连锁药店企业的品牌管理研究

发布时间：2018-08-12 08:37

【摘要】：随着中国经济社会的发展和步入老龄化人口的增多,市场对药品的需求量也在不断加大,药品零售终端可以说是一块大蛋糕,很多药品零售企业都想从中分得属于自己的一块蛋糕,从而加入了药品零售药店的行列。据统计,全国目前有药店40多万家,连锁企业2000多家。然而,随着医疗改革政策的出台,对社区医疗的支持,例如医疗保险、零差价购药等都对药店的销量产生冲击;同时由于国家对药品零售市场的开放,很多外资的药店也进入中国市场,比如美国的Medicine shopper和美信药房,以及现在一些网络药店的出现,可以说药品零售市场是鱼龙混杂,竞争异常的激烈,利润变得也越来越微薄。在这样的市场环境下,虽然连锁药店企业在资本和规模上占有优势,但是也不得不面对激烈的市场竞争和药品低毛利带来的冲击,走品牌发展之路可以说是连锁药店企业的不二选择。但是在这一过程中有些连锁药店企业却出现品牌定位不清,品牌形象不佳等问题,这些都严重制约了连锁药店企业的发展。本文对连锁药店企业品牌的影响因素及其存在的问题进行分析,并通过问卷调查的方法,分析药品消费者购买行为的影响因素,在此基础上有针对性的提出关于连锁药店企业品牌管理的策略。
[Abstract]:With the development of China's economy and society and the increase of the aging population, the market demand for drugs is also increasing. Drug retail terminals can be said to be a big cake. Many drug retailers want to share a piece of their own cake, thus joining the ranks of drug retail pharmacies. According to statistics, there are more than 400,000 pharmacies nationwide, more than 2000 chain enterprises. However, with the introduction of the health care reform policy, support for community health care, such as medical insurance and zero-price purchase of medicines, all have an impact on the sales volume of pharmacies. At the same time, due to the opening of the country to the drug retail market, Many foreign drugstores have also entered the Chinese market, such as Medicine shopper and Mixin pharmacies in the United States, as well as the emergence of some online pharmacies. It can be said that the drug retail market is a mixture of fish and fish, the competition is unusually fierce, and profits are becoming more and more meagre. In such a market environment, although chain drugstore enterprises have advantages in capital and scale, they also have to face the impact of fierce market competition and low gross margin of medicines. To take the road of brand development can be said to be the choice of chain drugstore enterprises. However, in this process, some chain drugstore enterprises have some problems such as unclear brand positioning and poor brand image, which seriously restrict the development of chain drugstore enterprises. This paper analyzes the influencing factors and existing problems of the brand of chain drugstore enterprises, and through the method of questionnaire, analyzes the influencing factors of drug consumers' purchase behavior. On the basis of this, the strategy of brand management of chain drugstore enterprises is put forward.
【学位授予单位】：西南民族大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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