Research On Omni-channel Marketing Construction Strategy Of L Pharmaceutical Retail Company Under The Concept Of Integrated Marketing

The rapid development and extensive penetration of the Internet has deeply affected the development of each industry.The application of the "Internet +" concept has inspired new vitality in every industry.The pharmaceutical industry is an important part of China's national economy.However,at this stage,the pace of China's medical system reform continues to accelerate,and the reform efforts are gradually increasing.In recent years,the combination with the Internet has provided fresh vitality and activated new impetus for the development of the pharmaceutical retail industry.In April 2018,A policy aiming at promoting the development of the deep integration of Internet and medical health was proposed.Under the supervision and regulation of government,the online sales of pharmaceutical retail enterprises are gaining momentum.However,it is undeniable that although online marketing has the unique advantages,the offline marketing is irreplaceable.At the same time,with the development of online and offline marketing of pharmaceutical retail enterprises,their respective drawbacks and shortcomings are increasingly exposed,and there is bad competition between them.Under this circumstance,how to promote the benign interaction between online and offline marketing and realize integrated marketing has become an important proposition of the transformation and upgrading of the marketing model of pharmaceutical retail enterprises.Under this circumstance,this thesis takes L company as the research object,analyzes the company's marketing situations and problems,combines enterprise environment analysis and SWOT feasibility analysis.Based on that,the strategy of integrating marketing is proposed,and the corresponding implementation safeguard measures are further given,which have certain practical guiding significance for the pharmaceutical retail enterprises to carry out online and offline integrated marketing.A comprehensive grasp of the current situations and shortcomings,clarifying the internal and external environment of enterprises marketing is an important basis for the development of online and offline integrated marketing.Based on the related theories of collaborative marketing theory,marketing mix theory,consumer behavior theory and SICAS model,this thesis firstly analyzes the insufficiency of online and offline marketing of L company by qualitative and quantitative methods,based on which,proposing the necessity of integrated marketing.Then,using the analysis methods such as PEST analysis and SWOTanalysis,the feasibility of L company marketing is systematically analyzed.On this basis,the L company's online and offline integrated marketing strategies are put forward.Finally,based on the actual situation of L company,the guarantee measures for online and offline integrated marketing are given,and the full text is summarized and forecast.