基于消费者调查的药店微信营销策略研究

发布时间：2018-01-17 13:14

本文关键词：基于消费者调查的药店微信营销策略研究　出处：《中国药房》2017年03期 　论文类型：期刊论文

【摘要】：目的:了解消费者对药店微信公众号的关注情况,为药店进行微信营销提供参考。方法:采用问卷调查法对广西南宁市6个区的420名连锁药店消费者进行调查(调查内容主要包括对药店微信公众号的关注度、关注路径、关注数量、关注原因、感兴趣内容等),并对数据进行统计和分析。结果:共发放问卷420份,回收有效问卷395份,有效回收率为94.0%。关注药店微信公众号的受访消费者占27.3%;通过促销活动的二维码扫描和社交分享式"开放平台"+"朋友圈"关注是受访消费者主要的关注路径,共占67.6%;受访消费者对药店微信公众号的关注数量大多为1~2个,共占72.2%;通过关注可以微信支付、办会员卡、获赠品或享受折扣等以及可快速了解药店促销活动信息是受访消费者的主要关注原因,共占84.2%;养生保健和用药指导及促销活动信息是受访消费者最感兴趣的药店微信公众号推送内容,共占50.9%。结论:当前消费者对药店微信公众号的关注度不高,药店微信服务平台的推广与运营有待加强。药店可以通过加强药店微信公众号的推广力度、倡导全员参与、创设有吸引力的关注路径等来让更多消费者关注其微信公众号,并通过创造有价值的服务内容、选择人性化的表现形式、提供专业的药学服务、搭建合理运营平台等促使已关注公众号的消费者主动点击。
[Abstract]:Objective: to understand the attention of consumers to the drug store WeChat Official account. Methods: a questionnaire survey was conducted among 420 chain drugstore consumers in 6 districts of Nanning, Guangxi. The contents of the investigation mainly included the attention paid to the drugstore WeChat Official account. Pay attention to path, quantity, cause, content of interest, etc. Statistics and analysis of the data. Results: a total of 420 questionnaires were issued, 395 valid questionnaires were collected. The effective recovery rate was 94.00.The consumers who paid attention to the drugstore WeChat Official account accounted for 27.3cm; Through the QR code scanning and the social sharing "open platform" "Moments" focus is the main focus of the consumers interviewed, a total of 67.6; Most of the consumers surveyed paid more attention to the drugstore WeChat Official account, accounting for 72.2%. By paying attention to WeChat Pay, membership cards, gifts or enjoy discounts and so on, as well as to quickly understand the information about drugstore promotional activities are the main reasons for the attention of the consumers interviewed, a total of 84.2%; Health care, drug guidance and promotional information were the most interesting content of Official account's push, which accounted for 50.9.Conclusion: current consumers' attention to the drug store WeChat Official account is not high. The promotion and operation of WeChat service platform of drugstore need to be strengthened. The drugstore can promote the full participation by strengthening the promotion of Official account. Create attractive attention path to let more consumers pay attention to its WeChat Official account, and through the creation of valuable service content, the choice of humanized form of expression, to provide professional pharmaceutical services. Build a reasonable operating platform and so on has been concerned about Official account consumer active click.
【作者单位】：广西卫生职业技术学院;
【基金】：广西职业教育教学改革立项项目(No.GXGZJG2015B235)
【分类号】：F274;F721
【正文快照】： 腾讯公司于2011年推出免费即时通讯工具—— 微信,截至2014年底,其用户数超过5亿,活跃用户数超过1亿,企业营销也随之从微博营销进入了微信营销的时代[1]。根据腾讯公司2015年度的用户数据报告,25%的微信用户每天打开微信超过30次,55%的微信用户每天打开微信超过10次,且购物途

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