【作者】 陈婷；

【导师】 李真；

【作者基本信息】 华东师范大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着我国社会老龄化进程的加快,老年人保健及用药需求急剧增加,以及国家医改政策的进一步实施,连锁药店的竞争环境发生了巨大改变,实体连锁药房的营销策略也需要随之调整。本文以KN医药零售连锁有限公司为研究对象,首先运用PEST模型分析药品零售行业的宏观环境;然后运用波特五力分析法分析KN药房的行业竞争环境,对目前现有竞争情况、行业的发展趋势等进行分析;并通过实地调研对KN连锁药房的内部微观环境进行了细致的梳理和分析,了解了KN药房的营销现状。采取问卷调研和KN药房管理层访谈的方式,进一步了解KN药房的经营现状,发现其经营存在产品选取不科学、市场低价抢占市场、渠道布局仍需调整、促销模式较为老套和客户服务水平较低等问题。随后通过STP市场细分理论,明确了KN药房的目标市场和专业化的市场定位。最后通过4Ps理论从产品、价格、渠道、促销和会员管理五个方面提出了KN连锁药房应采取差异化产品策略、分类动态价格策略、拓宽销售渠道策略、精准联合促销策略和会员分级营销策略等优化方案。并探了讨人力资源保障、资金投入保障、信息化保障和制定相应管理制度等措施,以促使营销策略优化方案可以顺利推进,并达到预期效果使KN连锁药房扭亏为盈。论文对于KN连锁药房营销策略的研究有助于KN药房梳理营销资源,更好的调整药房营销方向,抓住银发市场、互联网医药市场以及政策推动的处方外流的政策红利,提高KN连锁药房的盈利能力和市场竞争力。同时,为同类型企业探索营销问题时提供参考。更多还原

【Abstract】 With the rapid aging of Chinese society,the demand for health care and drug use of the elderly increases sharply.With the further implementation of the national medical reform policy,the competition environment of chain pharmacies has changed greatly,and the marketing strategy of entity chain pharmacies also needs to adjust accordingly.Taking KN Pharmaceutical retail Chain Co.,Ltd.as the research object,PEST model was used to analyze the macro environment of pharmaceutical retail industry.Then,Porter’s five forces analysis method was used to analyze the industry competition environment of KN pharmacy,the current competition situation and the development trend of the industry were analyzed.Through field research,the internal microenvironment of KN chain pharmacy was carefully combed and analyzed,and the marketing status quo of KN pharmacy was understood.By means of questionnaire survey and interview with KN pharmacy management,we further understand the operating status of KN pharmacy,and find that there are some problems in its operation,such as unscientific product selection,market capture at low prices,channel layout still needs adjustment,old-fashioned promotion mode and low customer service level.Then through STP market segmentation theory,the target market and specialized market positioning of KN pharmacy were defined.Finally,according to 4Ps theory,KN chain pharmacy should adopt differentiated product strategy,classified dynamic price strategy,expanded sales channel strategy,precise joint promotion strategy and hierarchical member marketing strategy from five aspects,such as product,price,channel,promotion and member management.And explore the human resources guarantee,capital investment guarantee,information security and the development of management system and other measures,so as to promote the optimization of marketing strategy can be smoothly promoted,and achieve the expected effect,the purpose of KN chain pharmacy to turn a loss into a profit.The research on the marketing strategy of KN chain pharmacy in this paper will help KN pharmacy to sort out marketing resources,better adjust the direction of pharmacy marketing,seize the policy dividend of the silver market,the Internet medicine market and the prescription outflow driven by policies,and improve the profitability and market competitiveness of KN chain pharmacy.At the same time,it provides reference for similar enterprises to explore marketing problems.更多还原