中国医药零售行业的发展经历了不同的阶段，已经形成了单体、连锁、国有、上 市公司等多种经营性质共存的市场状况。在当前医药零售行业，以低价和多元化的经 营策略，能否保持企业的竞争力；新医改的形式下，医药零售企业能否适应政策的需 求；新零售形式下，随着电商对线下零售药房的冲击作用，零售药店如何应对新的竞 争形势；面对这些政策和行业层面的问题，医药零售企业的经营策略该如何调整，才 能在医药零售行业内保持竞争优势，这是本文要研究的主要内容。本文将基于服务场 景理论，借助“刺激-机体-反应”模型，建立具备竞争优势的服务场景，形成品牌差 异化，增强顾客消费的粘性。 本论文以 E 公司为例，首先分析了医药零售行业的相关因素，对医药零售企业发 展的约束与促进作用，通过对 E 公司经营状况的分析，发现 E 公司在经营状况中存 在的问题，结合经营策略对现有的问题进行分析，找出这些问题的主要原因。结合国 家政策及法律法规的要求，借鉴发达国家医药零售企业的经验，找出解决问题的方法。 通过门店多服务场景的经营策略，形成 E 公司的行业差异化，可以使得 E 公司避开 低价的竞争。处方药服务场景，通过 DTP 专业药房，承接院内处方的外流任务；慢 病管理服务场景，为慢病患者建立病历档案，提供用药咨询，进行长程销售管理（售 前、售中、售后）、顾客健康长效服务、长期顾客忠诚度管理；诊疗服务场景，建立 药店门诊或者远程问诊平台，为小病的患者提供初步的诊断及治疗服务；O2O 服务 场景，扩展电商服务平台的功能，打造 O2O 服务闭环，为客户提供便利，增强客户 粘性；保险支付服务场景，积极申请医保支付资格，同时积极探索商业健康险支付业 务。通过这些经营策略的调整，使得 E 公司的经营模式，由传统的药品零售商转变到 健康服务商，实现 E 公司的品牌差异化的经营模式。 关键词，服务场景；差异化；药学服务III Abstract The development of China's pharmaceutical retailing industry has gone through different stages. Up till now, there have been some market conditions in which multiple operating entities such as monomer, chain, state-owned and listed companies coexist. In current pharmaceutical retail industry, the low-cost and diversified business strategy whether can maintain the competitiveness of enterprises; in the form of new medical reforms, how can pharmaceutical retail companies adapt to the needs of policies; under the new retail form, with the impact of e-commerce on offline retail pharmacies, retail pharmacies will respond to new competition situations; faced with these policies and industry-level issues, how to adjust the strategic planning and business strategies of pharmaceutical retail companies so as to maintain a competitive advantage in the pharmaceutical retail industry. This is the main content of this article. This article will be based on the Servicescape theory, using the stimulus-organism-response model, to establish Servicescape with competitive advantages, to form a brand differentiation, and enhance the viscosity of customer spending behavior. Taking E company as an example, this thesis firstly analyzes the related factors of the pharmaceutical retail industry and the restrictions and promotions to the development of the pharmaceutical retail business. Through the analysis of the business status of E Company, I found out the problems existing in the E Company management. Combine the business strategy to analyze the existing problems and find out the main reasons for these problems. Combining the requirements of national policies and laws and regulations, we draw on the experience of pharmaceutical retailers in developed countries and find ways to solve the problems. By multi-Servicescape business strategy, the formation of the E company's industry differentiation, which can make E company to avoid low-cost competition. Prescription Medicine Servicescape: through the DTP professional pharmacies to undertake the tasks of prescription out from hospital; Chronic Disease Management Servicescape: Establishing medical record for chronic patients, providing consultation on medication, long-distance sales management (pre-sale, sale and after sale), long-term customer service and long-term customer loyalty management; Diagnosis andIV treatment Servicescape: Establishing a pharmacy clinic or remote inquiry platform to provide primary diagnosis and treatment services to patients with minor illnesses; O2O Servicescape: Expand the capabilities of e-commerce service platform to create a O2O closed-loop service, provide customers with convenience and enhance customer stickiness ； Insurance payment Servicescape: Actively apply for Medicare payment qualifications, while actively exploring commercial health insurance payment business. Through the adjustment of these business strategies, E company's business model would transform from traditional drug retailer to health service providers in order to achieve E company’s brand differentiation business model. Keywords，Servicescape; Differentiation; Pharmaceutical Care目录 致谢........................................................................................................................................1 摘要.......................................................................................................................................II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 选题的背景及意义......................................................................................................1 1.1.1 选题背景 ...............................................................................................................1 1.1.2 研究意义 ...............................................................................................................2 1.2 国内外文献综述..........................................................................................................3 1.2.1 国内文献综述 ......................................................................................................3 1.2.2 国外文献综述 ......................................................................................................5 1.2.3 研究现状和评述 ..................................................................................................7 1.3 研究方法和研究内容.................................................................................................8 1.3.1 研究方法 ..............................................................................................................8 1.3.2 研究的内容 ..........................................................................................................8 第 2 章 相关理论研究..........................................................................................................9 2.1 服务场景理论概述.....................................................................................................9 2.1.1 整体环境 ..............................................................................................................9 2.1.2 内部反应调节器 ..................................................................................................9 2.1.3 对环境的内部反应 ............................................................................................10 2.1.4 对环境的行为反应 ............................................................................................10 2.2 差异化理论概述........................................................................................................10 2.2.1 服务差异化理论 .................................................................................................11 2.2.2 品牌差异化理论 ................................................................................................11 第 3 章 E 公司外部经营环境分析....................................................................................13 3.1 E 公司背景介绍 ........................................................................................................13 3.2 E 公司外部环境因素分析—PEST 分析模型 ..........................................................143.2.1 政治环境因素 ......