| ACKNOWLEDGEMENT | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-9页 |
| LIST OF ABBREVIATIONS | 第9-17页 |
| 1 Introduction | 第17-20页 |
| 1.1 Background | 第17-18页 |
| 1.2 Research Objectives | 第18页 |
| 1.3 Research Significance | 第18-19页 |
| 1.4 Research Methods | 第19-20页 |
| 2 Literature Review | 第20-31页 |
| 2.1 Relevant Concepts | 第20-22页 |
| 2.1.1 Pharmaceutical Retail Terminal | 第20页 |
| 2.1.2 Traditional Retail Medicine | 第20-21页 |
| 2.1.3 Traditional Domestic Medicine Distribution | 第21-22页 |
| 2.2 Basic Theoretical Model | 第22-29页 |
| 2.2.1 PEST Analysis | 第22-26页 |
| 2.2.2 SWOT Analysis | 第26-29页 |
| 2.3 Domestic Medical Enterprises Study | 第29-31页 |
| 2.3.1 Domestic Model Profit Distribution Shift | 第29-30页 |
| 2.3.2 Domestic Medical Retail Enterprises Transformation | 第30-31页 |
| 3 Case Description | 第31-39页 |
| 3.1 Company Background | 第31页 |
| 3.2 Shareholders Introduction | 第31-34页 |
| 3.2.1 Guangzhou Pharmaceutical Company | 第31-32页 |
| 3.2.2 Shareholders Introduction | 第32-34页 |
| 3.3 Current Situation and Problems | 第34-39页 |
| 3.3.1 New Health Care Reform and Impact of Supporting Policies | 第34-35页 |
| 3.3.2 OTC Brand Products Channel Integration Impact | 第35页 |
| 3.3.3 Southern China Pharmaceutical Distribution Market Changes | 第35-38页 |
| 3.3.4 Guangdong Market Leading Position Intense Competition | 第38页 |
| 3.3.5 Upstream Customers Industry Chain Control | 第38-39页 |
| 4 Case Analysis | 第39-63页 |
| 4.1 PEST Analysis | 第39-50页 |
| 4.1.1 Economic Environment Analysis | 第39-41页 |
| 4.1.2 Political Environment Analysis | 第41-42页 |
| 4.1.3 Science and Technology Analysis | 第42-43页 |
| 4.1.4 Social Environment Analysis | 第43-45页 |
| 4.1.5 Chinese Pharmaceutical Industry Macro Environment Analysis | 第45-49页 |
| 4.1.6 Pharmaceutical Industry Technical Environment Analysis | 第49-50页 |
| 4.2 Development Mode Analysis between China and Western Countries | 第50-56页 |
| 4.2.1 Distribution Patterns Comparison between China and United States | 第50-52页 |
| 4.2.2 DTC Model Analysis | 第52-53页 |
| 4.2.3 Chinese Public Hospital Medicine Management Level | 第53-56页 |
| 4.3 Advanced Foreign Enterprise Experience Analysis | 第56-60页 |
| 4.3.1 Successful Experience of Combined with Medicine Store | 第56-57页 |
| 4.3.2 Medicine Store Diversified Operation Analysis | 第57-59页 |
| 4.3.3 American Retail Business Professional Service Model Analysis | 第59-60页 |
| 4.4 Company SWOT Analysis | 第60-63页 |
| 4.4.1 Strength | 第60-61页 |
| 4.4.2 Weakness | 第61页 |
| 4.4.3 Opportunity | 第61-62页 |
| 4.4.4 Threat | 第62-63页 |
| 5 Suggestions for Improvements | 第63-73页 |
| 5.1 Hospital Pharmacy Optimization | 第63-69页 |
| 5.1.1 Non Third-grade Class-A Hospital Pharmacy Management | 第63页 |
| 5.1.2 Technology Exchange for Market | 第63-64页 |
| 5.1.3 Improve Third-grade Class-A Hospital Asset portfolio | 第64页 |
| 5.1.4 Pharmacy Logistics Services Development | 第64-68页 |
| 5.1.5 Pharmacy Logistics Services Benefits Extension | 第68-69页 |
| 5.2 New Retailing Model and Professional Pharmacy | 第69-73页 |
| 5.2.1 Expanding DTC, DTP Professional Pharmacy | 第69-70页 |
| 5.2.2 DTC Pharmacy Type | 第70-73页 |
| 6 Conclusion and Research Prospects | 第73-74页 |
| REFERENCE | 第74-75页 |
