【摘要】：隨著我國醫(yī)藥零售市場的放開和國家加快發(fā)展藥品零售連鎖經(jīng)營相關政策的出臺,我國各地區(qū)零售連鎖藥店數(shù)量快速增長,零售連鎖藥店之間的競爭也日益激烈。但是,目前藥品零售行業(yè)之間的競爭基本上還是以降低藥品價格為主要手段,這已經(jīng)阻礙了藥品零售行業(yè)的發(fā)展和壯大。在這種情況下,零售連鎖藥店要在競爭中取勝,就要根據(jù)自身情況,從產(chǎn)品、價格、渠道和促銷等方面制訂行之有效的市場營銷策略,提高市場競爭力。本文通過對寧夏X零售連鎖藥店的研究,依據(jù)市場營銷相關理論,運用文獻查閱、市場調(diào)研等方法,并借鑒一些國內(nèi)連鎖藥店成功的經(jīng)驗,首先運用PEST模型,對寧夏區(qū)內(nèi)的藥品零售行業(yè)營銷環(huán)境進行分析；然后運用波特五力模型,分析寧夏X零售連鎖藥店的競爭環(huán)境,找出企業(yè)目前存在的營銷問題；最后結(jié)合寧夏X零售連鎖藥店自身實際情況,提出有針對性營銷策略。通過研究,希望能夠促進寧夏X零售連鎖藥店健康、可持續(xù)發(fā)展。同時,希望能夠?qū)^(qū)內(nèi)其它零售連鎖藥店的發(fā)展提供參考和借鑒。
[Abstract]:With the opening up of China's pharmaceutical retail market and the introduction of the related policies of the state to accelerate the development of drug retail chain operation, the number of retail chain drugstores in various regions of China is growing rapidly, and the competition among retail chain drugstores is becoming increasingly fierce. However, at present, the competition between the pharmaceutical retail industry is basically to reduce the drug price as the main means, which has hindered the development and growth of the pharmaceutical retail industry. In this case, if retail chain drugstores want to win the competition, they should draw up effective marketing strategies from the aspects of product, price, channel and promotion according to their own situation, so as to improve the market competitiveness. Based on the research of Ningxia X retail chain drugstore, according to the theory of marketing, using the methods of literature review, market research and so on, and drawing lessons from the successful experience of some domestic chain drugstores, this paper first uses the PEST model, The marketing environment of drug retail industry in Ningxia is analyzed. Then it analyzes the competitive environment of Ningxia X retail chain drugstore by using the Porter five force model, and finds out the marketing problems existing in the enterprise at present. Finally, combining with the actual situation of Ningxia X retail drugstore, this paper puts forward the targeted marketing strategy. Through the research, we hope to promote the health and sustainable development of Ningxia X retail drugstore chain. At the same time, I hope to provide reference and reference to the development of other retail chain drugstores in the region.
【學位授予單位】：寧夏大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F721.7;F274

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本文編號：2455018