济心堂大药房营销策略分析.docxVIP

率対工軽黴ih支佑學院经管学院 毕业设计（论文） 题 目: 学生姓名: 学 号: 班 级: 指导教师: 济心堂大药房营销策略分析 王斌 2012070230 营销」 周科 2015年1月5日 【摘要】: 我国药品零售业经过近儿年的发展，药店数量急剧增长，零售药店的竞争也日渐 激烈。而对于以就I矢顾客为导向的今天，药店营销策略制定的恰当是否对经营成败具 有关键性的影响。 本文以I矢药零售企业济心堂大药房为研究对象，首先通过对济心堂大药房宏观环 境、微观环境、行业竞争情况、竞争对手以及药店自身拥有的资源进行综合分析。再 通过应用零售企业管理理论以及I矢药营销的理论进行研究分析济心堂大药房的经营情 况和营销策略，发现它的竞争优势，以及济心堂大药房存在的一些问题，特别是在营 销方面上出现的问题。根据济心堂大药房的目标市场特点和市场定位，从产品和服务 组合策略、价格策略、渠道策略和销售促进这四个方面进行深入探讨，为济心堂大药 房提供一些参考意见和改进方向，也希望给其它同类药店发展提供有益的借鉴。 【关键词】:济心堂大药房；零售；营销策略 [ABSTRACT] After several years of development of Chinese pharmaceutical retail industry, sharp growth in the rmmber of pharmacies and retai 1 pharmacies are increasing!y fierce competition. For customer-oriented to a doctor today, Pharmacy develop appropriate marketing strategies pharmacy whether management has a critical impact on the success or failure. In this article, we make the JT XTN TANG pharmcicy, one of the chain drug store enterprises. First, T makeacomprehensive analysis of the JT XTN TANG pharmacy, by surveying at their macro environment emd micro environment, industry competition, competitors and their own resources pharmacies. Then, basing on the domestic and Tn ter national theori es of chain business and ret ail business, I analyzes its basic conditions and marketing strategies, discover its competitive advantage, studies the inf1uenee the marketing strategy has on the sales deeply; and find its existing in some problems, especially on emerging issues in marketing strategy. Accordingto the company‘ s target market characteristics and its retail form, join togetherthe company‘ s opportunity and chai 1 enge, T take a discussion from four aspects: they are the goods emd service mixing stmtegy , the price strategy, the channel development strategy and the promotion strategy, to provides some referable advice and directions of reform, in the meantime, I also hope this article can provide usefulreferences to other similar pharmacies. LKey words) : JT XIN TANG pharmacy; Retai 1; Marketing str