1. Background of the development of drug chain management

In recent years, the reform of China's pharmaceutical industry has been intensified, the circulation of drugs has been gradually liberalized, drugs have been classified and the pharmaceutical distribution market has been opened to foreign investment. These reforms and changes have brought great impact to the pharmaceutical industry, and the pattern of pharmaceutical circulation will also change greatly. However, due to the relatively backward reform of China's pharmaceutical circulation system, the pharmaceutical chain operation is still dwarfed by other industries. Although the lag of medical reform has made the pharmaceutical chain operation form a relatively backward situation, it has also brought great opportunities to the pharmaceutical chain operation.

as an advanced management mode, drug chain operation is essentially different from the traditional integrated management mode of drug commercial purchase and sale: its purchase channels and sales functions are separated, especially the intensive distribution mode, which is an important means to generate scale benefits, reduce unit product costs and enhance the competitiveness of enterprises. This centralized distribution mode will completely break the four-level wholesale system of drugs under the original planned economy system in China. With the reform of China's medical and health system, the reform and deepening of the medical insurance system for urban workers, and the growing voice of separate accounting and management of medicines, the pharmaceutical retail industry has become a new investment hotspot and social hotspot.

second, the present situation and existing problems of drug chain management

from 1995 to now, China's drug chain enterprises have rapidly developed from the initial few to more than 411, and the number of stores has increased to nearly 7811, and the scale of their enterprises is also expanding. Undoubtedly, chain pharmacies, as a sharp weapon for China's entry into WTO, have become an inevitable choice for pharmaceutical circulation enterprises. According to the statistics of relevant experts, more than 71% pharmacies will be brought into the track of pharmaceutical chain enterprises in the next 2 ~ 3 years. At the same time, the pharmaceutical chain will gradually develop into a professional form of single or several categories of pharmaceutical commodities operating various brands in the process of continuous adjustment. However, despite the rapid development of drug chain operation in China in recent years, factors such as blind chain enclosure, serious local protection and irregular internal management are increasingly becoming negative factors restricting the healthy development of drug chain operation. The main problems are summarized as follows:

1. Pay attention to the scale and form of chain, ignore the internal and standardized chain, and ignore the infrastructure of chain operation.

this is the biggest hidden danger of drug chain operation. 21% to 31% of the high gross profit of drug retail makes the drug retail industry become the strategic focus for the princes in the pharmaceutical industry. Many enterprises only care about scale and quantity, and the standardization of chain operation often only pays attention to the unity of external forms and ignores the construction of internal foundation. Many franchisees often do not have the ability to attract franchisees themselves, but instead take joining as the only means to expand the scale. At the same time, in order to strengthen their strength, franchisees often focus on pulling, lacking the examination of various conditions of franchisees, which makes franchisees mixed up. Some operators who do not have the conditions will damage their corporate image after joining, and even purchase goods from other channels at low prices, which makes drug quality supervision out of control.

2. The compartmentalization of property rights and subordination and local protectionism restrict the cross-regional development of drug chain operation.

China's original administrative supervision and management system has brought about multi-head management and interest division, resulting in compartmentalization of the pharmaceutical circulation field and serious local protectionism, which has restricted the formation of a unified market in the pharmaceutical circulation field nationwide and the expansion and development of the pharmaceutical retail industry. Chain operation requires unified procurement, unified distribution and unified management across regions, which is inherently incompatible with administrative division management.

3. The internal management level of enterprises is backward, the scale benefit is not high, and the regional differences are obvious. The main means of competition is price war.

due to historical reasons, the pharmaceutical retail industry has a weak foundation, scattered layout, no specialized, large-scale and intensive operation, and low barriers to entry. After the drug ban was lifted, the competition of chain pharmacies mainly depended on price war. At the same time, enterprises only pay attention to the expansion of scale and the increase of quantity. Many chain stores hang up the brand of headquarters, but their original single store business model is rarely improved or even copied, which simply fails to meet the unique requirements of chain stores in purchasing, advertising, logistics, image design and other aspects and the unity of internal scale. Moreover, the internal management division of labor is unclear and the coordination is unscientific, which leads to the increase of management costs and the failure to give play to the scale advantage and price advantage of chain operations.

At present, judging from the overall situation of drug chain enterprises in China, the developed cities in the south are developing faster than those in the north, especially the chain pharmacies in Shenzhen are developing rapidly and at a high level, with the representatives of Concord, Zhonglian and Neptune, each of which has its own characteristics. In the north, there are mainly some pharmacies headed by Tongrentang Pharmacy, Golden Elephant Pharmacy and Gervais Pharmacy, and the competition in the pharmaceutical retail industry is quite fierce.

3. Countermeasures for developing drug chain operation

1. The mode selection of chain operation should be appropriate.

At present, there are three popular international chain management modes: regular chain, free chain and franchise chain. In view of the large number, small scale, fierce market competition and the impact of internationally renowned enterprises in China, drug circulation enterprises should adopt the combination of formal chain and franchise to obtain the pass to enter the market first, and then gradually explore the business model suitable for them through optimization and integration.

(1) The headquarters is a time-honored and brand-name pharmaceutical circulation enterprise. Most of these enterprises are regional chain organizations. With the cancellation of regional restrictions, they gradually move towards nationalization, have rich management experience in drug chain operation, and have brand effect in drug circulation. They should adopt franchise chain mode, and at the same time pay attention to the quality of franchise stores to prevent fake chain and irregular chain.

(2) The headquarters is the original pharmaceutical wholesale enterprise. The advantage of this kind of enterprises mainly lies in the smooth channels of entering and selling. Under the traditional system, a large number of sales terminals are controlled, and pharmaceutical wholesale enterprises can take the lead in engaging in free chain mode. Enterprises are relatively loosely linked together, and use the logistics distribution of headquarters to reduce costs.

2. Establishing information management system is an effective way for pharmaceutical chain enterprises to grow and develop.

Only by making full use of computers for information management can we really improve management efficiency, reduce management costs and maximize the scale effect of expansion. Collect information through bar code and collection system, and track the dynamics of drug sales, thus improving the efficiency of logistics distribution.

3. Integrate the existing pharmaceutical chain enterprises, improve their competitiveness, and make full preparations for meeting the challenges of foreign investment.

The ultimate goal of chain operation is to achieve economies of scale. Only when it reaches a certain scale and a certain number of branches can it give full play to the logistics and distribution advantages of chain headquarters and minimize costs.

4. realize the full combination of maintaining unity and effective incentives.

it is an important manifestation of chain operation to keep the unity of storefront, advertising and logistics, and the value of chain operation lies in improving efficiency and reducing costs. Establishing an effective incentive mechanism between headquarters and branches can stimulate the enthusiasm of employees.

5. Reduce drug prices, realize small profits but quick turnover, and benefit consumers.

With the gradual liberalization of drug management in China, especially the liberalization of OTC, the chain form of drugs has reduced intermediate links, and at the same time, the massive inflow of capital has made the competition fierce, so it is an inevitable trend for the price of drugs to fall. Faced with this trend, drug chain enterprises should reduce drug prices as soon as possible to benefit consumers. Only an enterprise that regards the end customer as God is truly competitive.

6. The location of chain stores should be based on the principle of convenience.

Medicine is a commodity closely related to people's lives, and its sales should also meet people's convenience and quick needs. Drug chain stores should be located in residential areas and commercial areas as far as possible to make it convenient for people to buy.

7. Improve the medical knowledge level and professional ethics of medical salespeople.

traditionally, pharmacies are just places to sell medicines. However, with the popularization of over-the-counter drugs, people have regarded pharmacies as small hospitals, and often ask some questions related to the efficacy of drugs. Therefore, pharmaceutical chain enterprises must attach importance to and improve the medical knowledge level and professional ethics of sales staff.

IV. Chain operation of Beijing Guoda Pharmacy

1. Company profile

Beijing Guoda Pharmacy Chain Co., Ltd. has a registered capital of RMB 11 million. There are more than 311 employees, and the company implements the manager responsibility system under the leadership of the board of directors. The company consists of business department, business development department, purchasing and distribution department, quality management department, human resources department, manager's office, information department, finance department and other organizations. At present, the company has nearly 41 direct stores in Beijing. According to the company's development plan, there will be nearly 111 community health and love pharmacies all over Beijing in 2117.

Beijing Guoda Pharmacy Chain Co., Ltd. is a wholly-owned subsidiary of Sinopharm Group Pharmaceutical Co., Ltd., which is a wholly-owned subsidiary of China Pharmaceutical Group Corporation. China Pharmaceutical Group Corporation was established on October 26th, 1998. It is the largest pharmaceutical enterprise group in China, which is managed by the central government and mainly focuses on pharmaceutical research, production and service trade. It has ten wholly-owned or holding subsidiaries. In 2115, the sales revenue of drugs and medical devices was 25.7 billion yuan, and the import and export volume was 511 million US dollars.

Below Sinopharm Group Pharmaceutical Co., Ltd., there is a wholly-owned subsidiary Sinopharm Logistics Co., Ltd., which is a third-party pharmaceutical modern logistics center established in Beijing Economic and Technological Development Zone by Sinopharm in 2112 in conjunction with well-known enterprises at home and abroad, with a registered capital of 61 million yuan.

sinopharm Logistics is committed to providing third-party pharmaceutical logistics services to domestic and foreign pharmaceutical manufacturers, pharmaceutical distribution enterprises, pharmaceutical retail enterprises and pharmaceutical-related industries. The designed distribution radius is within 511 kilometers of Beijing and its surrounding areas, and the storage and distribution scale can reach RMB 21 billion.

2. The strategy of pharmacy chain in Guoda

(1) Sinopharm Group Pharmaceutical Co., Ltd. is an old state-owned pharmaceutical circulation enterprise, which has a very mature and perfect sales channel and many exclusive distribution varieties. Then, Guoda Pharmacy, as a subsidiary, can take advantage of these channels of the parent company to get exclusive varieties from the manufacturers, and with the help of the marketing of the manufacturers, it can maximize profits while minimizing costs. At the same time, resident doctors are set up in pharmacies to provide advice to customers who buy drugs.

(2) After decades of careful management, "Sinopharm" has become a brand, although its meaning is very broad and its business involves many fields. However, when people see this brand, they will unconsciously associate it with the Chinese medicine enterprises that deal in drugs, and they will have more trust than those private pharmaceutical enterprises, and psychologically win some customers first. Because the decoration color of the whole storefront of Guoda Pharmacy and the spiral sign above the gate are consistent with "National Medicine", customers will naturally combine the two. At the same time, almost all the stores of Guoda Pharmacy are located near the community, and more and more people will know the brand of "Sinopharm".

(3) In its own chain stores, Guoda Pharmacy should adjust its business varieties according to different regions and different community types. For example, in Wangjing, Beijing, it is a residential area for some people with relatively high incomes. In terms of business varieties, appropriate drugs with good curative effects and relatively high grades are added to meet the consumption needs of different income groups.

(4) The national pharmacy has more than 41 chain stores, and its scale should be continuously expanded in the future if funds permit. A certain number of branches can give full play to the distribution advantages of Sinopharm Logistics, minimize costs and win customers at relatively low prices. Only in this way can we gain an advantage in the competition with other chain pharmacies.

(5) Strengthen the training of employees in the store. So that sales staff can master basic medical knowledge and provide primary help and advice to customers.

with the liberalization of foreign capital, the competition in the pharmaceutical chain operation market will become more and more fierce, and the advantages of the chain operation model with flat organizational structure, fast circulation and cost saving will become more and more obvious. Among the many pharmaceutical chain enterprises that all adopt this model, only when they have their own advantages, that is, national pharmacies should focus on developing their own brand advantages and cost advantages, can they be invincible in the fierce market competition.

(References omitted)

(Author: China Renmin University Business School)

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For a long time, people have focused on relying on technology to ensure information security, from early encryption technology, data backup and anti-virus to firewall, intrusion detection and identity authentication in recent network environment. Manufacturers spare no effort in the research and development of safety technologies and products, and new technologies and products are constantly emerging; Consumers also believe in safety products more, and put their only budget into the procurement of safety products. But in fact, the desire to ensure information security only by technology and products is often unsatisfactory, and many complex and changeable security threats and hidden dangers cannot be eliminated by products. "Three-point technology and seven-point management", a practical experience and principle summarized in other fields, is also applicable in the field of information security. According to the statistics of relevant departments, about 52% of all computer security incidents are caused by human factors, 25% by natural disasters such as fires and floods, 11% by technical errors, 11% by people inside the organization, and only about 3% are caused by attacks from illegal people outside. Simple classification, management reasons account for more than 71%, and 95% of these security problems can be avoided through scientific information security management. Therefore, management has become an important basis for information security.

I. Current situation of information security management in China

(1) A national information security organization guarantee system has been initially established

The the State Council Information Office has set up a leading group for network and information security, which consists of the Ministry of Information Industry, the Ministry of Public Security, the State Secrecy Bureau, the National Password Management Association, the Ministry of National Security and other powerful departments, and corresponding management institutions have also been established in various provinces, municipalities and autonomous prefectures. In July, 2113, the third meeting of the State Council Informatization Leading Group discussed and adopted the Opinions on Strengthening Information Security. In September of the same year, the General Office of the Central Committee and the General Office of the State Council forwarded the Opinions of national leading group on Strengthening Information Security (document [27] in 2113). For the first time, Document 27 raised information security to the height of promoting economic development, maintaining social stability, safeguarding national security and strengthening spiritual civilization construction, and put forward the information security management policy of "active defense and comprehensive prevention".

In July 2113, the National Computer Network Emergency Technical Handling Coordination Center (CNCERT/CC for short) was established, which is responsible for collecting, summarizing, verifying and publishing authoritative emergency handling information, providing emergency handling services for important state departments, and coordinating CERT organizations across the country to handle large-scale network security incidents, make statistics on data related to computer emergency handling nationwide, put forward corresponding countermeasures according to the current situation, and cooperate with other countries and regions. At present, 31 sub-centers have been established all over the country, and 11 national-level pilot units for public Internet emergency response have been authorized to connect with each other.