Business scope of retail pharmacies
Retail pharmacies are divided into three levels, with different business types. First-tier retail enterprises can handle over-the-counter drugs, second-tier retail enterprises can handle over-the-counter drugs, prescription drugs (except prohibited and restricted drugs) and Chinese herbal pieces, and third-tier retail enterprises can handle over-the-counter drugs, prescription drugs (except prohibited drugs) and Chinese herbal pieces. Chinese herbal pieces, Chinese patent medicines, chemical preparations, antibiotics, biochemical drugs and biological products (except vaccines) are generally acceptable.
Management strategy of retail pharmacies
1 Concept and classification of marketing strategy
The concept of 1 and the marketing strategy of 1
Marketing strategy is the overall design and planning of enterprise growth and development, which consists of two interrelated parts: the first part is the selection of target market and the determination of marketing objectives; The second part is the marketing strategy to achieve the goal. Marketing strategy is not a goal, but a consistent marketing direction. Once established, it cannot be easily changed and should run through all marketing activities of enterprises.
The purpose of marketing strategy is to mobilize the resources of enterprises to dominate the marketing tactics, and bring all the resources of enterprises into a unified strategic track, which is helpful to maximize the efficiency of enterprise marketing tactics and is not bound by established goals.
1 2 classification of marketing strategies
Marketing strategies can be divided into four categories. The first category is flank strategy, which means that enterprises avoid the leading market of industry leaders and launch from the flank? Surprise attack? , the strategy of occupying the blank market; The second category is guerrilla strategy, which refers to the strategy that small-scale enterprises choose a market part that is sufficient for defense, while other enterprises are difficult or unwilling to attack; The third category is defense strategy, which refers to the strategy adopted by industry leaders in order to maintain their market share, constantly improve themselves and prevent other enterprises from attacking; The fourth category is offensive strategy, which refers to the strategy adopted by large enterprises by analyzing the strength of industry leaders, choosing the weaknesses of industry leaders, or launching attacks on short fronts.
2 the formulation and implementation of marketing strategy
2 1 marketing strategy formulation
2 1 1 Select marketing objectives: Enterprises should look for favorable opportunities to give full play to their advantages according to their own capabilities and analysis of the marketing environment. Marketing environment includes two parts: micro-environment participants include enterprises themselves, suppliers, customers, competitors and the public, and macro-environment includes population environment, economic environment, natural environment, technical factors, political and legal factors and social and cultural factors. Through the analysis and evaluation of the marketing environment, enterprises make countermeasures and choose marketing objectives.
2 12 determine marketing tactics: tactics are creativity and a competitive psychological attack angle [2]. The marketing tactics chosen must have some uniqueness or advantages in the whole market competition, and must also be aimed at the psychological attack point of consumers, that is, to maintain an offensive position in the minds of consumers that can effectively implement the enterprise marketing plan.
2 13 Formulate marketing strategy: transform marketing tactics with competitive advantages into marketing strategies, and strive to integrate marketing tactics with enterprise organizations to become the main marketing strategy concept of enterprises, and ensure the sustainability of such activities. In addition, the focus of the strategy is to change the internal factors of the enterprise, rather than trying to change the external environment of the enterprise.
When formulating strategies, we should follow the principles of consistency and singleness, that is, in the process of transforming marketing tactics into marketing strategies, we should ensure a consistent marketing policy, start from the weakest points of our opponents, concentrate on a single and powerful sales action, and eliminate marketing strategies that are difficult to implement and have poor results.
2 2 the implementation of marketing strategy
Once the marketing strategy of an enterprise is determined, it should start to make marketing plans and choose effective methods to implement them. However, the market is not static. Enterprises should analyze the hidden thoughts and concepts in people's minds, actively and skillfully use them, and make appropriate adjustments to marketing strategies.
3 drug retail chain marketing strategy
Drug retail chain enterprises refer to retail enterprises that operate similar drugs, use multiple stores with unified names, and adopt unified distribution, unified quality standards, separation of purchase and sale, and large-scale management organization under the management of the same headquarters [4]. Drug retail chain enterprises can adopt corresponding marketing strategies according to their own scale and strength.
Application of 3 1 flank strategy
The biggest competitor of drug retail chain enterprises is hospital pharmacy. For a long time, people have formed? Go to the hospital to see a doctor and get medicine at the hospital pharmacy? Thinking mode, I am not used to retail pharmacies to make prescriptions, and only when I suffer from minor illnesses will I give priority to buying drugs directly from retail pharmacies. As an advanced retail pharmacy, drug retail chain enterprises can give full play to their own advantages and adopt a flanking strategy to attract potential consumers of hospital pharmacies to buy drugs in chain pharmacies, thus increasing the market share of drug terminals.
3 1 1 Low-cost flank strategy: The highest retail price is generally adopted in hospital pharmacies in China, which is determined by the limited number of imported drugs and the monopoly position of the industry. However, drug retail chain enterprises have the characteristics of large-scale operation and can purchase drugs in batches at lower prices. On the premise of ensuring profitability, they can adopt cost-oriented method and demand-oriented method to set the sales price of drugs lower than that of hospital pharmacies.
3 12: It is understood that some small-scale drug wholesale sites in China also provide people with small-scale wholesale drug services. Because hospital pharmacies have restrictions on taking drugs by prescription, and the dosage of prescriptions is generally only a few days, some patients with chronic diseases or long treatment cycles tend to buy the needed drugs at wholesale outlets for economic reasons. However, article 12 of China's Measures for the Supervision and Administration of Drug Circulation stipulates that drug wholesale enterprises shall not engage in drug retail business without approval; Drug retail units shall not engage in drug wholesale business. Obviously, the behavior of these drug wholesale websites is illegal and will be banned sooner or later. Drug retail chain enterprises can give preferential prices to old customers who buy the same drug continuously by establishing old customer files, and formulate preferential quantity grades and price standards.
3 13 Diversification Strategy: Hospital pharmacies only supply medicines and some health care products. Drug retail chain enterprises can deal in goods other than drugs, such as food, health care products, beauty cosmetics, leisure and entertainment products, household items and so on. , you can also carry out other business. For example, Shenzhen Neptune Star Chain Pharmacy opened a pharmacy that operated color expansion business. Diversification can not only meet the diversified needs of consumers, but also find new economic growth points and maintain the survival and development of enterprises.
32 the application of guerrilla strategy
Hospital pharmacies in China have a fixed consumer group, while large pharmaceutical retail chain enterprises have financial advantages. Therefore, small and medium-sized pharmaceutical retail chain enterprises can adopt guerrilla strategy to avoid fierce competition and open up their own market space.
32 1 regional guerrilla strategy: hospitals in China are generally located in cities and towns, and the chain stores of large pharmaceutical retail chain enterprises are mostly concentrated in prosperous urban areas, while there are almost no hospitals in rural areas, especially in remote mountainous areas, only health stations, and large pharmaceutical retail chain enterprises rarely set foot in them. Due to limited funds, small and medium-sized pharmaceutical retail chain enterprises can avoid urban areas with high operating costs and give full play to their advantages of small scale and flexible operation to open chain pharmacies in rural areas. For example, Guangdong Baikang Chain Pharmacy, a private enterprise established in September 2000, is based in rural areas and has opened more than 40 stores in the rural hinterland of the village level, and has achieved gratifying sales results [5].
The strategy of establishing allies: small and medium-sized pharmaceutical retail chain enterprises can form regional guerrilla allies with complementary advantages. Reduce the purchase price of drugs through joint bidding and purchase, and formulate a unified retail price of drugs; Enjoy the drug resources in the distribution center to ensure that the drug business is complete. Only in this way can the market share and profit level of small and medium-sized pharmaceutical retail chain enterprises be improved.
3 3 Application of Defense Strategy
In order to maintain the leading position, large-scale pharmaceutical retail chain enterprises must constantly expand their business scale, improve their management level by using advanced technology, and take effective measures to prevent threatening attacks from other competitors.
33 1 integrated development defense strategy: large pharmaceutical retail chain enterprises can adopt backward integration strategy. ? Backward? Refers to the enterprise's drug supply system: backward integration? Refers to the merger of pharmaceutical wholesale enterprises, making them become their own distribution centers, shortening drug distribution channels and effectively controlling drug purchase and sale costs. In particular, large-scale drug retail chain enterprises operating across regions can merge drug wholesale enterprises at city and county levels across regions and reorganize them into their regional drug distribution centers.
Enterprises can also adopt forward integration strategy. ? Forward? Refers to the drug sales system of enterprises: forward integration? It refers to bringing small independent pharmacies into their own chain system through acquisition, merger, franchising, joining, etc., and conducting unified management, including drug distribution, personnel training, financial control, etc., in order to improve the chain scale of enterprises and realize the rapid expansion of brand intangible assets.
Enterprises can also adopt a horizontal integration strategy. ? Level? Refers to the same type of enterprise:? Horizontal integration? It refers to the merger with other pharmaceutical chain enterprises with special advantages in the form of holding and cooperation to increase market share and operating profit. For example, large-scale pharmaceutical retail chain enterprises with western medicine as the mainstay can join hands with chain enterprises with the advantages of operating traditional Chinese medicine or health care products to improve their market competitiveness.
332 Logistics Informatization managerial entrenchment Strategy: Logistics refers to the physical circulation of goods, including transportation, loading and unloading, storage, storage and distribution, which reflects the changes in the time and space of goods and is the key factor for enterprises to expand sales, reduce costs and gain competitive advantages. For drug retail chain enterprises, timely and appropriate drug storage can create conditions for enterprises to purchase in bulk; Timely and accurate drug distribution can maintain the normal business order of enterprises. With the development of information technology, large pharmaceutical retail chain enterprises can carry out information management of logistics. Microcomputer management of drug bar code can control the purchase, distribution and sales of drugs through microcomputer, and automatically convert the data of drugs sold in branches into supply information. The distribution center makes distribution plans according to the supply information of branches, and then the headquarters makes drug purchase plans according to the drug inventory of the distribution center. Logistics information management can effectively improve the operational efficiency and capital utilization level of enterprises.
Brand defense strategy: large-scale pharmaceutical retail chain enterprises can make use of the advantages of scale operation and existing corporate reputation to give their own unique brands to the drugs they sell, put anti-counterfeiting labels with corporate logos on the drug packaging, and promise consumers the quality of the drugs they sell. Employees should also wear badges with corporate logo and technical titles. Brand defense strategy is not only conducive to the advertising of enterprises, but also can improve the visibility of enterprises, consolidate the leading position of enterprises, and effectively enhance consumers' trust and loyalty to enterprises.
334 advertising defense strategy: hospital pharmacies are attached to hospitals, so it is difficult to put advertisements alone. Large pharmaceutical retail chain enterprises can use their own financial advantages to carry out various corporate image publicity activities to improve their visibility and thus improve their economic benefits. Enterprises can carry out various forms of public welfare activities, such as raising money in various names, sending medicines to the countryside and other public welfare activities, and publicize the activities in the form of news reports such as radio and newspapers. Enterprises can choose TV, radio, newspapers, street signs, neon lights, light boxes, windows, bus bodies and other media to coordinate and publicize corporate image. Through advertising, we can effectively consolidate the leading edge of enterprises in the industry and improve their market competitiveness.
3 4 Application of Offensive Strategy
34 1 single-front attack strategy: some pharmaceutical retail chain enterprises with distinct varieties can give full play to their unique advantages and occupy territory in specific fields. Time-honored pharmacies, which mainly deal in traditional Chinese medicine, can make use of their advantages in ethnic medicine industry, concentrate on exploring domestic and foreign markets, and strive to improve economic benefits. For example, Beijing Tongrentang, Hangzhou Huqingyutang and Li set up Chinese herbal medicine counters in Hangzhou shopping malls, which achieved good publicity results; Jilin Pharmacy took the historic first step to open up the international market, and signed a contract with the American World Aibo Pharmaceutical Group to open a chain store of Jilin Pharmacy in the United States. It is planned to open two chain stores in California, USA, mainly dealing in rare Chinese herbal medicines in Changbai Mountain, Jilin Province, and China medicines and health products that meet the FDA standards.
342 weak link attack strategy: drug retail chain enterprises can make use of the characteristics of commercial operation, give full play to the advantages of providing a variety of characteristic services, and carry out service business that is inconvenient for hospital pharmacies. First, to sell drugs in various ways to maximize the convenience of consumers, and to carry out express delivery services and postal drug services such as appointment purchase, telephone purchase, free door-to-door delivery; Second, set up a consulting service desk, where licensed pharmacists provide consulting services to consumers. In addition, licensed pharmacists should also inspect stores and actively guide consumers to purchase drugs; Third, set up a consultation service telephone, communicate with consumers regularly, ask about the effect of medication, collect information on adverse reactions, correct bad medication habits, and improve consumer loyalty; Fourth, carry out regular publicity activities on safe drug use, introduce the drug knowledge of various common diseases in stages, and distribute brochures; Fifth, set up a reading area for medical books and periodicals, and set up facilities such as water dispensers and massagers; Sixth, implement the out-of-stock registration system, invite consumers to be supervisors, set up suggestion boxes and complaint telephones; Seventh, buy some equipment, such as electronic dispensing cabinet, Chinese medicine decocting machine, etc., to quickly and accurately dispense medicines for consumers and decoct medicines for free, so as to ensure the quality of the medicines sold. You can also set up a lamp inspection box to conduct a full inspection of the injected drugs before leaving the factory to ensure the injection quality.