东阿阿胶OTC终端市场管理优化研究

发布时间：2018-04-28 01:51

本文选题：东阿阿胶 + OTC终端市场　；参考：《广西师范大学》2015年硕士论文

【摘要】：“计划--定价--厂牌--供销路线--人员销售--广告--促销--包装--陈列--扶持--实体分配--市场调研”这一营销组合策略最先是在20世纪50年代出现,是由尼尔·鲍顿提出的可以很好地指导企业在实际中开展营销活动,其中“供销路线、人员销售、陈列、扶持、实体分配”等策略被现代营销渠道策略作为理论基础,另外,它是在理论上界定市场营销的研究范围的第一组合策略。当医药市场不断展现新的局面,OTC药品终端市场对于它的发展起到了关键作用,影响日益深远,因而,做好OTC的终端管理极为有必要。然而一些厂商没有充分全面的认识到OTC终端管理在终端市场发展中的深刻地位,而盲目的斥资投入大量广告,大幅度提高了终端费用,但却没有得到想要的结果,换来的是OTC产品的销售额一如既往,并没有什么大的变化。这一情况同样出现在东阿阿胶公司,面对连年增长的广告投入和公司费用,以及几乎没有提升的产品销售额,却依然没有找到合适有效的方法使OTC终端市场有序高效运行。显而易见,不断强化东阿阿胶OTC终端市场的管理,让其完全发挥作用,以使东阿阿胶终端销售更上一个层次,是东阿阿胶公司发展道路上必须解决的问题。本文依据对东阿阿胶公司终端市场的情况调查,分析目前存在的终端管理问题,并探讨得到其在管理方面的关键因素。分析内容包括东阿阿胶的主要竞争对手、购买群体以及各销售药店终端表现,并结合销售促进理论和药品零售店的市场定位理论,以及一系列消费群体购物理论(主要为购物导向、动力和行为学理论),大致理清了东阿阿胶终端管理的运行路线,并对东阿阿胶的终端运行做出了具体规划,主要是针对其运作中铺货率较低和目标模糊不清,还有硬终端单一的操作手段和SP活动的组合应用缺乏以及产品展示混乱无序,无法科学有效的协调等漏洞,这一新的规划不仅包含铺货管理、产品展示的协调,还涉及硬终端的运作方案和销售促进的合理策划。另外,还以实用为准则,研究制定了包括行为规范准则在内的保证方案以确保该新规划有序高质量运行。这套保证方案高强度的为东阿阿胶的OTC终端管理指明了方向,而且便于操作,同时在一定程度上成为了同类企业运行终端市场的模范方案。
[Abstract]:"Planning-pricing-label-supply and marketing route-people sales-advertising-promotion-packaging-display-support-physical distribution-market research" the marketing mix strategy first emerged in the 1950s. Put forward by Neil Bowden, it can well guide enterprises to carry out marketing activities in practice, in which "supply and marketing routes, personnel sales, display, support, physical distribution" and other strategies are used as the theoretical basis of modern marketing channel strategies. It is the first combination strategy to define the scope of marketing research theoretically. When the pharmaceutical market continues to show a new situation, OTC drug terminal market has played a key role in its development, and the impact is increasingly far-reaching. Therefore, it is very necessary to do a good job in terminal management of OTC. However, some manufacturers do not fully realize the profound position of OTC terminal management in the terminal market development, and blindly invest a large amount of advertising, which greatly increased the terminal cost, but did not get the desired results. In return, the sales of OTC products as always, and there is no major change. This is also true of the company, which has found no appropriate and effective way to make the OTC terminal market run efficiently and orderly in the face of annual growth in advertising spending and company fees, and little improvement in product sales. It is obvious that strengthening the management of the OTC terminal market and making it play a full role in order to make the sales of the Ejiao terminal to a higher level is the problem that must be solved on the way of the development of the company. Based on the investigation of the terminal market of Donga Gel Company, this paper analyzes the existing problems of terminal management, and discusses the key factors of its management. The contents of the analysis include the main competitors, the purchasing group and the terminal performance of each sales drugstore, and combined with the theory of sales promotion and the market positioning theory of drug retail stores. As well as a series of consumer group shopping theories (mainly for shopping orientation, motivation and behavior theory), it roughly clarifies the running route of the terminal management of Dong'ai Gelatin, and makes a specific plan for the terminal operation of Dong'ai Gelatin. It mainly aims at the problems of low delivery rate and vague target in operation, lack of combination application of single operation means of hard terminal and SP activities, confusion and disorder of product display, inability to coordinate scientifically and effectively, etc. This new plan involves not only the coordination of shop management and product presentation, but also the operation of hard terminals and the rational planning of sales promotion. In addition, based on the criterion of practicality, a guarantee scheme, including the code of conduct, is developed to ensure that the new plan runs in an orderly and high quality manner. The high intensity of this guarantee scheme indicates the direction of the OTC terminal management of Ejiao, and it is easy to operate, and to a certain extent, it has become a model scheme for the terminal market of the similar enterprises.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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