OBJECTIVE To identify the demand levels and specific connotations of pharmaceutical care in social pharmacy based on Kano theory， and to provide suggestions for the optimization of pharmaceutical care in Chinese social pharmacy. METHODS Using Kano theory as the analysis framework， the needs of consumer for different levels of pharmaceutical care in social pharmacy were identified through literature combing. The ideas and suggestions were proposed for the optimization of pharmaceutical care in Chinese social pharmacy based on the content and characteristics of different levels of needs. RESULTS & CONCLUSIONS The demands for pharmaceutical care in Chinese social pharmacy were divided into three levels， among which the basic demand included ensuring the accessibility， safety and effectiveness of drugs； the expectation demand included personalized medication guidance and management， convenient and efficient medication purchasing services triggered by consumer upgrading； the charming demand included health services and management， professional and high-quality service experience. Social pharmacies should take drug security as the core， achieve high quality and good price， and fully meet basic demand； take patient medication management as the grip， conduct double-drive professional services and model innovation to fully respond to expectation demand； take public health as the goal， broaden service content and experience value， and meet the charming demand of consumer at the right time.