Design And Analysis Of Marketing Strategy Of Y Chain Pharmacy

The process of China's economic development,the material conditions have been greatly satisfied,people began to pay attention to health,and other spiritual activities.In this context,the chain pharmacy industry has gained very rapid popularity and development from scratch and the types of drugs have continued to increase.Since the establishment of the first store in K City in 2003,Y Chain Pharmacy has grown to more than 300 stores through direct operations and franchising.Y chain pharmacy has grown in the development process,but through the analysis of financial data in recent years,it can be found that the company's profit rate has decreased year by year.It is necessary for Y chain pharmacies to conduct more in-depth research on marketing and other management of pharmacies at this critical moment,and to do fine management to reduce costs and increase efficiency.This thesis mainly focuses an the research of the management marketing strategy of Y chain pharmacies,firstly the basic situation of Y chain pharmacies are introduced,and then we use the PEST model from the macro environment,the Potter five farces model to analysis the industry environment,finally analyses the micro level from the Y chain pharmacies marketing management frame structure,the current marketing made of operation and management existing pattern,marketing strategy,through the qualitative analysis method to find the bottlenecks and problems of Y chain pharmacies in marketing management.Then,starting from the design objectives and principles of marketing strategy and ideas,using STP theory as the guide,the classic marketing theory as the base,service marketing theory as the extension,the network marketing theory as the breakthrough,designing some specific marketing strategies to find the problems need to be solved and improved,including the existing product portfolio,collocating more profit and high value-added products,having more professional personnel,collocating more information display,and more cooperation with mainstream network shopping platform,building its own APP platform.In order to protect the landing and implementation of these marketing strategies,this paper also puts forward Five guarantees,namely,supply chain management,information system management,logistics management,financial management,personnel and cultural security.