泉州市国大连锁药房市场营销策略研究

发布时间：2018-02-24 00:43

本文关键词： 连锁药房市场定位营销策略　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文以本地医药零售连锁企业——泉州市国大药房连锁有限公司为研究对象，通过调研发现企业营销现状中存在的一些问题，认为需要制定更有针对性的营销策略。因此，本文运用当今国内外市场营销的相关理论对连锁药房的市场营销环境进行分析，提出了符合泉州地区市场环境特点的营销战略，在战略的指导下提出了若干个有利于树立泉州国大品牌药房形象的市场营销策略。泉州市国大连锁药房是国药控股国大药房与东南医药集团合作成立的全新药业公司。随着国内药品流通领域的改革，医药零售行业内多业态竞争激烈，医药零售产品同质化情况严重，如何进一步拓展泉州区域市场，扩大市场份额，形成国大药房品牌优势是泉州市国大连锁药房亟待解决的重要问题。本文通过对企业的内部资源与营销现状进行分析，发现企业存在诸如ERP系统执行力不足、产品差异化不明显、药品价格优势不足、药学人员不足等问题。文章结合PEST分析法，五力模型分析法以及SWOT分析法，，从宏观、中观、微观三个层面，对新形势下的泉州国大连锁药房的市场营销环境进行了系统的分析，且对市场进行重新细分，并在此基础上针对不同的目标顾客群提出了营销战略，设立一系列差异化的业态模型及门店类型，区分特殊店（包括医院合作店、医院周边店、中医馆店）和普通店（旗舰店、中心店、标准店），将泉州国大药房定位为提供专业服务的品牌药房。在营销战略的指导下，文章提出了树立“国大药房”形象的品牌策略、国大药房差异化产品经营策略、差别定价价格策略、农村医药市场开发策略、医药产品促销策略、会员策略、老年人健康服务策略和差异化服务策略。希望本文提出的市场营销策略对泉州市国大连锁药房具有可操作性，能够为企业实现经营突破，促进公司的健康可持续发展。同时也希望通过本文的研究为我国连锁药房行业的发展提供有益的借鉴。
[Abstract]:This paper takes Quanzhou Guoda Pharmacy chain Co., Ltd., a local pharmaceutical retail chain company, as the research object, finds out some problems existing in the current marketing situation of the enterprises, and thinks that more targeted marketing strategies are needed. This paper analyzes the marketing environment of chain pharmacies by using the relevant theories of domestic and international marketing, and puts forward the marketing strategy which accords with the characteristics of the market environment in Quanzhou. Under the guidance of strategy, this paper puts forward some marketing strategies which are conducive to establishing the image of Quanzhou Big Brand Pharmacy. Quanzhou National University Pharmacy chain is a brand new pharmaceutical company set up by National Pharmaceutical holding Company and Southeast Pharmaceutical Group. With the reform of domestic drug circulation field, there is fierce competition in many forms in the pharmaceutical retail industry. The situation of pharmaceutical retail products homogenization is serious, how to further expand the regional market of Quanzhou, expand market share, and form the brand advantage of National University pharmacy is an important problem to be solved urgently. Based on the analysis of the internal resources and marketing situation of the enterprise, it is found that there are some problems in the enterprise, such as insufficient execution of ERP system, lack of product differentiation, shortage of drug price advantage, shortage of pharmacists and so on. Five forces model analysis and SWOT analysis, from the macro, meso, micro three levels, the new situation of Quanzhou National University chain pharmacy marketing environment was systematically analyzed, and the market was re-subdivided. On the basis of this, the paper puts forward marketing strategy for different target customer groups, sets up a series of differentiated business models and store types, distinguishes special stores (including hospital cooperative stores, hospital peripheral stores, traditional Chinese medicine stores) and ordinary stores (flagship stores). Under the guidance of marketing strategy, the article puts forward the brand strategy of establishing the image of "National University Pharmacy", and the strategy of differentiated product management of National University Pharmacy. Differential pricing strategy, rural pharmaceutical market development strategy, pharmaceutical product promotion strategy, membership strategy, elderly health service strategy and differentiated service strategy. I hope that the marketing strategy put forward in this paper can be operable for Quanzhou National University chain pharmacy, and can achieve business breakthrough for enterprises. To promote the healthy and sustainable development of the company. At the same time, we hope to provide useful reference for the development of Chinese chain pharmacy industry through the research of this paper.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F721.7;F274

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