本文選題：漱玉平民　切入點：營銷戰(zhàn)略　出處：《山東大學》2015年碩士論文　論文類型：學位論文

【摘要】：因藥品的特殊性,醫(yī)藥零售行業(yè)一直倍受政府和老百姓的關注。隨著我國經(jīng)濟的高速發(fā)展和醫(yī)療保險制度改革的推動,醫(yī)藥零售行業(yè)有了快速的發(fā)展。2013年,中國藥品零售市場整體規(guī)模達到2466.9億元,藥品零售連鎖企業(yè)有3000多家,全國藥店總數(shù)43萬多家。藥品零售市場的不斷發(fā)展,使行業(yè)內(nèi)企業(yè)之間的競爭不斷加劇,這就給醫(yī)藥零售企業(yè)帶來了新的機遇和挑戰(zhàn)。漱玉平民大藥房有限公司成立于2002年,是山東省首家平價藥房。歷經(jīng)12年的積累與發(fā)展,公司已將連鎖門店拓展到山東省11個地市。2014年公司銷售額超過13.5億元,連鎖門店近600家,診所30余家,是山東省醫(yī)藥零售連鎖行業(yè)的龍頭企業(yè)。本文在對國內(nèi)外相關營銷、競爭戰(zhàn)略理論研究的基礎上,對醫(yī)藥零售企業(yè)的經(jīng)營做了詳細分析和探討。結(jié)合中國的發(fā)展環(huán)境和漱玉平民大藥房的實際發(fā)展情況,制定出適合公司發(fā)展的營銷戰(zhàn)略,并提出相應的營銷策略和營銷戰(zhàn)略實施保障。文章運用PEST、五力競爭模型等分析工具對漱玉平民公司的宏觀環(huán)境、行業(yè)競爭情況進行分析,得出漱玉平民大藥房的發(fā)展機會和外部威脅。通過公司內(nèi)部資源的分析,得出漱玉平民大藥房所擁有的資源優(yōu)勢和劣勢。通過SWOT分析,得出漱玉平民大藥房應該利用國家新版GSP實施之際,收購一些中小型連鎖企業(yè),快速增加規(guī)模；利用公司良好的品牌形象,重點加強品牌建設。通過市場細分,根據(jù)漱玉平民自身的實際情況和對各個細分市場的評估結(jié)果,選擇目標市場。根據(jù)選擇的細分市場中目標顧客群的特點,漱玉平民大藥房選擇平價藥品超市、社區(qū)藥店、藥妝店、標準藥店、診所藥店和網(wǎng)上藥店幾種經(jīng)營模式。通過分析,漱玉平民大藥房應該實施品牌營銷戰(zhàn)略,并將漱玉品牌定位為“平價、優(yōu)質(zhì)、專業(yè)”。公司應通過品牌營銷戰(zhàn)略的實施來進行市場滲透,強化“漱玉平民”品牌形象,提升顧客忠誠度,提高企業(yè)競爭力。本文通過分析提出了漱玉平民大藥房品牌營銷戰(zhàn)略所需的實施策略,包括：產(chǎn)品策略、價格策略、促銷策略、渠道策略。這些策略為戰(zhàn)略實施提供了重要保障。之后,本文從公司文化建設優(yōu)化、組織結(jié)構(gòu)的優(yōu)化、財務管理的優(yōu)化、人力資源管理的優(yōu)化等方面分析了漱玉平民大藥房營銷戰(zhàn)略的實施保障體系。通過這一系列支撐體系,使漱玉平民大藥房樹立良好的品牌形象。論文的研究結(jié)論對漱玉平民大藥房如何應對日趨激烈的競爭、提升市場競爭力將起到重要作用,也能夠為其它醫(yī)藥零售企業(yè)的發(fā)展提供有益的借鑒和參考。通過對醫(yī)藥零售企業(yè)營銷戰(zhàn)略的研究,也有利于醫(yī)藥行業(yè)管理研究體系的完善及現(xiàn)有營銷理論研究成果的豐富。
[Abstract]:Because of the particularity of drugs, the pharmaceutical retail industry has been the concern of the government and the common people. With the rapid development of our economy and the promotion of the reform of medical insurance system, the pharmaceutical retail industry has a rapid development. In 2013, The overall scale of China's drug retail market has reached 246.69 billion yuan, with more than 3, 000 drug retail chain enterprises and more than 430,000 pharmacies in the country. With the continuous development of the drug retail market, the competition among enterprises in the industry has been continuously intensified. This brings new opportunities and challenges to pharmaceutical retail enterprises. Shouyu civilian Pharmacy Co., Ltd. was established in 2002. It is the first affordable pharmacy in Shandong Province. It has accumulated and developed for 12 years. In 2014, the company's sales volume exceeded 1.35 billion yuan, nearly 600 chain stores and more than 30 clinics, which are the leading enterprises in the pharmaceutical retail chain industry of Shandong Province. On the basis of the research on the theory of competition strategy, this paper makes a detailed analysis and discussion on the management of pharmaceutical retail enterprises. Combining with the development environment in China and the actual development situation of the common people's large pharmacy, it formulates a marketing strategy suitable for the development of the company. And put forward the corresponding marketing strategy and the implementation of the marketing strategy protection. The article uses pest, five forces competition model and other analysis tools to analyze the macro environment and industry competition situation of Shuyu civilian company. Through the analysis of the internal resources of the company, the advantages and disadvantages of the resources owned by the civilian pharmacies of gargyu are obtained. Through SWOT analysis, It is concluded that Shuyu civilian pharmacy should use the new GSP to acquire some small and medium-sized chain enterprises, so as to rapidly increase its scale; to use the company's good brand image to focus on brand building; and to segment the market through market segments. According to the actual situation of the civilian population and the evaluation results of each market segment, the target market is selected. According to the characteristics of the target customer group in the selected subdivision market, the civilian pharmacies of gargle jade choose the inexpensive medicine supermarket, community pharmacy, Cosmetic stores, standard drugstores, clinical pharmacies and online drugstores. Through analysis, the common pharmacies should implement brand marketing strategy, and the brand of gargle jade should be positioned as "parity, high quality, good quality". Professional ". The company should carry on the market penetration through the implementation of the brand marketing strategy, strengthen the brand image of" gargle jade common people ", enhance the customer loyalty, This paper puts forward the implementation strategy of brand marketing strategy for common people's big pharmacy, including: product strategy, price strategy, promotion strategy, etc. These strategies provide an important guarantee for the implementation of the strategy. After that, this paper focuses on the optimization of corporate culture, the optimization of organizational structure, and the optimization of financial management. From the aspects of optimization of human resource management, this paper analyzes the security system for the implementation of the marketing strategy of Shouyu civilian pharmacy. Through this series of support systems, The conclusion of the paper will play an important role in how to cope with the increasingly fierce competition and enhance the market competitiveness. It can also provide useful reference for the development of other pharmaceutical retail enterprises. Through the research of marketing strategy of pharmaceutical retail enterprises, it is also conducive to the improvement of the pharmaceutical industry management research system and the rich research results of the existing marketing theory.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F721

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