同仁堂连锁药店的营销策略研究(修改版)2.docVIP

同仁堂连锁药店的营销策略研究 摘 要 伴随着全球经济一体化的发展，我国经济取得了很大的进步，而我国的医药销售行业也随着整个世界的经济形势，面临着各种机遇与挑战。医药销售企业面临的不再仅仅只是来自国内的各种竞争，更多的也许是来自世界各国的竞争，这就要求我国的销售企业要不断创新，要紧跟世界医药销售的步伐，在经济全球化的时代，能够用有自己的一席之地，而不至于被淘汰。 同仁堂药业是我国医药销售行业的佼佼者，通过经历多年的风雨，同仁堂药业在中国的多个城市已经成立了数百家的连锁药店，在中国的众多医药销售企业中能够独树一帜。同仁堂药业的成功有其自身的很多优势，但是在世界经济全球化到来的今天，再加上互联网技术的飞速发展，同仁堂药业依然会面临各种或多或少的营销问题。 本文在分析同仁堂药业发展历程的基础上，结合同仁堂药业过去的营销策略所存在的一些问题，从而提出相应的改进意见，为中国医药连锁的营销事业给出一定的参考意见。 关键词：连锁药店；零售；同仁堂；营销策略 Abstract With the development of economic globalization , Chinas economy has made great progress, and Chinas pharmaceutical sales industry along with the entire world economy is facing a variety of challenges and opportunities. Pharmaceutical sales companies face no longer just come from a variety of domestic competition , perhaps more competition from around the world , which requires the sale of our business to continue to innovate to keep up with the pace of the worlds pharmaceutical sales in the global economy era , can have their own place to use it, rather than be eliminated. Tong Ren Tang Pharmaceutical is the industry leader in Chinas pharmaceutical sales through after years of wind and rain, Tong Ren Tang Pharmaceutical in several cities in China have set up hundreds of chain pharmacies , pharmaceutical sales in China s large enterprises can be unique . Tong Ren Tang Pharmaceutical success has many advantages of its own , but the advent of economic globalization in the world today, coupled with the rapid development of Internet technology, Tong Ren Tang Pharmaceutical will still be faced with a variety of more or less marketing issues . Based on the analysis of Tong Ren Tang Pharmaceutical development process , combined with a number of issues over the past Ren Tang Pharmaceutical marketing strategies that exist , which made the appropriate improvements, give some advice to China Pharmaceutical Chain Reference marketing career. Keywords: chain drugstore; retail;tong ren tang; marketing strategy 目 录 1前 言 1 1.1研究背景 1 1.2研究的目的与意义 1 2 同仁