新医改背景下连锁药店营销策略研究——以海王星辰连锁药店为例  

Research on Marketing Strategy of Chain Drug Stores under the Background of New Medical Reform——Take the Neptune Chain Pharmacy as an Example

作　　者：严立浩[1] YAN Lihao(Guangdong Food and Drug Vocational College)

机构地区：[1]广东食品药品职业学院

出　　处：《中国商论》2021年第4期63-67,共5页China Journal of Commerce

基　　金：广东食品药品职业学院校级科研项目资助(2017RW020)。

摘　　要：本文以海王星辰连锁药店为研究对象,对其综合应用了“4P营销理论”等基本原理和知识,结合海王星辰的实际情况进行营销策略研究,理论联系实际,得出具有一定科学性和实用性的结论,提出了应当在“大健康”概念下,对当前多元化定位偏差进行调整;提高药店店员的服务素养,强化药学及健康保健知识,增强专业药学服务的能力;开展用心的会员商圈服务,以差异化和个性化的服务赢得消费者的心;在当前发展背景下借助微营销来推动O2O模式的发展,抢占未来发展先机。This article takes the Neptune chain pharmacy as the research object,comprehensively applies 4P marketing theory and other basic principles and knowledge,combines the actual situation of Neptune to carry out marketing strategy research,and connects the theory to reality,a conclusion that has a certain degree of science and practicality be produced in the end.This article proposes that the current diversification positioning deviation should be adjusted under the Conception of Enlarged Health;Improve the service quality of pharmacy staff,strengthen pharmacy and health care knowledge,and enhance the ability of professional pharmacy services;Carry out member business circle services and win the hearts of consumers with differentiated and personalized services;In the current development context,we use micro-marketing to promote the development of the O2O model and seize opportunities for future development.

关 键 词：新医改 药品零售 连锁药店 营销策略 研究 

分 类 号：F274[经济管理—企业管理]