A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
(Master of Business Adminstration)
Research on the marketing strategy of D chain
drugstore under the background of new retail
Candidate: Chen Guozhen
Supervisor: Prof. Hou Rui
May 2022
School of Mangerment
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510006

摘要
摘要
在社会居民越发追求美好健康生活的需求稳步提升及老年人群体占比逐步 增
加的时代大背景下，消费者越发增加在医疗问诊及药品服务方面的投入，更加注重
药品质量及医疗服务质量，但医疗资源始终是稀缺资源，在需求缺口的刺激下，越
来越多的连锁药店逐步走向多元化发展的路线，不再满足过往利用药差价盈利的旧
模式，而是结合新的消费需求不断增加新的服务。与此同时，在新医改大背景下，
将会有越来越多的专业用药需求从院内市场往零售药店转移，处方外流带来巨大的
客流及用药量，与之对应的是社会连锁药店能否匹配跟医院药房同价同质的药品及
服务，如何更好的承接这类对专业服务有要求的药品需求是各家连锁药店差异化经
营的必经之路。在互联网时代，传统的连锁药店也面临新业态的冲击，特别是在新
冠疫情的推动下，越来越多的患者尝试选择了线上健康咨询 +送药，足不出户就完
成了线上问诊 +购药的闭环操作，该模式对年轻的用户群体而言有极强的依赖性，
如何更好的利用互联网 +药店的新零售模式，增强连锁药店的盈利能力及留存客户，
也是连锁药店急需解决的问题。
危与机并存，在新的机遇与行业风险面前，连锁药店将如何保持可持续的发
展动力，如何面对市场的变化、消费者的需求多样性及行业监管的压力将是药店经
营者重点考虑的问题。本论文以 D连锁药店为例，通过分析美国跟日本连锁药店发
展的成功要素，并结合我国当前的医保政策，通过外内部环境分析及 SWOT分析
等分析方法及工具，对 D连锁药店现有营销策略赋能新零售策略，建议 D连锁药
店采取全渠道策略、产品策略、服务营销策略及构建新零售门店及会员管理系统，
提升整体专业化服务能力，多渠道满足消费者的多样性需求，提升消费者服务满意
度，通过新零售营销策略并逐步提高竞争力与行业壁垒，线上线下相融互补，打造
连锁药店经营新业态。
关键词：D连锁药店；全渠道；新零售；营销策略
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广东工业大学硕士专业学位论文
ABSTRACT
With the aging of the population and the steady improvement of residents' health
awareness, consumers are increasing their investment in medical consultation and drug
service, paying more attention to the quality of drugs and medical services. However,
medical resources are always scarce resources. Stimulated by the demand gap, more
and more chain pharmacies are gradually moving towards diversified development.
Instead of meeting the old profit model of using drug price difference in the past, new
services are constantly added in combination with new consumer demand. At the same
time, under the background of the new medical reform, more and more professional
drug demand will be transferred from the hospital market to retail pharmacies, and the
outflow of prescription will bring huge passenger flow and drug consumption.
Correspondingly, whether social chain pharmacies can match drugs and services with
the same price and homogeneity as hospital pharmacies, and how to better meet the
demand for such drugs with professional services is the only way for different chain
pharmacies to operate differently. In the Internet age, traditional chain pharmacies are
also facing the impact of new formats, especially driven by the COVID -19 epidemic.
More and more patients try to choose online health consultation+drug delivery, and
complete the closed-loop operation of online consultation+drug purchase without
leaving home. This mode is highly dependent on young users. How to make better use
of the new retail mode of internet plus pharmacies, enhance the profitability of chain
pharmacies and retain customers is also an urgent problem for chain pharmacies.
Danger and opportunity coexist. At present, the development of chain pharmacies
is facing great opportunities and challenges. How to face the changes of the market,
the diversity of consumers' demands and the pressure of industry supervision will be
the key consideration of drugstore operators. In this thesis, taking D drugstore chain
as an example, by analyzing the successful factors of drugstore chain development in
the United States and Japan, combined with the current medical insurance policy in
China, Through the analysis methods and tools such as external and internal
environment analysis and SWOT analysis, the existing mark eting strategies of D-chain
drugstores are empowered with new retail strategies. It is suggested that D-chain
drugstores should adopt omni-channel strategies, diversified marketing strategies,
chronic disease management services and optimized member manage ment, carry out
precise marketing, improve the overall professional service ability, and meet the
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