Research On Online Marketing Strategy Of French URGO Pharmaceutical Company

In recent years,China has continuously promulgated laws and regulations on the online pharmaceutical retail industry,marking the beginning of a new chapter in the coordinated development of the pharmaceutical retail industry and internet technology.Those who grasp the brand-new market position of online marketing will gain new vitality and impetus for development.Taking France URGO pharmaceutical company as the research object,this thesis focuses on how to use the advantages and values of the enterprise to consolidate and enhance its position in the field of pharmaceutical sales e-commerce under the background of traditional pharmaceutical retail and the completion of regional layout.Firstly,the thesis introduces the relevant theories and literature of online marketing.Secondly,it analyzes the marketing strategy and existing problems of URGO pharmaceutical company.Thirdly,by using PEST analysis,five forces model,SWOT analysis and other tools,this thesis makes a comprehensive study on the macro and micro marketing environment for URGO pharmaceutical company,as well as the advantages and disadvantages of the enterprise itself.Finally,combining with the market survey results,this thesis puts forward optimization suggestions for the online marketing strategy of URGO pharmaceutical company from four aspects,i.e.,product,price,channel and promotion.Specifically,in terms of products,we have optimized the product portfolio and improved brand awareness.In terms of price,it puts forward the change strategy,portfolio pricing strategy and membership system.In terms of channels,it puts forward two strategies: independent recruitment and third-party cooperation.In terms of promotion,it has been optimized from two aspects: online platform promotion and discount.In order to cooperate with the implementation of the measures,the thesis also gives some relevant safeguard measures.Results of this research will have a certain reference for pharmaceutical retail enterprises to develop exhibition online marketing.