Research On Competitive Strategy Of Shandong Y Pharmaceutical Chain Company

With the deepening of the aging process of the Chinese population and the recurrence of the COVID-19 epidemic,people are paying more and more attention to the health problems of themselves and their families,and spending more and more on disease prevention and treatment.With the promotion of policies such as normalization of collection,separation of medical providers and hierarchical diagnosis and treatment,as well as the continuous improvement of relevant policies in the field of Internet medical treatment,the drug retail market has achieved rapid development,and the national drug chain business volume keeps growing.In recent years,pharmaceutical chain leading enterprises aiming at the industry development opportunities,always maintain a strong growth situation.Shandong Y Pharmaceutical chain Company is the leading enterprise in the pharmaceutical chain industry in Yantai and Wei area,but the business volume is still far from the industry leader.Take Suyu Minmin Pharmacy Chain Co.,LTD.,Y Pharmaceutical chain’s strongest competitor in Shandong Province,as an example.In 2022,Suyu Minmin Pharmacy Chain Co.,LTD.’s total sales volume was 5.32 billion yuan,while Y Pharmaceutical chain’s total sales volume was only 1.32 billion yuan,In the face of China’s release of epidemic prevention and control measures and fierce competition in the pharmaceutical retail market,Y pharmaceutical chain company urgently needs to adjust its competitive strategy to meet the needs of the development of The Times and explore new profit growth points.This paper takes Y pharmaceutical chain company as the research object,aiming at selecting and formulating appropriate competition strategy for it.Based on the current situation of Y pharmaceutical chain company,this paper makes a comprehensive analysis and discussion on the competitive strategy of Y pharmaceutical chain company by means of literature research,in-depth interview and questionnaire,PEST tool,five forces model,internal and external matrix,SWOT,QSPM and other methods and tools.First of all,through literature research,the literature research related to competition management and competition strategy at home and abroad was reviewed,and the research tools and models needed in the research process were determined.Secondly,through in-depth interviews with the executives and store employees of Y pharmaceutical chain company,the development status and main problems of Y pharmaceutical chain company are determined.The external factors evaluation matrix is used to analyze the external macro environment,industry competition and other factors of Y pharmaceutical chain company,and the external key factors are quantitatively evaluated.The opportunities and risks in the external environment faced by Y Pharmaceutical chain company are clarified.Then,with the help of internal factor evaluation matrix,the internal factors of Y pharmaceutical chain company are quantitatively analyzed,and the advantages and disadvantages of enterprise development are clarified.Then on the basis of EFE matrix and IFE matrix analysis,the use of SWOT for opportunities,threats,strengths and weaknesses of the overall analysis,the use of QSPM matrix for quantitative evaluation of the three strategies,finally determined that the differentiation strategy is the best choice of Y pharmaceutical chain company,and put forward in the product,service,marketing,image four aspects of the implementation of differentiation measures.Finally,according to the actual situation of Y pharmaceutical chain company,this paper studies the implementation of differentiation competition strategy,and puts forward the safeguard measures for strategy implementation from the five aspects of culture,manpower,finance,organization and information construction.In summary,on the basis of referring to relevant theories of domestic and foreign competitive strategies,this paper adopts mature analytical tools and methods to study the competitive strategies of Y pharmaceutical chain company,helps Y pharmaceutical chain company to design and select appropriate competitive strategies,and puts forward the guarantee and implementation of strategy implementation.