| With the rapid aging of Chinese society,the demand for health care and drug use of the elderly increases sharply.With the further implementation of the national medical reform policy,the competition environment of chain pharmacies has changed greatly,and the marketing strategy of entity chain pharmacies also needs to adjust accordingly.Taking KN Pharmaceutical retail Chain Co.,Ltd.as the research object,PEST model was used to analyze the macro environment of pharmaceutical retail industry.Then,Porter’s five forces analysis method was used to analyze the industry competition environment of KN pharmacy,the current competition situation and the development trend of the industry were analyzed.Through field research,the internal microenvironment of KN chain pharmacy was carefully combed and analyzed,and the marketing status quo of KN pharmacy was understood.By means of questionnaire survey and interview with KN pharmacy management,we further understand the operating status of KN pharmacy,and find that there are some problems in its operation,such as unscientific product selection,market capture at low prices,channel layout still needs adjustment,old-fashioned promotion mode and low customer service level.Then through STP market segmentation theory,the target market and specialized market positioning of KN pharmacy were defined.Finally,according to 4Ps theory,KN chain pharmacy should adopt differentiated product strategy,classified dynamic price strategy,expanded sales channel strategy,precise joint promotion strategy and hierarchical member marketing strategy from five aspects,such as product,price,channel,promotion and member management.And explore the human resources guarantee,capital investment guarantee,information security and the development of management system and other measures,so as to promote the optimization of marketing strategy can be smoothly promoted,and achieve the expected effect,the purpose of KN chain pharmacy to turn a loss into a profit.The research on the marketing strategy of KN chain pharmacy in this paper will help KN pharmacy to sort out marketing resources,better adjust the direction of pharmacy marketing,seize the policy dividend of the silver market,the Internet medicine market and the prescription outflow driven by policies,and improve the profitability and market competitiveness of KN chain pharmacy.At the same time,it provides reference for similar enterprises to explore marketing problems. |
