ABSTRACT
OBJECTIVE: To provide references for Chinese drugstores to carry out private brand strategy. METHODS: The problems existing in the practice of private brand in Chinese drugstores were analyzed,and the basic conditions and effective premium approaches for private brand of pharmaceutical chain store were studied through a detailed analysis of consumer’s psychology and action. RESULTS & CONCLUSIONS: The problems existing in the practice of private brand in Chinese drugstores included the non-guaranteed quality assurance ability results from low price marketing and enterprise’s lack of cohesiveness results from enforcement on salesman to recommend products for customers etc. The main conditions to promote premium on private brand were to possess a consummate quality assurance system for products and services. The main approaches toward premium are to construct product line with drug brand image as foundation and to optimize the organization mode of the private brand management.