has also been expressed. At the same time, a SWOT analysis of A Pharmacy has been given to summarize its strengths, weaknesses, opportunities, and threats in new GSP. At last, according to related marketing environment and A Pharmacy’s competitiveness analysis, A Pharmacy’s marketing strategies and supporting measures in new GSP has been presented based on 4C,4R and 4I marketing theories.This paper indicates that:the application of relevant economical policies and GSP in recent years brings wider marketing development opportunity and severer survival challenge at the same time to the pharmaceutical sales business formals in China. A Pharmacy is one of the larger pharmaceutical retail chain enterprises in Changzhou Liyang area, with strong market competitiveness and development space. Along with the advancement of the new GSP, A pharmacy should seize pharmaceutical demand market and information platform to build a professional logistics system, grasp the market opportunity, make full use of its advantages in domestic, explore the Internet-medical network marketing mode, and pay attention to enhance the level of transport management, establish a system of incentives and expand product sales market and differentiated product strategy.