摘要
摘要
在“互联网+”的发展环境下，国家医改政策频繁推出，使得我国药品零售
企业数量急剧增加，从而药品零售企业之间竞争越发激烈。在医改政策的推动
下药品零售企业连锁化逐步上升，出现了“大鱼吃小鱼，小鱼吃虾米”的情况，
大型药品零售连锁企业疯狂并购中小型药品零售企业，提前为未来国内药品零
售市场布局。在竞争激烈的药品零售行业环境下，中小型药品零售企业应该制
定可持续发展战略，结合国家政策进行差异化经营，抓住外部环境机会，加强
自身优势来应对市场的变化和大型药企的威胁。因此，中小型药品零售企业要
应对当下被并购风险或关门歇业的问题，发展战略研究具有重要的意义。
本文通过查阅总结国内外药品零售企业发展战略研究以及电子商务应用于
药品零售行业的研究，发现中小型药品零售企业在明确实际定位和企业战略选
择上存在局限性。因此，本文以 XY大药房为研究对象，首先了解 XY大药房的
基础情况，药房在产品服务、销售渠道、客户、业务、财务五个方面的发展现
状与存在问题；其次运用 PEST、波特五力分析模型分析案例的外部宏观环境和
行业竞争环境，使用 SWOT工具结合企业现状进一步分析案例内部的优劣势与
外部环境的机会与威胁，分析得到 XY大药房的 SWOT战略匹配；最后使用AHP
分析法，将定性与定量相结合确定指标体系，计算指标权重与内外部因素的力
度，构建四象限坐标，确定 XY大药房属于开拓型 SO战略区，应该采取实力型
战略，实施积极的战略措施。
根据 XY大药房存在的问题以及选择的发展战略，本文提出增加附加服务提
升企业价值、自建线上渠道链接用户、构建 O2O运营体系、建立基本的业务流
程规范的实施建议，并加强组织、人力资源、技术、财务等方面的战略实施保
障。通过 XY大药房发展战略研究为其他中小型药品零售企业制定发展战略提供
可参考的案例。
关键字：药品零售；O2O模式；层次分析法；发展战略
I
Abstract
Abstract
.
Under the development environment of ' Internet + ', the frequent introduction of
national medical reform policies has led to a sharp increase in the number of
pharmaceutical retail enterprises in China, which has led to increasingly fierce
competition among pharmaceutical retail enterprises. Under the impetus of the
medical reform policy, the chain of drug retail enterprises has gradually increased,
and the situation of ' big fish eating small fish, small fish eating shrimp ' has emerged.
Large drug retail chain enterprises have frantically acquired small and medium-sized
drug retail enterprises, ahead of schedule for the future domestic drug retail market
layout. In the fierce competition in the pharmaceutical retail industry environment,
smallandmedium-sizedpharmaceuticalretailenterprisesshouldformulate
sustainable development strategies, combined with national policy for differentiated
management, seize the external environment opportunities, and strengthen their
advantages to cope with market changes and the threat of large pharmaceutical
enterprises. Therefore, the development of strategic research is of great significance
for small and medium-sized pharmaceutical retail enterprises to deal with the current
risk of mergers and acquisitions or business closures.
By reviewing and summarizing the research on the development strategy of
pharmaceutical retailenterprises at homeand abroadand the applicationof
e-commerce in the pharmaceutical retail industry, this paper finds that small and
medium-sized pharmaceutical retail enterprises have limitations in defining actual
positioning and corporate strategic choices. Therefore, this paper takes XY pharmacy
as the research object. Firstly, it understands the basic situation of XY pharmacy, the
development status, and existing problems of pharmacy in five aspects: product
service, sales channel, customer relationship, business process, and finance. Secondly,
PEST and Porter’ s five-force analysis model are used to analyze the external macro
environment and industry competition environment of the case. SWOT tool is used to
further analyze the advantages and disadvantages of the case and the opportunities
and threats of the external environment in combination with the current situation of
the enterprise, and the SWOT strategy matching of XY pharmacy is analyzed. Finally,
the AHP analysis method is used to determine the index system by combining
qualitative and quantitative analysis, calculate the index weight and the strength of
II
Abstract
internal and external factors, construct four quadrant coordinates, and determine that
XY pharmacy belongs to the pioneering SO strategic area. It should adopt the
strength strategy and implement positive strategic measures.
According to the problems existing in XY pharmacy and the development
strategy of choice, this paper puts forward the implementation suggestions of adding
additional services to enhance enterprise value, self-built online channel link users,
constructing an O2O operation system, establishing basic business process norms,
and strengthening the strategic implementation guarantee of organization, human
resources, technology, and finance. The research on the development strategy of XY
pharmacy provides a reference case for other small and medium-sized pharmaceutical
retail enterprises to formulate development strategies.
Keywords:Pharmaceutical retail;O2O mode ;AHP;Development strategy
III