摘要
深圳市新鑫药房公司市场营销策略研究
经济高速发展、医疗保险改革、人们保健意识提高推动了我国医药零售行
业近年来快速发展。同时，我国医药零售行业也面临发展的严峻挑战，如零售
药店房租、员工薪酬等运营成本快速上涨、网上药店给传统零售药店带来巨大
冲击、执业药师等专业人才缺乏等。深圳市新鑫药房公司是一家植根于深圳区
域市场的医药零售企业，成立于 2006 年。目前，我国医药零售企业处于机遇和
挑战并存的关键时期，深圳市新鑫药房公司制定并实施合适的市场营销策略方
能把握机遇、迎接挑战

论文以深圳市新鑫药房公司为研究对象。首先概述了论文的研究背景与意
义、研究方法与内容、理论基础和文献综述。接着，在介绍深圳市新鑫药房公
司经营模式、经营产品、经营理念和组织架构的基础上，分析了深圳市新鑫药
房公司的市场营销存在商品多元化程度不高、商品价格优势不足、市场促销手
段单一、网络营销工作未开展等问题。论文系统的分析了深圳市新鑫药房公司
的市场营销环境，在宏观层面运用 PEST 分析法分析了零售药店宏观环境；在中
观层面运用波特五力模型分析了零售药店的竞争环境；在微观层面运用 SWOT 分
析法分析了深圳市新鑫药房公司的内部环境。论文在细分深圳市医药零售市场
的基础上，经过分析确定了深圳市新鑫药房公司的目标市场和市场定位；提出
深圳市新鑫药房公司应从产品策略、价格策略、促销策略、渠道策略四个方面
去设计其市场营销策略组合。最后，论文认为深圳市新鑫药房公司应从企业文
化优化、组织结构优化、财务管理优化、人力资源优化四个方面去保障其市场
营销策略的顺利实施

基于分析过程，论文得出下述结论，第一，深圳市新鑫药房有限公司作为
深圳地域一家中型的医药零售企业要想赢得生存和发展，必须要对企业在市场II
营销上存在的问题有清醒的认识。第二，深圳市新鑫药房有限公司的经营管理
者必须时刻关注行业宏观环境和竞争环境的变化并相应调整市场营销策略。第
三，深圳市新鑫药房有限公司需运用现代化营销手段去克服自身劣势、发挥自
身优势、规避外部威胁、把握外部机遇。第四，新鑫药房公司将目标顾客群体
应重点定位在女性群体、老龄人口、青少年

论文研究有助于深圳市新鑫药房有限公司提升市场竞争力、促进企业健康
可持续发展，同时有益于完善我国医药零售行业的销售体系，为我国医药零售
企业的发展提供一定的借鉴

关键词：
医药零售，营销环境，营销策略III
ABSTRACT
Research on Marketing Strategy of
Shenzhen Xinxin Pharmacy Company
Rapid economic development, medical insurance reform, people&39;s awareness of
health care to promote China&39;s pharmaceutical retail industry in recent years, rapid
development. At the same time, China&39;s pharmaceutical retail industry is also facing
the development of serious challenges, such as retail pharmacies rent, staff salaries
and other operating costs rose rapidly, online pharmacies to the traditional retail
pharmacies bring great impact, professional pharmacists and other professionals lack.
Shenzhen Xinxin pharmacy company is a rooted in the Shenzhen regional market of
pharmaceutical retail enterprises, was established in 2006. At present, China&39;s
pharmaceutical retail enterprises in the opportunities and challenges coexist in a
critical period, Shenzhen Xinxin pharmacy company to develop and implement the
appropriate marketing strategy to seize the opportunity to meet the challenges.
The paper takes Xinxin Pharmacy Company of Shenzhen City as the research
object. Firstly, it summarizes the research background and significance, the research
methods and contents, the theoretical basis and the literature review. Then, on the
basis of introducing the business model, operating product, management idea and
organization structure of Xinxin pharmacy company in Shenzhen, this paper
analyzes the market diversification of Shenzhen Xinxin Pharmacy Company, and the
lack of commodity price advantage. Promotion means a single, network marketing
work is not carried out and other issues. This paper analyzes the marketing
environment of Xinxin Pharmacy Company in Shenzhen City, analyzes the macro
environment of retail pharmacies from the macroscopic level by PEST analysis
method, analyzes the competitive environment of retail pharmacies from the
perspective of Porter&39;s five-dimensional model, Analysis of the internal environment
of Shenzhen Xinxin Pharmacy Company by SWOT Analysis. Based on the analysisIV
of the pharmaceutical retail market in Shenzhen, this paper analyzes the target
market and market positioning of Xinxin Pharmacy Company in Shenzhen City. It is
suggested that Xinxin Pharmacy Company of Shenzhen should put forward the
strategy of product strategy, price strategy, promotion strategy, channel strategy To
design their marketing strategy portfolio. Finally, the paper holds that Xinxin
Pharmacy Company of Shenzhen City should ensure the smooth implementation of
its marketing strategy from four aspects: enterprise culture optimization,
organizational structure optimization, financial management optimization and human
resource optimization.
Based on the analysis process, the paper draws the following conclusions. First,
Shenzhen Xinxin Pharmacy Co., Ltd., as a medium-sized pharmaceutical retail
enterprise in Shenzhen, wants to win the survival and development, and it must be
clear about the problems in the marketing of the enterprise The knowledge. Second,
the Shenzhen Xinxin Pharmacy Co., Ltd. managers must always pay attention to the
industry&39;s macro environment and competitive environment changes and adjust the
marketing strategy accordingly. Third, Shenzhen Xinxin Pharmacy Co., Ltd. need to
use modern marketing means to overcome their own disadvantages, to play their
own advantages, to avoid external threats, grasp the external opportunities. Fourth,
the new Xin pharmacy company will focus on the target customer groups in the
female group, the elderly population, young people.
The research will help Shenzhen Xinxin Pharmacy Co., Ltd. enhance the
market competitiveness and promote the healthy and sustainable development of the
enterprise. At the same time, it will help improve the sales system of China&39;s
pharmaceutical retail industry and provide some reference for the development of
China&39;s pharmaceutical retail enterprises.
Key words:
Pharmaceutical retail, marketing environment, marketing strategyV
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义 .... 1
1.2 研究方法与内容 .... 3
1.3 理论基础和文献综述 ........ 4
第 2 章 新鑫药房公司基本情况及市场营销存在的问题..... 10
2.1 新鑫药房公司基本情况 .. 10
2.2 新鑫药房公司市场营销存在的问题...... 11
第 3 章 新鑫药房公司市场营销环境分析..... 15
3.1 零售药店宏观环境分析 .. 15
3.2 零售药店竞争环境分析 .. 21
3.3 新鑫药房公司的 SWOT 分析..... 27
第 4 章 新鑫药房公司市场营销策略设计与实施..... 31
4.1 深圳市医药零售市场的细分 ...... 31
4.2 新鑫药房公司目标市场与市场定位...... 32
4.3 新鑫药房公司的市场营销策略组合...... 34
4.4 新鑫药房公司的市场营销策略实施保障.......... 42
结 论 ..... 47
参考文献 . 48
致 谢 ..... 501
第 1 章 绪论
1.1 研究背景与意义
1.1.1 研究背景
经济高速发展、医疗保险改革、人们保健意识提高推动了我国医药零售行
业近年来快速发展。中康 CMH 监测数据显示，2016 年我国零售药店数量为 44.7
万个，医药零售市场规模达3377亿元。下图1.1是近年来我国零售药店销售规
模和增长速度，我国零售药店的销售规模从 2012 年的 2309 亿元增长达到 2016
年的 3377 亿元，增长迅速。值得注意的是，2016 年我国零售药店销售规模同
比仅增长 9.2%，增长势头趋缓

图 1.1 我国零售药店在 2012 年-2016 年的销售规模和增长率
目前，我国医药零售行业面临发展的重大机遇。商务部在 2016 年 12 月颁
布《全国药品流通行业发展规划（2016-2020 年）》，提出推动我国医药零售
企业向集中化、规模化方向发展。我国社会已步
。。。以上简介无排版格式，详细内容请下载查看