本文以医药连锁店凤林连锁药店为研究对象，通过研究发现其在营销状况中存在 的问题，为其制定更有针对性的营销策略。因此，本文运用国内外的 市场营销相关理 论对药店的市场环境进行分析，提出了适合本连锁药店市场环境的营销战略，在战略 的指导下提出了若干有利于其树立品牌形象的营销策略。 随着医药零售行业 激烈的多业态竞争，医药零售品同质化严重，如何进一步扩大 市场，扩大市场份额，形成凤林连锁药店品牌优势，是亟需解决的问题。 本文通过对药店的内部资源和外部环境进 行分析，发现其中存在诸多问题，诸如 产品差异化不明显，药品价格优势不足，店员医药知识不强，服务理念和服务流程滞 后等问题。文章结合了 PEST 分析法、五力模型分析 法、以及 SWOT 分析法，从宏观、 中观、微观三个层面对凤林连锁药店进行了系统分析，对市场进行了细分，对不同目 标顾客群提出不同的差异化营销策略，将凤林连锁药店打 造成提供专业服务的品牌药 店。 希望本文提出的营销策略能够对凤林连锁药店具有可操作性，使其能够实现经营 突破。同时希望通过本文的研究为我国同类连锁药店提供借鉴。 关键词：连锁药店 市场定位 营销策略昆明理工大学专业学位硕士学位论文 高密市凤林连锁药店营销策略研究 II Abstract This paper takes Fenglin drugstore chain as the research object, finds out the problems in its marketing strategies for it.Therefore, this paper analyzes the market environment of the drugstore by using relevant theories of marketing at home and abroad, and puts forward the marketing strategy suitable for the market environment of the store. Under the guidance of the strategy, this paper puts forward some marketing strategies which are beneficial to the establishment of the brand image. With the fierce multi-format competition in the pharmaceutical retail industry, the homogenization of pharmaceutical retail products is serious. How to further expand the market, expand the market share and form the brand advantage of Fenglin drugshore chaiin is an urgent problen to be solved. Through the analysis of the internal resources and external environment of the drugstore,this paper finds that there are many problems, such as product differentiation is not obvious, drug price advantage is insufficient,medical knowledge of the clerk is not shrong, service concept and service process lagbining with PEST analysis,five model analysis and SWOT analysis,from three aspects:macro,meso and microforFenglindrugshore chaiin has carried on the system analysis on the market segmentation, differentiation of different target customers put forward different marketing strategy,will wind Fenglin drugshore chaiin in providing professional service brand of pharmacy.A series of marketing strategies are put foward under the guidance of marketing shrategy. It is hoped that the marketing strstegy proposed in this paper can be operable to the Fenglin drugshore chaiin, so that it can achieve a breakthrough in operation. At the same time, the author hopes to provide reference for similar chain pharmacies in China. Keywords: chain drugstore;market positioning; marketing planning昆明理工大 学专业学位硕士学位论文 高密市凤林连锁药店营销策略研究 i 目 录 摘 要.......................................................................................................................................I Abstract...............................................................................................................................II 第一章 导 论.......................................................................................................1 1.1 研究背景及意 义...................................................................................1 1.1.1 研究背 景.....................................................................................1 1.1.2 研究意 义.....................................................................................2 1.2 国内外研究现状综 述...........................................................................3 1.2.1 国外连锁药店发展研究综 述.....................................................3 1.2.2 国内连锁药店研究综述.............................................................4 1.3 研究内 容与方法...................................................................................5 1.3.1 研究内 容.....................................................................................5 1.3.2 研究方 法.....................................................................................6 1.3.3 研究框 架.....................................................................................6 1.3.4 主要创新 点........................................................ 第二章 相关理论概 述.......................................................................................9 2.1 研究的基础理 论...................................................................................9 2.1.1 PEST 分析 法................................................................................9 2.1.2 波特五力分析模 型.....................................................................9 2.1.3 SWOT 分析 法..............................................................................10 2.2 相关概 念.............................................................................................11 2.2.1 自由连锁药 店...........................................................................11 2.2.2 营销理论及营销策 略...............................................................11 第三章 凤林连锁药店营销现状及问 题.........................................................14 3.1 凤林连锁药店简 介.............................................................................14 3.2 凤林连锁药店营销现 状.....................................................................14 3.2.1 产 品...........................................................................................14 3.2.2 价 格...........................................................................................14昆明理工大学专业学位硕士学位论文 高密市凤林连锁药店营销策略研 究 ii 3.2.3 渠道...........................................................................................15 3.2.4 促 销...........................................................................................15 3.3 凤林连锁药店存在问 题.....................................................................15 3.3.1 产品差异化不 高.......................................................................15 3.3.2 产品价格优势不 足...................................................................16 3.3.3 人员专业水平和服务水平有待提高......................................16 3.3.4 渠 道跟促销手段单一...............................................................17 第四章 凤林连锁药店营销环境分 析.............................................................18 4.1 凤林连锁药店宏观环境分析.............................................................18 4.1.1 政策环境...................................................................................18 4.1.2 经济环 境...................................................................................19 4.1.3 社会人文环 境...........................................................................20 4.1.4 技术环 境...................................................................................22 4.2 凤林连锁药店行业竞争环境分 析.....................................................23 4.2.1 现有竞争者的竞争...................................................................24 4.2.2 潜在新进入者的威胁................................................................24 4.2.3 替代产品或服务的威 胁...........................................................25 4.2.4 供应者的议价能力...................................................................26 4.2.5 购买者的议价能力...................................................................26 4.3 凤林连锁药店 SWOT 分 析...................................................................27 4.3.1 优 势...........................................................................................27 4.3.2 劣 势..................................