Study On Optimization Of Digital Marketing Strategy Of H Drug Retail Company

After 20 years of rapid development,China ’s pharmaceutical industry,pharmaceutical wholesale and pharmaceutical retail industry have increased significantly,and the people ’s demand for medication has been greatly satisfied.After2015,with the loosening of the state ’s Internet drug sales policy,the development of pharmaceutical e-commerce has shown a trend of blowout development.Especially during the three years of the new coronavirus epidemic,the education and training of patients ’ online drug purchase behavior by pharmaceutical e-commerce platforms has prompted more and more people to believe and use the network for drug purchase.Traditional offline small and medium-sized chain pharmacies face the dilemma of high rent,high personnel cost,small service radius and low traffic.The chain pharmacies that have transformed online marketing are facing a price war,high cost of drainage and distribution,and no profit in sales.How to optimize digital marketing,build a digital marketing system in line with small and medium-sized chain pharmacies,increase traffic,reduce costs and increase efficiency,is the thinking and urgent need of various chain enterprises.This thesis takes the optimization of digital marketing strategy of H pharmaceutical retail company as the research object.Firstly,the research background and significance of this thesis are introduced,and the main content and technical route of this thesis are expounded.Secondly,it lists the related concepts of pharmaceutical e-commerce,7P of service marketing mix,PEST analysis model,Porter ’s five-force model,STP analysis and other theoretical tools used in this study,and analyzes the research status of domestic and foreign researchers in this field through literature review.Then,from the seven aspects of product,price,channel,promotion,personnel,tangible display and service process,this thesis analyzes the current situation and problems of digital marketing of H pharmaceutical retail company,and uses PEST analysis model,Porter ’s five forces model and STP analysis to analyze the current market environment.aiming at the current marketing situation and problems of H pharmaceutical retail company,combined with the current market environment,the use of service marketing 7P tools,from the product,price,channel,promotion,personnel,tangible display,service process of these seven aspects were optimized one by one.Finally,it provides support and guarantee for the optimization of digital marketing strategy from four aspects : culture,organization,personnel and capital,It is believed that the optimization of digital marketing strategy of H pharmaceutical retail company should do the following :(1)Product aspect : adjust the structure of online and offline varieties and increase the proportion of non-pharmaceutical products.(2)Price : Price setting methods need to be flexible.(3)Channel : establish a unified database of the company to achieve omni-channel marketing.(4)Promotion : Using AIPL model to expose products and stores,increase consumer interest,promote consumer purchase conversion rate,and cultivate loyal fans.(5)Personnel : Improve the training system of pharmaceutical e-commerce talents.(6)tangible display : online and offline shop decoration unified,professional,group culture efficient display.(7)Service process : to build their own Internet hospital,convenient patients online consultation,logistics and distribution in a timely and safe,warm and professional after-sales service,open up medical insurance,and actively introduce pharmaceutical supervision and medical insurance online supervision.