漱玉平民大药房有限公司营销战略研究

发布时间：2018-03-13 06:39

本文选题：漱玉平民　切入点：营销战略　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：因药品的特殊性,医药零售行业一直倍受政府和老百姓的关注。随着我国经济的高速发展和医疗保险制度改革的推动,医药零售行业有了快速的发展。2013年,中国药品零售市场整体规模达到2466.9亿元,药品零售连锁企业有3000多家,全国药店总数43万多家。药品零售市场的不断发展,使行业内企业之间的竞争不断加剧,这就给医药零售企业带来了新的机遇和挑战。漱玉平民大药房有限公司成立于2002年,是山东省首家平价药房。历经12年的积累与发展,公司已将连锁门店拓展到山东省11个地市。2014年公司销售额超过13.5亿元,连锁门店近600家,诊所30余家,是山东省医药零售连锁行业的龙头企业。本文在对国内外相关营销、竞争战略理论研究的基础上,对医药零售企业的经营做了详细分析和探讨。结合中国的发展环境和漱玉平民大药房的实际发展情况,制定出适合公司发展的营销战略,并提出相应的营销策略和营销战略实施保障。文章运用PEST、五力竞争模型等分析工具对漱玉平民公司的宏观环境、行业竞争情况进行分析,得出漱玉平民大药房的发展机会和外部威胁。通过公司内部资源的分析,得出漱玉平民大药房所拥有的资源优势和劣势。通过SWOT分析,得出漱玉平民大药房应该利用国家新版GSP实施之际,收购一些中小型连锁企业,快速增加规模；利用公司良好的品牌形象,重点加强品牌建设。通过市场细分,根据漱玉平民自身的实际情况和对各个细分市场的评估结果,选择目标市场。根据选择的细分市场中目标顾客群的特点,漱玉平民大药房选择平价药品超市、社区药店、药妆店、标准药店、诊所药店和网上药店几种经营模式。通过分析,漱玉平民大药房应该实施品牌营销战略,并将漱玉品牌定位为“平价、优质、专业”。公司应通过品牌营销战略的实施来进行市场渗透,强化“漱玉平民”品牌形象,提升顾客忠诚度,提高企业竞争力。本文通过分析提出了漱玉平民大药房品牌营销战略所需的实施策略,包括：产品策略、价格策略、促销策略、渠道策略。这些策略为战略实施提供了重要保障。之后,本文从公司文化建设优化、组织结构的优化、财务管理的优化、人力资源管理的优化等方面分析了漱玉平民大药房营销战略的实施保障体系。通过这一系列支撑体系,使漱玉平民大药房树立良好的品牌形象。论文的研究结论对漱玉平民大药房如何应对日趋激烈的竞争、提升市场竞争力将起到重要作用,也能够为其它医药零售企业的发展提供有益的借鉴和参考。通过对医药零售企业营销战略的研究,也有利于医药行业管理研究体系的完善及现有营销理论研究成果的丰富。
[Abstract]:Because of the particularity of drugs, the pharmaceutical retail industry has been the concern of the government and the common people. With the rapid development of our economy and the promotion of the reform of medical insurance system, the pharmaceutical retail industry has a rapid development. In 2013, The overall scale of China's drug retail market has reached 246.69 billion yuan, with more than 3, 000 drug retail chain enterprises and more than 430,000 pharmacies in the country. With the continuous development of the drug retail market, the competition among enterprises in the industry has been continuously intensified. This brings new opportunities and challenges to pharmaceutical retail enterprises. Shouyu civilian Pharmacy Co., Ltd. was established in 2002. It is the first affordable pharmacy in Shandong Province. It has accumulated and developed for 12 years. In 2014, the company's sales volume exceeded 1.35 billion yuan, nearly 600 chain stores and more than 30 clinics, which are the leading enterprises in the pharmaceutical retail chain industry of Shandong Province. On the basis of the research on the theory of competition strategy, this paper makes a detailed analysis and discussion on the management of pharmaceutical retail enterprises. Combining with the development environment in China and the actual development situation of the common people's large pharmacy, it formulates a marketing strategy suitable for the development of the company. And put forward the corresponding marketing strategy and the implementation of the marketing strategy protection. The article uses pest, five forces competition model and other analysis tools to analyze the macro environment and industry competition situation of Shuyu civilian company. Through the analysis of the internal resources of the company, the advantages and disadvantages of the resources owned by the civilian pharmacies of gargyu are obtained. Through SWOT analysis, It is concluded that Shuyu civilian pharmacy should use the new GSP to acquire some small and medium-sized chain enterprises, so as to rapidly increase its scale; to use the company's good brand image to focus on brand building; and to segment the market through market segments. According to the actual situation of the civilian population and the evaluation results of each market segment, the target market is selected. According to the characteristics of the target customer group in the selected subdivision market, the civilian pharmacies of gargle jade choose the inexpensive medicine supermarket, community pharmacy, Cosmetic stores, standard drugstores, clinical pharmacies and online drugstores. Through analysis, the common pharmacies should implement brand marketing strategy, and the brand of gargle jade should be positioned as "parity, high quality, good quality". Professional ". The company should carry on the market penetration through the implementation of the brand marketing strategy, strengthen the brand image of" gargle jade common people ", enhance the customer loyalty, This paper puts forward the implementation strategy of brand marketing strategy for common people's big pharmacy, including: product strategy, price strategy, promotion strategy, etc. These strategies provide an important guarantee for the implementation of the strategy. After that, this paper focuses on the optimization of corporate culture, the optimization of organizational structure, and the optimization of financial management. From the aspects of optimization of human resource management, this paper analyzes the security system for the implementation of the marketing strategy of Shouyu civilian pharmacy. Through this series of support systems, The conclusion of the paper will play an important role in how to cope with the increasingly fierce competition and enhance the market competitiveness. It can also provide useful reference for the development of other pharmaceutical retail enterprises. Through the research of marketing strategy of pharmaceutical retail enterprises, it is also conducive to the improvement of the pharmaceutical industry management research system and the rich research results of the existing marketing theory.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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