發(fā)布時間：2018-03-22 23:23

  本文選題：“吉林大藥房”　切入點：醫(yī)藥電子商務(wù)　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)時代日益興起,全球逐步進(jìn)入信息化,一方面為醫(yī)藥行業(yè)建立了更大發(fā)展空間,另一方面也影響了醫(yī)藥行業(yè)業(yè)態(tài)走勢�；ヂ�(lián)網(wǎng)對各行各業(yè)的帶動效應(yīng)日益加劇,與之緊密相關(guān)的O2O模式也成為大家關(guān)注的焦點,隨著政策的逐步開放,越來越多的互聯(lián)網(wǎng)公司涉足醫(yī)藥健康領(lǐng)域,更有實力者逐步發(fā)展醫(yī)藥電商O2O模式。吉林大藥房電子商務(wù)O2O的營銷策略進(jìn)行研究,不僅能夠提升消費者的購買體驗,也能使吉林大藥房在互聯(lián)網(wǎng)發(fā)展勢頭迅猛的今天更好地實現(xiàn)模式拓展。首先,本文簡要介紹了“吉林大藥房”醫(yī)藥電商平臺基本運營情況以及O2O營銷存在的問題;然后,針對企業(yè)營銷宏觀環(huán)境和微觀環(huán)境進(jìn)行分析;繼而,利用SWOT分析矩陣明晰吉林大藥房電子商務(wù)O2O發(fā)展當(dāng)中的優(yōu)劣所在;最后,本文對吉林大藥房電子商務(wù)O2O進(jìn)行了STP分析,然后以服務(wù)營銷的7Ps營銷理論為基礎(chǔ)為吉林大藥房網(wǎng)絡(luò)訂餐平臺制定了O2O營銷策略。研究結(jié)果表明:(1)吉林大藥房平臺市場潛力還未打開,應(yīng)及時調(diào)整原有盈利模式,逐漸增加健康服務(wù)項目及水平,實現(xiàn)平臺差異化;(2)宏觀環(huán)境上,國家利好政策的開放以及穩(wěn)定的經(jīng)濟(jì)環(huán)境,有利于吉林大藥房平臺健康穩(wěn)定發(fā)展,也為線上健康咨詢、疾病診斷等相應(yīng)服務(wù)預(yù)見良好未來;微觀環(huán)境上,吉林大藥房省內(nèi)領(lǐng)先的行業(yè)地位以及穩(wěn)定的線下會員群體將對O2O平臺的推廣產(chǎn)生一定的助推作用;(3)吉林大藥房應(yīng)依托吉林大藥房及亞泰的品牌優(yōu)勢,利用線下300萬會員影響力,不斷提升健康服務(wù)水平,加大平臺差異化打造,增強核心競爭力。(4)吉林大藥房可以針對不同的目標(biāo)市場推出品牌甄選、品質(zhì)精選、大眾優(yōu)選三個商品分類模塊,將平臺商品及服務(wù)捆綁,使其充分滿足高、中、低三檔消費者需要。由此,本文吉林大藥房應(yīng)從服務(wù)營銷理念出發(fā),建立以親情化、專業(yè)化服務(wù)為導(dǎo)向的企業(yè)文化,增加激勵維度,深化崗位激勵手段,及時解決執(zhí)行中遇到的問題,做好資金使用及運轉(zhuǎn)工作,打造東北最具影響力的大健康服務(wù)平臺,使吉林大藥房持續(xù)保持行業(yè)領(lǐng)先地位。
[Abstract]:With the rising of the Internet era and the gradual entry of information technology in the world, on the one hand, it has established a greater space for the development of the pharmaceutical industry, on the other hand, it has also affected the trend of the pharmaceutical industry. The closely related O2O model has also become the focus of attention. With the gradual opening of the policy, more and more Internet companies are involved in the field of medicine and health. The more powerful people are gradually developing the O2O model of pharmaceutical e-commerce. The research on the marketing strategy of E-commerce O2O in Jilin Big Pharmacy can not only enhance the consumer's purchase experience, It can also make Jilin Big Pharmacy realize better mode expansion today when the Internet is developing rapidly. Firstly, this paper briefly introduces the basic operation situation of "Jilin Big Pharmacy" pharmaceutical e-commerce platform and the problems existing in O2O marketing. This paper analyzes the macro and micro environment of enterprise marketing; then, using the SWOT analysis matrix to clarify the advantages and disadvantages of the development of Jilin pharmacy e-commerce O2O. Finally, this paper carries out STP analysis of Jilin pharmacy e-commerce O2O. Then, based on the 7Ps marketing theory of service marketing, an O2O marketing strategy is formulated for the online food ordering platform of Jilin Big Pharmacy. The research results show that the market potential of Jilin Big Pharmacy platform has not been opened yet, so the original profit model should be adjusted in time. Gradually increasing the items and levels of health services and realizing the platform differentiation in macro environment, the opening up of national favorable policies and a stable economic environment are conducive to the healthy and stable development of the platform of Jilin Big Pharmacy, and also to the online health consultation. Disease diagnosis and other corresponding services foresee a good future; micro environment, Jilin Big Pharmacy has a leading position in the industry and a stable offline membership group, which will give a certain boost to the promotion of the O2O platform. The Jilin Big Pharmacy should rely on the brand advantages of Jilin Big Pharmacy and Yatai, and make use of the influence of 3 million members below the line. Jilin Big Pharmacy can promote brand selection, quality selection and mass selection for different target markets by increasing the level of health services, building up platform differentiation, and enhancing core competitiveness. The platform goods and services are bundled to fully meet the needs of high, middle and low third class consumers. Therefore, this article Jilin pharmacy should set out from the service marketing concept, establish a kindred, professional service oriented corporate culture, Increase the incentive dimension, deepen the post incentive means, timely solve the problems encountered in the implementation, do a good job in the use and operation of funds, create the most influential health service platform in Northeast China, so that Jilin pharmacies can keep the leading position in the industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F721

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本文編號：1650860