Marketing Strategy Of DXT Company In The Context Of New Medica Reform

The implementation of the new medical reform in 13th Five-Year plan has brought great impact to the pharmaceutical retail industry.At the same time,the promulgation of relevant policies to promote the development of drug retail chain and the promotion of people's health awareness have made the demand of drug retail market increasing,the number of drug retail chain drugstores is growing rapidly,and the competition among drug retail chain enterprises is becoming more and more fierce.How to survive and develop in the fierce competition under the background of the new medical reform is the top priority of the future work of drug retail chain enterprises.DXT company is taken as the research object in this paper.Firstly,it analyzes the marketing status and existing problems of DXT company,and then analyzes its environment,including the interpretation of the new medical reform,to understand the impact of the new medical reform on drug retail industry,using PEST analysis to analyze its external macro-environment and Michael Porter's Five Forces Model to analyze its competitive environment.And SWOT analysis is used to analyze the company.;to explore the company's strengths and weaknesses,clear the company's opportunities and threats,for the next step in the formulation of marketing strategies to provide a theoretical basis.Finally,according to the above analysis and based on the marketing problems of DXT company,the marketing strategy and safeguard measures suitable for the development of the company are formulated by using 4Ps marketing theory.According to the study,DXT company should comply with the new medical reform policy.Timely adjust product mix and increase service items to achieve differentiated operation.At the same time,the unified pricing method of the company stores should be implemented and the price war should be treated with caution.Expand sales channels,increase new outlets and network operations,and strengthen logistics information management.To maximize profits by using a variety of promotional methods such as POP advertising,membership promotion,brand promotion,gift buying and discount promotion.