近年来，我国医疗卫生体制改革不断深入，引发了人们对健康服务的强烈需求，进而带动了药品零售行业的快速增长，零售药店的数量逐年上升。然而，新医改政策中基本药物零差率销售等措施的推出，以及网上药房的兴起，给零售药店的发展带来了前所未有的冲击。价格优势的降低、药学服务的不足以及低水平的竞争等因素，迫使零售连锁药店必须应对复杂的外部环境和激烈的市场竞争，寻求有效的路径和方法来完善营销策略，提升市场竞争力。ZJJ连锁药店在药品零售领域经过多年的发展已成为佼佼者。在国内竞争激烈的市场中，ZJJ连锁药店如何顺应时代发展特性，适应市场发展环境，拓展新的销售渠道，发展新的利润增长点意义重大，直接关系到企业的生存和发展。树立先进的营销理念并采取切实可行的营销策略对于提高企业的市场竞争力至关重要。

本文以市场营销理论为指导，综合运用课程中所学的多学科知识，借鉴宏观和微观经济学、市场细分和市场定位等知识，旨在探讨如何将这些理论知识运用到实际营销策略中，从而提升企业的竞争力。首先通过文献分析法查阅收集药品零售连锁药店近年相关行业数据，进行梳理总结。基于问卷调查，以 6Ps 营销理论为基础，对ZJJ连锁药店营销策略存在的问题分析，发现药店在产品信息、价格制定、渠道选择、促销方式、公益活动、相关政策法规等方面存在的问题及原因。然后对ZJJ连锁药店的政策、经济、社会、技术进行PEST分析。结合我国近年来医药卫生领域相关政策法规，应用STP分析理论进行研究，探索企业营销新亮点，从而有针对性地提出ZJJ连锁药店的营销策略，提升企业的盈利能力，为企业进一步提高市场占有率提供有力决策参考。为了确保营销策略的有效实施，本文还提出了风险加强企业文化建设、提升营销人员综合能力、加强企业品牌管理、推动药品服务向健康服务转变、推动线下经营向线上营销转移等控制措施，优化资源配置，保证策略的效果。

In recent years, the continuous deepening of China's healthcare system reform has triggered a strong demand for health services, which has driven the rapid growth of the pharmaceutical retail industry, and the number of retail pharmacies has been increasing year by year. However, the introduction of measures such as zero margin sales of essential drugs in the new healthcare reform policy and the rise of online pharmacies have brought unprecedented impacts to the development of retail pharmacies. The reduction of price advantage, insufficient pharmaceutical services, and low-level competition have forced retail chain pharmacies to cope with complex external environments and fierce market competition, seeking effective paths and methods to improve marketing strategies and enhance market competitiveness. ZJJ chain pharmacies have become outstanding in the field of drug retail after years of development. In the fiercely competitive domestic market, how ZJJ chain pharmacies adapt to the characteristics of the times, adapt to the market development environment, expand new sales channels, and develop new profit growth points is of great significance, directly related to the survival and development of enterprises. Establishing advanced marketing concepts and adopting practical and feasible marketing strategies is crucial for improving the market competitiveness of enterprises.

This article is guided by marketing theory and comprehensively applies the multidisciplinary knowledge learned in the course, drawing on macro and microeconomics, market segmentation, and market positioning knowledge. The aim is to explore how to apply this theoretical knowledge to practical marketing strategies, thereby enhancing the competitiveness of enterprises. Firstly, through literature analysis, relevant industry data of drug retail chain pharmacies in recent years were collected and summarized. Based on a questionnaire survey and the 6Ps marketing theory, this paper analyzes the problems in the marketing strategy of ZJJ chain pharmacies and identifies the problems and reasons in product information, pricing, channel selection, promotion methods, public welfare activities, relevant policies and regulations. Then conduct PEST analysis on the policies, economy, society, and technology of ZJJ chain pharmacies. Based on the relevant policies and regulations in the field of medicine and health in recent years in China, STP analysis theory is applied to conduct research and explore new highlights of enterprise marketing. In this way, targeted marketing strategies for ZJJ chain pharmacies are proposed to enhance the profitability of enterprises and provide strong decision-making references for enterprises to further increase market share. In order to ensure the effective implementation of marketing strategies, this article also proposes control measures such as strengthening corporate culture construction, enhancing the comprehensive ability of marketing personnel, strengthening corporate brand management, promoting the transformation of drug services to health services, and promoting the transfer of offline operations to online marketing, optimizing resource allocation, and ensuring the effectiveness of the strategy.

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