我国的药品零售业从2000年的政策解冻开始逐渐起步发展,走过了五六年的风风雨雨,而此时的相关企业也从创业初期的“圈地跑马”、“价格大战”以及不断试验的感性状态中抽身出来,开始理性地寻找可保基业常青的秘诀。在此过程中,有的企业昙花一现,任之使尽浑身解数也无回天之力;有的企业却愈战愈勇,最终成为药品零售业的中流砥柱。在这里,我们将运用波特的五种力量模型理论来分析中国药品零售业中企业的扩张策略、盈利模式等营销战略的选择问题。 China’s pharmaceutical retailing industry started its gradual development from the policy thaw in 2000. After five or six years of ups and downs, the relevant enterprises at this time also started their business from the early days of “enclosure race” and “price war” Test out of perceptual state, began to rational search for the industry can keep the secret of the industry. In the process, some enterprises are ephemeral and do nothing to make the best use of their power. Some enterprises have become more and more courageous and eventually become the mainstay of the pharmaceutical retail industry. Here, we will use Porter’s five forces model theory to analyze the choice of marketing strategy for Chinese enterprises in the pharmaceutical retail industry, such as expansion strategy and profit model.