口碑营销传播是中小药店竞争制胜的有力工具（Word of mouth marketing communication is a powerful tool for small and medium-sized pharmacies to win the competition）.docVIP

口碑营销传播是中小药店竞争制胜的有力工具（Word of mouth marketing communication is a powerful tool for small and medium-sized pharmacies to win the competition） In the fierce competition in the medical market, small and medium-sized pharmacy is a group of vulnerable groups, their remote location, the cost of drug procurement due to the high retail price is also high, therefore, few customers interested, if things go on like this, can seem to be the only closed copy. However, Every cloud has a silver lining., as long as we use well WOM the powerful competitive tools, can also be differentiated competition and large pharmacies or large chain pharmacies, so as to gain the chance of survival and development. There are two main channels for ordinary consumers to obtain information about drugs or health care products: one is the mass media advertisements made by large pharmaceutical companies, and two is through oral presentations from friends or other people. However, in the era of fierce market competition, excessive dissemination of drugs or health care products is a common phenomenon. Face every day all kinds of ads bombing, consumers have been numb and bored, and now many advertising spread false information, or exaggerate the function of drug treatment to mislead consumers, hurt consumer confidence in advertising, which reduces the reliability of drugs or health products in the minds of consumers. Word of mouth marketing communication has an immeasurable effect on the reliability and persuasiveness of drugs or health care products information. Many studies and surveys have shown that word-of-mouth marketing is much better than the traditional advertising in persuasion and effort. Similar drugs or health care products, for advertising and friends recommend brands, most people will accept the advice of friends. The survey shows that a satisfied customer can cause 8 potential transactions, at least two of which can be concluded; an unsatisfied customer is enough to hinder the purchase inte