本文選題：東阿阿膠 + OTC終端市場(chǎng)　； 參考：《廣西師范大學(xué)》2015年碩士論文

【摘要】：“計(jì)劃--定價(jià)--廠牌--供銷路線--人員銷售--廣告--促銷--包裝--陳列--扶持--實(shí)體分配--市場(chǎng)調(diào)研”這一營(yíng)銷組合策略最先是在20世紀(jì)50年代出現(xiàn),是由尼爾·鮑頓提出的可以很好地指導(dǎo)企業(yè)在實(shí)際中開展?fàn)I銷活動(dòng),其中“供銷路線、人員銷售、陳列、扶持、實(shí)體分配”等策略被現(xiàn)代營(yíng)銷渠道策略作為理論基礎(chǔ),另外,它是在理論上界定市場(chǎng)營(yíng)銷的研究范圍的第一組合策略。當(dāng)醫(yī)藥市場(chǎng)不斷展現(xiàn)新的局面,OTC藥品終端市場(chǎng)對(duì)于它的發(fā)展起到了關(guān)鍵作用,影響日益深遠(yuǎn),因而,做好OTC的終端管理極為有必要。然而一些廠商沒有充分全面的認(rèn)識(shí)到OTC終端管理在終端市場(chǎng)發(fā)展中的深刻地位,而盲目的斥資投入大量廣告,大幅度提高了終端費(fèi)用,但卻沒有得到想要的結(jié)果,換來的是OTC產(chǎn)品的銷售額一如既往,并沒有什么大的變化。這一情況同樣出現(xiàn)在東阿阿膠公司,面對(duì)連年增長(zhǎng)的廣告投入和公司費(fèi)用,以及幾乎沒有提升的產(chǎn)品銷售額,卻依然沒有找到合適有效的方法使OTC終端市場(chǎng)有序高效運(yùn)行。顯而易見,不斷強(qiáng)化東阿阿膠OTC終端市場(chǎng)的管理,讓其完全發(fā)揮作用,以使東阿阿膠終端銷售更上一個(gè)層次,是東阿阿膠公司發(fā)展道路上必須解決的問題。本文依據(jù)對(duì)東阿阿膠公司終端市場(chǎng)的情況調(diào)查,分析目前存在的終端管理問題,并探討得到其在管理方面的關(guān)鍵因素。分析內(nèi)容包括東阿阿膠的主要競(jìng)爭(zhēng)對(duì)手、購買群體以及各銷售藥店終端表現(xiàn),并結(jié)合銷售促進(jìn)理論和藥品零售店的市場(chǎng)定位理論,以及一系列消費(fèi)群體購物理論(主要為購物導(dǎo)向、動(dòng)力和行為學(xué)理論),大致理清了東阿阿膠終端管理的運(yùn)行路線,并對(duì)東阿阿膠的終端運(yùn)行做出了具體規(guī)劃,主要是針對(duì)其運(yùn)作中鋪貨率較低和目標(biāo)模糊不清,還有硬終端單一的操作手段和SP活動(dòng)的組合應(yīng)用缺乏以及產(chǎn)品展示混亂無序,無法科學(xué)有效的協(xié)調(diào)等漏洞,這一新的規(guī)劃不僅包含鋪貨管理、產(chǎn)品展示的協(xié)調(diào),還涉及硬終端的運(yùn)作方案和銷售促進(jìn)的合理策劃。另外,還以實(shí)用為準(zhǔn)則,研究制定了包括行為規(guī)范準(zhǔn)則在內(nèi)的保證方案以確保該新規(guī)劃有序高質(zhì)量運(yùn)行。這套保證方案高強(qiáng)度的為東阿阿膠的OTC終端管理指明了方向,而且便于操作,同時(shí)在一定程度上成為了同類企業(yè)運(yùn)行終端市場(chǎng)的模范方案。
[Abstract]:"Planning-pricing-label-supply and marketing route-people sales-advertising-promotion-packaging-display-support-physical distribution-market research" the marketing mix strategy first emerged in the 1950s. Put forward by Neil Bowden, it can well guide enterprises to carry out marketing activities in practice, in which "supply and marketing routes, personnel sales, display, support, physical distribution" and other strategies are used as the theoretical basis of modern marketing channel strategies. It is the first combination strategy to define the scope of marketing research theoretically. When the pharmaceutical market continues to show a new situation, OTC drug terminal market has played a key role in its development, and the impact is increasingly far-reaching. Therefore, it is very necessary to do a good job in terminal management of OTC. However, some manufacturers do not fully realize the profound position of OTC terminal management in the terminal market development, and blindly invest a large amount of advertising, which greatly increased the terminal cost, but did not get the desired results. In return, the sales of OTC products as always, and there is no major change. This is also true of the company, which has found no appropriate and effective way to make the OTC terminal market run efficiently and orderly in the face of annual growth in advertising spending and company fees, and little improvement in product sales. It is obvious that strengthening the management of the OTC terminal market and making it play a full role in order to make the sales of the Ejiao terminal to a higher level is the problem that must be solved on the way of the development of the company. Based on the investigation of the terminal market of Donga Gel Company, this paper analyzes the existing problems of terminal management, and discusses the key factors of its management. The contents of the analysis include the main competitors, the purchasing group and the terminal performance of each sales drugstore, and combined with the theory of sales promotion and the market positioning theory of drug retail stores. As well as a series of consumer group shopping theories (mainly for shopping orientation, motivation and behavior theory), it roughly clarifies the running route of the terminal management of Dong'ai Gelatin, and makes a specific plan for the terminal operation of Dong'ai Gelatin. It mainly aims at the problems of low delivery rate and vague target in operation, lack of combination application of single operation means of hard terminal and SP activities, confusion and disorder of product display, inability to coordinate scientifically and effectively, etc. This new plan involves not only the coordination of shop management and product presentation, but also the operation of hard terminals and the rational planning of sales promotion. In addition, based on the criterion of practicality, a guarantee scheme, including the code of conduct, is developed to ensure that the new plan runs in an orderly and high quality manner. The high intensity of this guarantee scheme indicates the direction of the OTC terminal management of Ejiao, and it is easy to operate, and to a certain extent, it has become a model scheme for the terminal market of the similar enterprises.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.82

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