宁夏X零售连锁药店营销策略研究
发布时间：2019-04-09 08:56
【摘要】：随着我国医药零售市场的放开和国家加快发展药品零售连锁经营相关政策的出台,我国各地区零售连锁药店数量快速增长,零售连锁药店之间的竞争也日益激烈。但是,目前药品零售行业之间的竞争基本上还是以降低药品价格为主要手段,这已经阻碍了药品零售行业的发展和壮大。在这种情况下,零售连锁药店要在竞争中取胜,就要根据自身情况,从产品、价格、渠道和促销等方面制订行之有效的市场营销策略,提高市场竞争力。本文通过对宁夏X零售连锁药店的研究,依据市场营销相关理论,运用文献查阅、市场调研等方法,并借鉴一些国内连锁药店成功的经验,首先运用PEST模型,对宁夏区内的药品零售行业营销环境进行分析；然后运用波特五力模型,分析宁夏X零售连锁药店的竞争环境,找出企业目前存在的营销问题；最后结合宁夏X零售连锁药店自身实际情况,提出有针对性营销策略。通过研究,希望能够促进宁夏X零售连锁药店健康、可持续发展。同时,希望能够对区内其它零售连锁药店的发展提供参考和借鉴。
[Abstract]:With the opening up of China's pharmaceutical retail market and the introduction of the related policies of the state to accelerate the development of drug retail chain operation, the number of retail chain drugstores in various regions of China is growing rapidly, and the competition among retail chain drugstores is becoming increasingly fierce. However, at present, the competition between the pharmaceutical retail industry is basically to reduce the drug price as the main means, which has hindered the development and growth of the pharmaceutical retail industry. In this case, if retail chain drugstores want to win the competition, they should draw up effective marketing strategies from the aspects of product, price, channel and promotion according to their own situation, so as to improve the market competitiveness. Based on the research of Ningxia X retail chain drugstore, according to the theory of marketing, using the methods of literature review, market research and so on, and drawing lessons from the successful experience of some domestic chain drugstores, this paper first uses the PEST model, The marketing environment of drug retail industry in Ningxia is analyzed. Then it analyzes the competitive environment of Ningxia X retail chain drugstore by using the Porter five force model, and finds out the marketing problems existing in the enterprise at present. Finally, combining with the actual situation of Ningxia X retail drugstore, this paper puts forward the targeted marketing strategy. Through the research, we hope to promote the health and sustainable development of Ningxia X retail drugstore chain. At the same time, I hope to provide reference and reference to the development of other retail chain drugstores in the region.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274
本文编号：2455018
[Abstract]:With the opening up of China's pharmaceutical retail market and the introduction of the related policies of the state to accelerate the development of drug retail chain operation, the number of retail chain drugstores in various regions of China is growing rapidly, and the competition among retail chain drugstores is becoming increasingly fierce. However, at present, the competition between the pharmaceutical retail industry is basically to reduce the drug price as the main means, which has hindered the development and growth of the pharmaceutical retail industry. In this case, if retail chain drugstores want to win the competition, they should draw up effective marketing strategies from the aspects of product, price, channel and promotion according to their own situation, so as to improve the market competitiveness. Based on the research of Ningxia X retail chain drugstore, according to the theory of marketing, using the methods of literature review, market research and so on, and drawing lessons from the successful experience of some domestic chain drugstores, this paper first uses the PEST model, The marketing environment of drug retail industry in Ningxia is analyzed. Then it analyzes the competitive environment of Ningxia X retail chain drugstore by using the Porter five force model, and finds out the marketing problems existing in the enterprise at present. Finally, combining with the actual situation of Ningxia X retail drugstore, this paper puts forward the targeted marketing strategy. Through the research, we hope to promote the health and sustainable development of Ningxia X retail drugstore chain. At the same time, I hope to provide reference and reference to the development of other retail chain drugstores in the region.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274
【参考文献】
相关期刊论文 前6条
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，本文编号：2455018
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