某连锁药店的营销策略研究.docx

同仁堂连锁药店的营销策略研究摘要伴随着全球经济一体化的发展我国经济取得了很大的进步而我国的医药销售行业也随着整个世界的经济形势面临着各种机遇与挑战。医药销售企业面临的不再仅仅只是来自国内的各种竞争更多的也许是来自世界各国的竞争这就要求我国的销售企业要不断创新要紧跟世界医药销售的步伐在经济全球化的时代能够用有自己的一席之地而不至于被淘汰。同仁堂药业是我国医药销售行业的佼佼者通过经历多年的风雨同仁堂药业在中国的多个城市已经成立了数百家的连锁药店在中国的众多医药销售企业中能够独树一帜。同仁堂药业的成功有其自身的很多优势但是在世界经济全球化到来的今天再加上互联网技术的飞速发展同仁堂药业依然会面临各种或多或少的营销问题。本文在分析同仁堂药业发展历程的基础上结合同仁堂药业过去的营销策略所存在的一些问题从而提出相应的改进意见为中国医药连锁的营销事业给出一定的参考意见。关键词：连锁药店；零售；同仁堂；营销策略AbstractWiththedevelopmentofeconomicglobalizationChina'seconomyhasmadegreatprogressandChina'spharmaceuticalsalesindustryalongwiththeentireworldeconomyisfacingavarietyofchallengesandopportunities.Pharmaceuticalsalescompaniesfacenolongerjustcomefromavarietyofdomesticcompetitionperhapsmorecompetitionfromaroundtheworldwhichrequiresthesaleofourbusinesstocontinuetoinnovatetokeepupwiththepaceoftheworld'spharmaceuticalsalesintheglobaleconomyeracanhavetheirownplacetouseitratherthanbeeliminated.TongRenTangPharmaceuticalistheindustryleaderinChina'spharmaceuticalsalesthroughafteryearsofwindandrainTongRenTangPharmaceuticalinseveralcitiesinChinahavesetuphundredsofchainpharmaciespharmaceuticalsalesinChina'slargeenterprisescanbeunique.TongRenTangPharmaceuticalsuccesshasmanyadvantagesofitsownbuttheadventofeconomicglobalizationintheworldtodaycoupledwiththerapiddevelopmentofInternettechnologyTongRenTangPharmaceuticalwillstillbefacedwithavarietyofmoreorlessmarketingissues.BasedontheanalysisofTongRenTangPharmaceuticaldevelopmentprocesscombinedwithanumberofissuesoverthepastRenTangPharmaceuticalmarketingstrategiesthatexistwhichmadetheappropriateimprovementsgivesomeadvicetoChinaPharmaceuticalChainReferencemarketingcareer.Keywords:chaindrugstore;retail;tongrentang;marketingstrategyI目录1前言11.1研究背景11.2研究的目的与意义12同仁堂药店的经营现状12.1同仁堂药店的基本情况22.2同仁堂药店的4P营销状况22.2.1