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YX药店的服务营销策略研究_MBA毕业论文DOC

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文本描述
摘要
摘要
居民的身心健康是社会主义现代化的重要标志之一,国家正在全面推进健康
中国建设,在构建强大的公共卫生体系进程中,零售药店发挥着重要的作用。居
民对医药商品的需求增加,医院药占比管控促使处方外流至药店,慢特病“双通
道”药店可享受医院同等报销政策,这些都是医药零售行业发展的利好因素。但
对于单体零售药店机遇和挑战并存,连锁药店跑马圈地、药品价格下降、单店销
售额及利润下滑等因素正不断威胁单体零售药店的生存空间。
本文着眼于 YX药店的服务营销策略,通过学习和运用服务营销相关理论知
识,首先分析了 YX药店的营销环境,其次分析了 YX药店的营销现状,再根据
服务营销组合工具分析了 YX药店存在的营销问题,随后提出了适合 YX药店的
服务营销策略,最后辅以相应保障措施帮助 YX药店的服务营销策略顺利执行落
地。
YX药店是云南省当地龙头医药物流配送企业旗下的自营新特药店,通过调
研发现 YX药店目前存在一些营销方面的问题,同时面临较大的行业竞争,需要
制定更加科学有效的营销策略。结合当前形势和药店自身实际情况,采取何种服
务营销策略来提升服务质量,以获得更强竞争力成为 YX药店必须要思考和解决
的问题。本文运用 PEST分析法、波特五力模型分析法以及 SWOT分析法,从
宏观、行业竞争以及微观三个层面对 YX药店当前的营销环境进行了全面、系统
分析,并对 YX药店的目标市场和市场定位进行了规划,找出了 YX药店存在的
服务营销问题,包括产品组合不再适应当前销售环境、药品价格缺乏竞争优势、
分销渠道匮乏、促销方式单一、员工激励不够、有形展示不足以及服务流程繁琐。
结合前述分析结果,得到了 YX药店的服务营销策略:以慢特病药品为核心,
优化产品组合;制定差异化的价格策略,突出竞争优势;完善网络营销渠道,开
发潜力客户;采用多种促销组合,稳定忠实客户;重视员工培养,制定有效激励
策略;优化内外部设施建设,提高顾客购药舒适度;简化服务流程,提高购药便
捷性。
为了 YX药店的服务营销策略能有效实施,制定了四方面保障措施,包括加
强供应链管理、加强制度管理、加强客户管理以及建设营销团队。希望本文提出
III

摘要
的服务营销策略可以真正运用到 YX药店的销售运营中,帮助 YX药店全面了解
自身运营现状,提高整体服务水平,提升药店核心竞争力。也期待后续能运用本
文分析思路对云南省医药有限公司其他自营药店进行分析研究,实现对企业的价
值贡献最大化。
关键词:新特药;零售药店;服务营销组合
IV

ABSTRACT
ABSTRACT
People's health is an important symbol of socialist modernization, the country is
comprehensively promoting the construction of healthy China, in the process of
building a strong public health system, retail drugstores play an important role.
Residents' demand for pharmaceutical products increases, the proportion control of
hospital drugs promotes the outflow of prescriptions to pharmacies, and the "double
channel" pharmacies of chronic disease enjoy the same reimbursement policy of
hospitals. All these are positive factors for the development of pharmaceutical retail
industry. However, there are both opportunities and challenges for individual retail
drugstores. Chain drugstores are constantly threatening the living space of individual
retail drugstores by such factors as racetrack, falling drug prices, declining sales and
profits of single stores.
This thesis focuses on YX pharmacy service marketing strategy, through learning
and using the theory of service marketing related knowledge, firstly analyzes the
marketing environment of YX pharmacy, secondly analyzes the marketing status quo
of YX pharmacy, again according to the service marketing combination tool analyzes
the marketing problems of YX pharmacy, then put forward the suitable for YX
pharmacy service marketing strategy, Finally, corresponding safeguard measures were
taken to help YX pharmacy to implement its service marketing strategy smoothly.
YX Pharmacy is a self-operated new special pharmacy subordinate to the local
leading pharmaceutical logistics and distribution enterprise in Yunnan Province.
Through investigation and investigation, it is found that YX Pharmacy has some
marketing problems at present and is facing great competition in the industry, so more
scientific and effective marketing strategies need to be formulated. Combining the
current situation and the actual situation of the drugstore, what kind of service
marketing strategy should be adopted to improve service quality and gain stronger
competitiveness has become a problem that YX drugstore must think about and solve.
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