發(fā)布時(shí)間：2018-02-24 00:43

  本文關(guān)鍵詞： 連鎖藥房 市場(chǎng)定位 營(yíng)銷策略　出處：《華僑大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：本文以本地醫(yī)藥零售連鎖企業(yè)——泉州市國(guó)大藥房連鎖有限公司為研究對(duì)象，通過調(diào)研發(fā)現(xiàn)企業(yè)營(yíng)銷現(xiàn)狀中存在的一些問題，認(rèn)為需要制定更有針對(duì)性的營(yíng)銷策略。因此，本文運(yùn)用當(dāng)今國(guó)內(nèi)外市場(chǎng)營(yíng)銷的相關(guān)理論對(duì)連鎖藥房的市場(chǎng)營(yíng)銷環(huán)境進(jìn)行分析，提出了符合泉州地區(qū)市場(chǎng)環(huán)境特點(diǎn)的營(yíng)銷戰(zhàn)略，在戰(zhàn)略的指導(dǎo)下提出了若干個(gè)有利于樹立泉州國(guó)大品牌藥房形象的市場(chǎng)營(yíng)銷策略。 泉州市國(guó)大連鎖藥房是國(guó)藥控股國(guó)大藥房與東南醫(yī)藥集團(tuán)合作成立的全新藥業(yè)公司。隨著國(guó)內(nèi)藥品流通領(lǐng)域的改革，醫(yī)藥零售行業(yè)內(nèi)多業(yè)態(tài)競(jìng)爭(zhēng)激烈，醫(yī)藥零售產(chǎn)品同質(zhì)化情況嚴(yán)重，如何進(jìn)一步拓展泉州區(qū)域市場(chǎng)，擴(kuò)大市場(chǎng)份額，形成國(guó)大藥房品牌優(yōu)勢(shì)是泉州市國(guó)大連鎖藥房亟待解決的重要問題。 本文通過對(duì)企業(yè)的內(nèi)部資源與營(yíng)銷現(xiàn)狀進(jìn)行分析，發(fā)現(xiàn)企業(yè)存在諸如ERP系統(tǒng)執(zhí)行力不足、產(chǎn)品差異化不明顯、藥品價(jià)格優(yōu)勢(shì)不足、藥學(xué)人員不足等問題。文章結(jié)合PEST分析法，五力模型分析法以及SWOT分析法，，從宏觀、中觀、微觀三個(gè)層面，對(duì)新形勢(shì)下的泉州國(guó)大連鎖藥房的市場(chǎng)營(yíng)銷環(huán)境進(jìn)行了系統(tǒng)的分析，且對(duì)市場(chǎng)進(jìn)行重新細(xì)分，并在此基礎(chǔ)上針對(duì)不同的目標(biāo)顧客群提出了營(yíng)銷戰(zhàn)略，設(shè)立一系列差異化的業(yè)態(tài)模型及門店類型，區(qū)分特殊店（包括醫(yī)院合作店、醫(yī)院周邊店、中醫(yī)館店）和普通店（旗艦店、中心店、標(biāo)準(zhǔn)店），將泉州國(guó)大藥房定位為提供專業(yè)服務(wù)的品牌藥房。在營(yíng)銷戰(zhàn)略的指導(dǎo)下，文章提出了樹立“國(guó)大藥房”形象的品牌策略、國(guó)大藥房差異化產(chǎn)品經(jīng)營(yíng)策略、差別定價(jià)價(jià)格策略、農(nóng)村醫(yī)藥市場(chǎng)開發(fā)策略、醫(yī)藥產(chǎn)品促銷策略、會(huì)員策略、老年人健康服務(wù)策略和差異化服務(wù)策略。 希望本文提出的市場(chǎng)營(yíng)銷策略對(duì)泉州市國(guó)大連鎖藥房具有可操作性，能夠?yàn)槠髽I(yè)實(shí)現(xiàn)經(jīng)營(yíng)突破，促進(jìn)公司的健康可持續(xù)發(fā)展。同時(shí)也希望通過本文的研究為我國(guó)連鎖藥房行業(yè)的發(fā)展提供有益的借鑒。
[Abstract]:This paper takes Quanzhou Guoda Pharmacy chain Co., Ltd., a local pharmaceutical retail chain company, as the research object, finds out some problems existing in the current marketing situation of the enterprises, and thinks that more targeted marketing strategies are needed. This paper analyzes the marketing environment of chain pharmacies by using the relevant theories of domestic and international marketing, and puts forward the marketing strategy which accords with the characteristics of the market environment in Quanzhou. Under the guidance of strategy, this paper puts forward some marketing strategies which are conducive to establishing the image of Quanzhou Big Brand Pharmacy. Quanzhou National University Pharmacy chain is a brand new pharmaceutical company set up by National Pharmaceutical holding Company and Southeast Pharmaceutical Group. With the reform of domestic drug circulation field, there is fierce competition in many forms in the pharmaceutical retail industry. The situation of pharmaceutical retail products homogenization is serious, how to further expand the regional market of Quanzhou, expand market share, and form the brand advantage of National University pharmacy is an important problem to be solved urgently. Based on the analysis of the internal resources and marketing situation of the enterprise, it is found that there are some problems in the enterprise, such as insufficient execution of ERP system, lack of product differentiation, shortage of drug price advantage, shortage of pharmacists and so on. Five forces model analysis and SWOT analysis, from the macro, meso, micro three levels, the new situation of Quanzhou National University chain pharmacy marketing environment was systematically analyzed, and the market was re-subdivided. On the basis of this, the paper puts forward marketing strategy for different target customer groups, sets up a series of differentiated business models and store types, distinguishes special stores (including hospital cooperative stores, hospital peripheral stores, traditional Chinese medicine stores) and ordinary stores (flagship stores). Under the guidance of marketing strategy, the article puts forward the brand strategy of establishing the image of "National University Pharmacy", and the strategy of differentiated product management of National University Pharmacy. Differential pricing strategy, rural pharmaceutical market development strategy, pharmaceutical product promotion strategy, membership strategy, elderly health service strategy and differentiated service strategy. I hope that the marketing strategy put forward in this paper can be operable for Quanzhou National University chain pharmacy, and can achieve business breakthrough for enterprises. To promote the healthy and sustainable development of the company. At the same time, we hope to provide useful reference for the development of Chinese chain pharmacy industry through the research of this paper.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F721.7;F274

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本文編號(hào)：1528243