| Summary: | 碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 98 === China originally adopted a closed policy for drugs retailing. After entering WTO, China is gradually moving towards an open direction and shows a great development potential. Based on this motivation, this research focuses on the business strategy of Taiwanese drug and cosmetics chain stores to enter Guangxi Nanning, China. The research has three purposes: (1) to understand the industrial environment of drug and cosmetics chain stores in China; (2) to investigate the current business strategy of our case company, Yukon chain pharmacy system; (3) to develop the business strategy of a drug and cosmetics chain store such as Yukon to enter and operate in Nanning, Guangxi, China.
This research adopts the method of case study. We explore this industry environment in China and the business strategies of Yukon chain pharmacy system in Taiwan. Then, we develop the business strategy of drug and cosmetic chain stores to operate in Nanning, Guangxi, China. We use SWOT and Five Forces analysis to develop the business strategy. Accordingly, we get the following conclusions:
1. About the industry environment of drug and cosmetics chain stores in China: (1) There is a big opportunity in the pharmaceutical industry. (2) The pharmaceutical market consumption in China, though already big, has the potential to grow much bigger. (3) There are numerous laws and regulations in pharmaceutical retailing in China.
2. About the current business strategy of Yukon chain pharmacy system: (1) It has nine outlets operated by professional teams of pharmacists. (2) It provides comprehensive education and training for newcomers and in-service personnel. (3) It regards the consumers of “Mother and Child Products” and “Chronic prescription transfers” as the target groups. (4) It provides a wide range of products and services to meet the family needs.
3. About the business strategy of drug and cosmetics chain stores in Nanning, Guangxi, China: (1) Marketing strategies: open-shelf composite drug and cosmetics chain store business model, based on the assessment criteria of Chinese Price Bureau to carry out all kinds of promotions. (2) Operational managment strategy: establishing analysis and research groups of channel and consumer, setting up a survey group of market prices, building a complete customer database, purchasing with planning and flexibility, building a logistics center, using the mechanism of store inventory. (3) Human resources strategy: effective education and training, personnel planning, and human capacity inventory.
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