医药行业连锁营销存在的问题与对策

发布时间：2018-11-27 20:35

【摘要】：有专家说二十一世纪是连锁营销的天下,B2C的企业都从单一的营销门店销售慢慢向连锁营销的方式转变,从家喻户晓的麦当劳和KFC,到沃尔玛、中国移动、中国联通等,只要客户是单一个体的企业,都开始意识到连锁这种经营模式,从广义的学术论点上来看,连锁代表了一种复制,一种成功、标准化的复制,从而带来人力资源、广告推广、采购销售等方面的营销效率,是21世纪企业的生产给经营管理的核心。好的连锁不是单一的复制,而是在复制的基础上根据当地市场的地域、人群特性做不断的调整,在统一品牌的召集下,提供最符合当地消费理念的产品和服务。就拿KFC来说,中国北方南方的番茄酱口味都是不同的,因为北方人偏咸,南方人更喜好甜的。因此,连锁的复制,是在企业内部、外部通过对个体优势进行沿袭复制成群体优势,再加入个体特色的一种商业模式。医药行业的最终环节是直接针对消费者的药品销售,同样适用连锁营销的概念,而中国从2002年医药制度改革后,海王药业成为第一个尝试连锁经营的医药公司,随后不同的公司开始适用连锁营销,事实证明,十几年的发展,医药行业的连锁营销在企业凸显了企业的品牌、销售、采购、服务、价格等方面的优势,在消费者方面,也得到了价廉物美的放心药,因此,可以肯定地说医药连锁营销是一件双赢的经营思路。虽然连锁营销有比较好的、进步的意义,但是在短短十几年,市场经济发展和市场人才还不够完善的同时,也存在着一些不足和改进。本文先整理和总结了连锁营销的相关概念,再对我国医药行业的连锁营销现状和问题进行分析讨论,最后再以A公司为主要研究对象,探讨A公司的连锁营销状况和问题解决的方案,切实可行地提供了连锁营销过程中出现的问题的解决思路,达到医药行业的连锁营销的优化。总之,连锁营销将会继续发展,会成为零售企业的重点营销方式。
[Abstract]:Some experts say that the 21 century is a world of chain marketing. B2C enterprises have gradually changed from a single marketing store to a chain marketing, from the well-known McDonald's and KFC, to Wal-Mart, China Mobile, China Unicom, and so on. As long as the customer is a single individual enterprise, they are beginning to realize the chain business model. From the broad academic point of view, the chain represents a kind of replication, a successful, standardized copy, thus bringing about human resources and advertising promotion. The marketing efficiency of purchasing and selling is the core of the production and management of enterprises in the 21 st century. A good chain is not a single copy, but on the basis of replication according to the local market region, the crowd characteristics of the continuous adjustment, under the unified brand call, to provide the most consistent with the local consumption concept of products and services. In KFC's case, ketchup tastes different in northern China, because northerners tend to be salty and southerners prefer sweet ones. Therefore, chain replication is a kind of business model in which individual advantages are copied into group advantages and individual characteristics are added to the internal and external enterprises. The final link in the pharmaceutical industry is the sale of drugs directly to consumers, which also applies to the concept of chain marketing. After the reform of China's pharmaceutical system in 2002, Haiwang Pharmaceutical became the first pharmaceutical company to try a chain operation. Subsequently, different companies began to apply chain marketing. Facts have proved that over ten years of development, chain marketing in the pharmaceutical industry has highlighted the advantages of enterprises in terms of brand, sales, procurement, service, price, and so on, in terms of consumers. Also got cheap and good medicine, therefore, it can be assured that pharmaceutical chain marketing is a win-win business thinking. Although chain marketing has better and more progressive significance, but in a short period of ten years, the development of market economy and market talents are not perfect, but there are also some shortcomings and improvements. This paper first collates and summarizes the related concepts of chain marketing, then analyzes and discusses the current situation and problems of chain marketing in China's pharmaceutical industry, and finally takes Company A as the main research object. In order to optimize the chain marketing of pharmaceutical industry, this paper discusses the situation of chain marketing and the solutions to the problems in the chain marketing process of company A, and provides a feasible way to solve the problems in the process of chain marketing. In a word, chain marketing will continue to develop and become the key marketing method of retail enterprises.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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