摘要：随着我国医药零售业新的经营业态不断涌现，我国药品零售企业以逐步由过去的单店经营向集体化、连锁化方向发展。但近年来随着药店间激烈的竞争，以及医改政策的完善，连锁药店的发展越来越艰巨，如何在这样复杂的市场环境中占有一席之地，是众连锁药店都在思考的问题。本文以海王星辰为例，从营销策略的角度分析了其问题及对策。本文首先阐述了研究背景及意义。其次对连锁药店的概念进行了解释，并对海王星辰做了简单的介绍和SWOT分析。然后从海王星辰产品策略，定价策略，分销策略，促销策略四个方面对其营销策略进行了进一步分析。最后找出海王星辰营销过程中存在的问题，并提出了相应的解决对策。对各门店进行整合，加强宣传和促销提高其客流量；对其销售范围进行缩小，提高品牌专业性；适当降低价格，增强其市场竞争力；自建培训机构，提高服务人员水平。从而为海王星辰未来的发展提供帮助，同时也给其他连锁药店起借鉴作用。

关键词：海王星辰；营销策略；问题；对策

Abstract:With the continuous emerging of new business statuses in China’s pharmaceutical retail, pharmaceutical retail enterprises in China have been developing in the direction of collectivization and chain instead of the previous single-store operation. However, with more and more fierce competition between drugstores in recent years and the improvement of health care reform policies, It becomes harder and harder for chain drugstores to develop. How the drugstores can take their own place in such a complex market environment is a problem that they are always thinking about. In this paper, the author takes Nepstar as an example and analyzes its problems and gives corresponding strategies from the perspective of marketing strategies. First, the study background and significance are illustrated in this paper. Second, the concept of chain drugstore is introduced and the brief introduction to Nepstar with SWOT analysis is made. Third, the author conducts a further analysis of marketing strategies of Nepstar from four aspects---product strategy, pricing strategy, distributing strategy and promoting strategy. At last, the author finds out the problems in the marketing process of Nepstar and proposes the corresponding solutions. Integrate its stores and enhance publicity and promotion so as to improve its customer traffic; shrink its marketing range and improve the brand specialty; reduce the price appropriately to strengthen its market competitiveness; set up its own training center to improve the qualification of service personnel. Therefore, this paper will provide assistance for the future development of Nepstar, which will also serve as a reference for other chain drugstores.

Keywords: Nepstar, Marketing strategies; Problems; Solution

　　　医药连锁经营在中国出现不过短短的几年时间，但是已经呈现出良好的发展态势。我相信，只要充分利用发展机会，遵循科学的医药连锁经营框架构建思路，在中国医药流通行业全面对外开放之后，中国的连锁药店还是可以在激烈的市场竞争中取得一席之地的。