Under The New Medical Insurance Policy Research On Marketing Strategy Of GY Grand Pharmacy Chain Co.,Ltd

Since 2018,with the establishment of medical security departments at all levels,various reform measures have been accelerated,such as the centralized purchase of medical products,the reform of individual medical insurance accounts,and the "double channel" of drugs,and the medical insurance industry and the medical and health industry have entered a new stage.Epitomizing the scale effect and brand influence,pharmaceutical retail chain enterprises,as a major sales hub for drugs,are confronted with unprecedented possibilities and difficulties in the intense market rivalry.In addition,under the influence of the COVID-19,the survival pressure of individual retail pharmacies and small and medium-sized chain enterprises continues to increase,which will further accelerate the chain concentration of the pharmaceutical retail industry.This thesis expounds the core concepts and basic theories of the new medical insurance policy,chain drugstores,marketing strategy,4P marketing theory,etc.We chose G pharmaceutical retail chain enterprises as the research object to assess their marketing strategies from four perspectives: product,cost,channel,and promotion,all at the same time.We used a questionnaire to investigate the existing problems in their marketing.In order to deeply understand its competitive environment,through PEST research method and SWOT research method,through the research of the overall environment faced,the new medical insurance policy in Handan,and other contents,comprehensively analyze its existing advantages,disadvantages,opportunities,and potential threats,so as to determine the marketing strategy adopted by G pharmaceutical retail chain enterprises under the new medical insurance policy.G pharmaceutical retail chain enterprises currently face difficulties with product structure,service marketing,human resources,and other facets,which are also common issues for other companies in the sector.To address these issues effectively,specific proposals have been proposed regarding product type structure,pharmaceutical services,medical insurance policies,sales channels,etc.,which is of great significance for G pharmaceutical retail chain enterprises to adapt to the policy and market environment,and to promote the stability and development of enterprises.