& ltp> drug retail enterprises are the final link of drug circulation. Drug retailing, like other retailing, is influenced by external and internal environment. However, drugs have different characteristics from other commodities. Drugs are related to life and health, and are the focus of government, public and public opinion. At present, the direction of medical and health reform is unclear, industry policies emerge one after another, pharmaceutical retail enterprises are fully open, and the entry threshold is lowered. With the competition caused by the entry of various industries into the pharmaceutical industry, the profit space of pharmacies is getting smaller and smaller, and enterprises choose diversification for survival and other purposes, and diversification is becoming more and more extensive. This paper analyzes the diversified management of pharmacies at present, and puts forward some personal views on drug management. Paper Keywords drug retail enterprises; Competition; Management; Diversified drug retail enterprises are the link of commodity circulation that directly faces the final consumers (patients) and the final link of drug circulation. The pharmaceutical retail industry, like other retail industries, is influenced by political, legal, macroeconomic, consumer demand, market competition and other factors. From a macro point of view, but from a micro point of view, it is also affected by factors such as goods, prices, services, site selection, advertising promotion, store design, commodity display and so on. These factors are an important prerequisite for retail operators to formulate business strategies and marketing strategies. At present, the variety of OTC drugs in China can basically meet the demand of self-medication, the expansion of retail terminals is accelerated, the number of drugs is increased, the profit margin is reduced, and the industry competition is fierce, which leads to the diversification of pharmacies. This paper analyzes the diversified operation of pharmacies at present, and puts forward some personal views on the operation of pharmacies. 1 Analysis of the current situation of pharmaceutical retail enterprises 1. 1 From the analysis of the external environment, pharmaceutical retail enterprises have been affected by the following aspects: 1. 1 Relevant policies In recent years, the state has reorganized the pharmaceutical industry, reduced drug prices many times, standardized the sale of prescription drugs, and began to gradually reduce the price of drugs in hospitals, gsp. These are the pressures of pharmaceutical retail enterprises. 1. 1.2 The entry threshold of competitive pharmaceutical retail industry in the industry is low, and the access conditions are low, while foreign capital and non-industry capital are constantly entering the pharmaceutical retail industry; In addition, large chain pharmacies are constantly moving from regional chains to national chains through mergers and acquisitions, opening stores in different places, etc., and the concentration of pharmaceutical chain retail market is constantly improving, which also causes increasingly fierce competition among industries, focusing on price forms, leading to a decline in drug retail prices and a significant decline in corporate profit margins. 1. 1.3 From the perspective of customer demand, pharmaceutical retail enterprises mainly sell over-the-counter drugs and health care drugs, and the main consumers are ordinary people, who are very sensitive to prices and have strong bargaining power. In addition, with the improvement of people's self-care awareness, the service requirements for pharmacies are also constantly improving. 1.2 from the internal analysis of the enterprise, the impact on the development of the enterprise mainly includes the following aspects: 1.2. 1 The main practitioners of pharmacies are less qualified as licensed pharmacists, and correspondingly there are pharmacists, licensed pharmacists and resident pharmacists. Will serve as a licensed pharmacist and undertake the work of a licensed pharmacist. Improving the professional level and comprehensive quality of employees is the need for enterprises to improve their competitiveness and for customers to use drugs safely. The cost of users will increase by 3-5 times. 1.2.2 the strategy of drug management has not changed much, and there is no obvious difference between enterprises. 1.2.3 the internal management level of single pharmacies and small and medium-sized chain pharmacies is low and the management is not standardized, which hinders the development of enterprises to a high level. At present, the development direction of pharmaceutical retail enterprises is divided into two categories: one is to advocate professional management development, and the other is to advocate diversified management development. Now many enterprises are trying to use these two business strategies respectively in order to be invincible in the fierce competition. 2 Diversification of pharmaceutical retail enterprises The so-called diversification refers to the addition of new products or business strategies on the basis of existing business areas. The degree of correlation between many existing business areas can be divided into two types: related diversification and unrelated diversification. From the perspective of strategic management, enterprises can achieve economies of scope, disperse business risks and enhance their competitiveness by implementing diversified operations. 2. 1 Diversification of foreign enterprises The global pharmacy business model can be divided into two categories: diversification represented by the United States and Japan and specialization represented by Germany and Sweden. The pharmaceutical chain stores in the United States and most European countries are diversified, mainly dealing with drugs, but also dealing with health-related products and other daily necessities, increasing the average gross profit of pharmaceutical chain stores from 28.3% to about 32%. American pharmacies take the concept of "healthy and beautiful product stores" as the main theme, and their core products are divided into three categories: prescription drugs, over-the-counter drugs, beauty care and health care products. The variety of its products is also influenced by the trend of suburbanization of American population and centralization, large-scale and integration of retail industry, which is in line with the new concept of "one-stop shopping". 2.2 Analysis of Diversification of Domestic Drug Retailers China's drug diversification originated in the United States, and Neptune Health Pharmacy was the earliest attempt in China. In addition to medicines, its business projects also include skin care products and daily necessities. , and then introduced to Sun Liang store, where the photo printing business was launched. After that, China's pharmaceutical retail enterprises followed suit. From the analysis of diversified management of current pharmaceutical retail enterprises: 2.2. 1 Divided into related diversification and unrelated diversification: ① Related diversification: cosmeceuticals, health care products, nursing products, medical devices and other commodities closely related to health status, which is the business strategy adopted by most pharmaceutical retail enterprises. ② Irrelevant diversification: baby products, medical books, glasses, laundry, leisure, printing, supermarkets and food markets. A typical example is that Beijing Jiashitang chain boldly tried the concept of "great health", covering infant products, cosmetics, health food, nursing products, medical books, glasses and other fields, and has a unique product structure, which makes it stand proudly in the retail market of pharmacies in Beijing. 2.2.2 According to the subjectivity of management, it can be divided into conscious diversification and unconscious diversification: ① Conscious diversification-Neptune, the pioneer of diversified management of pharmaceutical retail enterprises in China, mainly studied the diversified business model of overseas pharmaceutical retail enterprises, implemented it consciously and planned, fundamentally changed the business philosophy, and conducted it after careful preparation. (2) unconsciously implement diversification-some enterprises unconsciously began to diversify in the process of operation. For example, Jiangsu Baijiahui Chain Co., Ltd., its "diversification" inadvertently formed the characteristics of "diversification" becoming "Baijiahui". 2.2.3 According to whether the positioning is clear, it can be divided into clear positioning and unclear positioning: ① Clear positioning. With a clear positioning, implement the diversified business strategy of enterprises. For example, Chongqing Heping Pharmacy defines chain pharmacies as four types, namely, central flagship stores, prosperous regional pharmacies, supermarket stores and community convenience stores. Its central flagship store advocates "health and beauty". In the prosperous areas, drugstores combine counters with open shelves, while in supermarkets, stores emphasize the concept of "health" and community stores operate in convenience store mode. ② There is no clear positioning. This kind of pharmacy involves diversified operation and comes from pharmacies with uncertain economic benefits or losses. I have been to a pharmacy in the city, and changed the original 80m storefront into a small grocery supermarket, which covers an area of less than 30㎡. The signboard outside the store is still a pharmacy, but it is no longer worthy of the name. 2.3 Problems in the Diversified Operation of Pharmacy in China Through analysis, it is considered that there are the following problems in the diversified operation of existing pharmaceutical retail enterprises in China: 2.3. 1. High cost, subjective attraction of diversification of projects and products, small scale, inability to share management costs, high cost caused by diversification of procurement sources and small batch, liquidity pressure, unit container turnover and other issues. If you need to increase product sales or service projects, you must invest capital, and the overall cost will increase significantly. 2.3.2 Blind selection of diversified business projects and product types with unclear positioning. In recent years, the diversified attempts of pharmacies include food, daily necessities, cosmetics and various convenience services. At present, diversification has to face a brand-new, more intense and complex market environment for fast-moving consumer goods, and has not shown a clear and clear positioning in customer aggregation effect, diversified product sales performance, drug (health care products) sales promotion and so on. The internal consumption correlation between business items and commodity categories is not high, which fails to form the interactive relationship between the main products and related products that are common in chain supermarkets, and fails to strengthen the analysis of the needs of target customers.