提升连锁零售药店竞争力的营销对策

Marketing Strategy of Improving the Competitive Power of Chain Retail Drugstore

为促进连锁零售药店自身竞争能力的有效提升,分析了医药电商的发展状况及其对连锁零售药店带来的影响,阐述了连锁零售药店发展中遇到的问题,如经营成本上升、医保政策改革。提出了提升连锁零售药店竞争力的可行性营销对策,即明确自身价值,合理进行市场定位,向大健康领域扩展,推动自身发展,向O2O电子商务销售模式发展。

In order to promote the effective improvement of competitive power of chain retail drugstore,the paper analyzes the development situation of medicine e-commerce and the its influence on chain retail drugstore,expounds the problems of the development of chain retail drugstore,such as increase of operating cost,and medical insurance policy reform.The paper proposes feasible marketing strategies of the competitive power of chain retail drugstores,i.e.identifying its own value,rationally making market positioning,widening the field of health,promoting its own development,and developing O2O e-commerce business sales mode.