Research On Marketing Strategy Of Shenzhen Xinxin Pharmacy Company

Rapid economic development,medical insurance reform,people's awareness of health care to promote China's pharmaceutical retail industry in recent years,rapid development.At the same time,China's pharmaceutical retail industry is also facing the development of serious challenges,such as retail pharmacies rent,staff salaries and other operating costs rose rapidly,online pharmacies to the traditional retail pharmacies bring great impact,professional pharmacists and other professionals lack.Shenzhen Xinxin pharmacy company is a rooted in the Shenzhen regional market of pharmaceutical retail enterprises,was established in 2006.At present,China's pharmaceutical retail enterprises in the opportunities and challenges coexist in a critical period,Shenzhen Xinxin pharmacy company to develop and implement the appropriate marketing strategy to seize the opportunity to meet the challenges.The paper takes Xinxin Pharmacy Company of Shenzhen City as the research object.Firstly,it summarizes the research background and significance,the research methods and contents,the theoretical basis and the literature review.Then,on the basis of introducing the business model,operating product,management idea and organization structure of Xinxin pharmacy company in Shenzhen,this paper analyzes the market diversification of Shenzhen Xinxin Pharmacy Company,and the lack of commodity price advantage.Promotion means a single,network marketing work is not carried out and other issues.This paper analyzes the marketing environment of Xinxin Pharmacy Company in Shenzhen City,analyzes the macro environment of retail pharmacies from the macroscopic level by PEST analysis method,analyzes the competitive environment of retail pharmacies from the perspective of Porter's five-dimensional model,Analysis of the internal environment of Shenzhen Xinxin Pharmacy Company by SWOT Analysis.Based on the analysis of the pharmaceutical retail market in Shenzhen,this paper analyzes the target market and market positioning of Xinxin Pharmacy Company in Shenzhen City.It is suggested that Xinxin Pharmacy Company of Shenzhen should put forward the strategy of product strategy,price strategy,promotion strategy,channel strategy To design their marketing strategy portfolio.Finally,the paper holds that Xinxin Pharmacy Company of Shenzhen City should ensure the smooth implementation of its marketing strategy from four aspects: enterprise culture optimization,organizational structure optimization,financial management optimization and human resource optimization.Based on the analysis process,the paper draws the following conclusions.First,Shenzhen Xinxin Pharmacy Co.,Ltd.,as a medium-sized pharmaceutical retail enterprise in Shenzhen,wants to win the survival and development,and it must be clear about the problems in the marketing of the enterprise The knowledge.Second,the Shenzhen Xinxin Pharmacy Co.,Ltd.managers must always pay attention to the industry's macro environment and competitive environment changes and adjust the marketing strategy accordingly.Third,Shenzhen Xinxin Pharmacy Co.,Ltd.need to use modern marketing means to overcome their own disadvantages,to play their own advantages,to avoid external threats,grasp the external opportunities.Fourth,the new Xin pharmacy company will focus on the target customer groups in the female group,the elderly population,young people.The research will help Shenzhen Xinxin Pharmacy Co.,Ltd.enhance the market competitiveness and promote the healthy and sustainable development of the enterprise.At the same time,it will help improve the sales system of China's pharmaceutical retail industry and provide some reference for the development of China's pharmaceutical retail enterprises.