浅谈连锁药店营销管理Word格式文档下载.docx
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班级:
山西教学站
(教学站)
姓名:
常蕊平
毕业设计题目:
浅谈连锁药店营销管理
指导教师姓名:
王成敏
2013年9月26日
摘要
药店是经营特殊商品的零售场所,因经营商品的特殊性,营销管理、日常经营、及品类管理等相关性规矩及要求相对较多。
药品、药品市场和药品营销是组成医药行业的三个因素,药品不同于一般商品,关系着社会上的每一个人,因此也备受关注,尤其药品营销领域,一直是焦点话题,做好药品营销,关系着药品企业、消费者和国家的利益,药品企业要在不断推进的医药市场格局中,寻求最佳营销模式,保证企业、零售药店和谐发展。
2001年开始,国家对药品实行限价政策、药品公开招标采购政策、处方药禁止在大众传媒刊播广告等一系列政策,使得药品企业面对着一个全新的政策空间下的市场空间,在传统营销手段终结的同时,规范运作、精细化管理、学术营销势在必行。
零售药店是一个消费平台,在日益竞争的环境中,企业要想生存或生存的更好一些,必须根据不断变化的市场制定和出台相应的营销方案。
调整药品营销思路,促进社会和谐发展。
随着医疗体制改革向纵深发展,新医改方案的出台,必然对医疗行业产生巨大的影响。
在日益竞争的销售环境下,连锁药店的经营良性化更优异于市场的稳定性,对国民和政府也是很有益处的。
营销的适合性必须建立在实际工作中,切实可行的,能够为企业带来销售业绩的,如此深远的研究意义。
更值得我们以理论和实践结合进行分析研究。
相信通过理论和实践的结合可以给所在企业带来营业额的稳步提升。
关键词:
药店,零售连锁,市场营销
Abstract
Pharmacyisaspecialcommoditybusinessretailestablishments,becauseofspecialcommodity,marketingmanagement,dailymanagement,andcategorymanagementrulesandrequirementsrelativelyhighcorrelation.Drug,drugmarketandmarketingofdrugsarethethreefactorsofthepharmaceuticalindustry,drugisdifferentfromthegeneralmerchandise,therelationshipbetweeneachpersoninsociety,thereforeisalsoofconcern,especiallydrugmarketingfield,hasbeenthefocustopic,doingdrugmarketing,relationshipwithpharmaceuticalenterprises,consumersandtheinterestsofthestate,pharmaceuticalenterprisestoconstantlypushforwardthepharmaceuticalmarket,tofindthebestmarketingmode,toensurethatenterprises,retailpharmacies,harmoniousdevelopment.
2001年开始,国家对药品实行限价政策、药品公开招标采购政策、处方药禁止在大众传媒刊播广告等一系列政策,使得药品企业面对着一个全新的政策空间下的市场空间,在传统营销手段终结的同时,规范运作、精细化管理、学术营销势在必行。
Beginningin2001,thenationalpolicy,limittheimplementationofdrugbiddingprocurementpolicy,prescriptiondrugisprohibitedinthemassmediatopublishadsandaseriesofpolicy,thepharmaceuticalenterprisesarefacinganewpolicyspaceinthemarketspace,attheendofthetraditionalmarketingmeansatthesametime,standardizedoperation,finemanagement,academicmarketingbeimperative.
零售药店是一个消费平台,在日益竞争的环境中,企业要想生存或生存的更好一些,必须根据不断变化的市场制定和出台相应的营销方案。
Retailpharmacyisaconsumerplatform,inthefiercecompetition,theenterpriseneedstowanttosurviveorlivebetter,mustaccordingtothedevelopmentandintroductionofmarketingsolutionscorrespondingtochangingmarket.Adjustmentofdrugmarketingideas,andpromotetheharmoniousdevelopmentofsociety.Withthedevelopmentofmedicalsystemreform,theintroductionofnewmedicalreformprogram,isboundtohaveanenormousimpactonthemedicalindustry.Intheincreasinglycompetitivesalesenvironment,stabilityofbenignchaindrugstoremanagementmoreoutstandinginthemarket,butalsoisverybeneficialtothepeopleandgovernment.
营销的适合性必须建立在实际工作中,切实可行的,能够为企业带来销售业绩的,如此深远的研究意义。
Marketingsuitabilitymustbebasedontheactualwork,practical,canbringsalesperformancefortheenterprise,thesignificanceoftheresearchissoprofound.Moreworthyofourtheoryandpracticeanalysis.Believesteadilythroughthecombinationoftheoryandpracticecangivetheenterprisetobringtheturnover.
Beginningin2001,thenationalpolicy,limittheimplementationofdrugbiddingprocurementpolicy,prescriptiondrugisprohibitedinthemassmediatopublishadsandaseriesofpolicy,thepharmaceuticalenterprisesarefacinganewpolicyspaceinthemarketspace,attheendofthetraditionalmarketingmeansatthesametime,standardizedoperation,finemanagement,academicmarketingbeimperative.
Keywords:
retailchainpharmacy,marketing,
目录
摘要I
AbstractII
目录1
前言1
1.商品管理规则及营运策略3
1.1商品管理规则.................................................................................................................3
1.2商品管理中的入库.........................................................................................................3
1.3商品的出库管理.............................................................................................................3
1.4门店验收管理................................................................................................................3
1.5营运策略.........................................................................................................................3
2.商品分类...................................................................................................................................4
2.1商品分类依据................................................................................................................4
2.2建立商品分类体系的基本方法....................................................................................4
2.2.1.线分类法又称层级分类法........................................................................................4
2.2.2面分类法又称平行分类法........................................................................................4
2.3商品分类:
坚持“三个有利于”...............................................................................6
3.门店商品结构优化思路........................................................................................................7
3.1商品渠道的优化..........................................................................................................7
3.2避免商品的浪费.......................................................................................................7
3.3避免陈列货架的浪费...................................................................................................7
3.4避免药店空间的浪费................................................................................................8
3.5避免人员的浪费..........................................................................................................8
4.品类管理...................................................................................................................................9
4.1品类管理概念...............................................................................................................9
4.2.品类中产品策略..........................................................................................................9
4.2.1增加客流量策略.......................................................................................................9
4.2.2提高利润策略.........................................................................................................9
4.2.3增加购买量策略.......................................................................................................9
4.2.4增强零售药店形象策略.......................................................................................10
5.商品多元化..........................................................................................................................11
5.1商品多元化概念.........................................................................................................11
5.2安排多元化商品细分四大品类.................................................................................12
6.价格策略及调整...................................................................................................................13
6.1软硬兼施维药价.......................................................................................................13
6.1.1树品牌、差异化定位与经营................................................................................13
6.1.2.帮助零售终端差异化定位................................................................................14
7.销售指标监控.......................................................................................................................15
7.1指标是销售目标量化的一种表示...........................................................................15
7.2销售指标的制定是企业销售管理体系的重要一环.......................