吉林大药房医药电子商务O2O营销策略研究

发布时间：2018-03-22 23:23

本文选题：“吉林大药房”　切入点：医药电子商务　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网时代日益兴起,全球逐步进入信息化,一方面为医药行业建立了更大发展空间,另一方面也影响了医药行业业态走势。互联网对各行各业的带动效应日益加剧,与之紧密相关的O2O模式也成为大家关注的焦点,随着政策的逐步开放,越来越多的互联网公司涉足医药健康领域,更有实力者逐步发展医药电商O2O模式。吉林大药房电子商务O2O的营销策略进行研究,不仅能够提升消费者的购买体验,也能使吉林大药房在互联网发展势头迅猛的今天更好地实现模式拓展。首先,本文简要介绍了“吉林大药房”医药电商平台基本运营情况以及O2O营销存在的问题;然后,针对企业营销宏观环境和微观环境进行分析;继而,利用SWOT分析矩阵明晰吉林大药房电子商务O2O发展当中的优劣所在;最后,本文对吉林大药房电子商务O2O进行了STP分析,然后以服务营销的7Ps营销理论为基础为吉林大药房网络订餐平台制定了O2O营销策略。研究结果表明:(1)吉林大药房平台市场潜力还未打开,应及时调整原有盈利模式,逐渐增加健康服务项目及水平,实现平台差异化;(2)宏观环境上,国家利好政策的开放以及稳定的经济环境,有利于吉林大药房平台健康稳定发展,也为线上健康咨询、疾病诊断等相应服务预见良好未来;微观环境上,吉林大药房省内领先的行业地位以及稳定的线下会员群体将对O2O平台的推广产生一定的助推作用;(3)吉林大药房应依托吉林大药房及亚泰的品牌优势,利用线下300万会员影响力,不断提升健康服务水平,加大平台差异化打造,增强核心竞争力。(4)吉林大药房可以针对不同的目标市场推出品牌甄选、品质精选、大众优选三个商品分类模块,将平台商品及服务捆绑,使其充分满足高、中、低三档消费者需要。由此,本文吉林大药房应从服务营销理念出发,建立以亲情化、专业化服务为导向的企业文化,增加激励维度,深化岗位激励手段,及时解决执行中遇到的问题,做好资金使用及运转工作,打造东北最具影响力的大健康服务平台,使吉林大药房持续保持行业领先地位。
[Abstract]:With the rising of the Internet era and the gradual entry of information technology in the world, on the one hand, it has established a greater space for the development of the pharmaceutical industry, on the other hand, it has also affected the trend of the pharmaceutical industry. The closely related O2O model has also become the focus of attention. With the gradual opening of the policy, more and more Internet companies are involved in the field of medicine and health. The more powerful people are gradually developing the O2O model of pharmaceutical e-commerce. The research on the marketing strategy of E-commerce O2O in Jilin Big Pharmacy can not only enhance the consumer's purchase experience, It can also make Jilin Big Pharmacy realize better mode expansion today when the Internet is developing rapidly. Firstly, this paper briefly introduces the basic operation situation of "Jilin Big Pharmacy" pharmaceutical e-commerce platform and the problems existing in O2O marketing. This paper analyzes the macro and micro environment of enterprise marketing; then, using the SWOT analysis matrix to clarify the advantages and disadvantages of the development of Jilin pharmacy e-commerce O2O. Finally, this paper carries out STP analysis of Jilin pharmacy e-commerce O2O. Then, based on the 7Ps marketing theory of service marketing, an O2O marketing strategy is formulated for the online food ordering platform of Jilin Big Pharmacy. The research results show that the market potential of Jilin Big Pharmacy platform has not been opened yet, so the original profit model should be adjusted in time. Gradually increasing the items and levels of health services and realizing the platform differentiation in macro environment, the opening up of national favorable policies and a stable economic environment are conducive to the healthy and stable development of the platform of Jilin Big Pharmacy, and also to the online health consultation. Disease diagnosis and other corresponding services foresee a good future; micro environment, Jilin Big Pharmacy has a leading position in the industry and a stable offline membership group, which will give a certain boost to the promotion of the O2O platform. The Jilin Big Pharmacy should rely on the brand advantages of Jilin Big Pharmacy and Yatai, and make use of the influence of 3 million members below the line. Jilin Big Pharmacy can promote brand selection, quality selection and mass selection for different target markets by increasing the level of health services, building up platform differentiation, and enhancing core competitiveness. The platform goods and services are bundled to fully meet the needs of high, middle and low third class consumers. Therefore, this article Jilin pharmacy should set out from the service marketing concept, establish a kindred, professional service oriented corporate culture, Increase the incentive dimension, deepen the post incentive means, timely solve the problems encountered in the implementation, do a good job in the use and operation of funds, create the most influential health service platform in Northeast China, so that Jilin pharmacies can keep the leading position in the industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F721

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