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论文编号：	13558
作者编号：	2320200609
上传时间：	2022/12/4 16:04:54
中文题目：	LE药业连锁有限公司服务差异化战略选择研究
英文题目：	Research on service differentiation strategy selection of LE pharmaceutical chain Co., Ltd
指导老师：	胡望斌
中文关键字：	差异化战略;服务;零售连锁;层次分析法
英文关键字：	Differentiation strategy;Service;Retail chain;Analytic hierarchy process
中文摘要：	在过去，小型药品零售连锁企业往往在单一地区内拥有着较强的竞争力以及良好的市场占有率，但是随着近几年药品零售行业的快速发展、中大型连锁企业的扩张以及市场的新形势、新变化，小型药品零售连锁企业也面临着前所未有的竞争压力和生存压力。中大型药品零售连锁企业的进入和攻占、新型冠状病毒肺炎（COVID-19）疫情的肆虐以及医药改革、医保改革带来的剧烈变化都为小型药品零售连锁企业的生存带来了巨大的挑战。而作为我国药品零售重要组成部分之一的小型连锁，他们大部分分布于中西部地区以及三、四线城市、县级市、村镇等地区，对周边群众的用药服务起着至关重要的作用，所以如何在复杂的市场竞争以及外部环境中找到适合自己的竞争战略具有至关重要的意义。对于小型零售连锁企业而言，在资本、规模等诸多方面同大型连锁企业存在一定差距的现状之下，差异化的竞争战略是必然的选择，而药品零售，具有零售与服务的双重属性，面对新形势、新挑战，能够提供更高质量、更精准的差异化服务将成为企业和消费者共同的新的选择。 本文首先对LE药业连锁有限公司进行服务差异化战略选择的必然性和可行性进行了分析，再对LE药业连锁有限公司的内外部环境通过SWOT分析法进行了分析，得出了相关的影响因素，然后通过对LE药业连锁有限公司的服务差异化战略的选择相关的影响因素使用了层次分析法进行了分析，分析过程中通过专家打分问卷的方法得出了相关影响因素的权重，并且通过一致性检验得到了基本一致的分析结果，而后通过分析结果数据构建了LE药业连锁有限公司服务差异化战略的战略四边形，得出了基于内外部影响因素定量分析得出的战略选择，最后本文根据得出的战略选择给出了LE药业连锁有限公司的服务差异化战略的实施方案以及保障措施。 本文通过对药品零售连锁企业这一同时兼具医药健康、零售、连锁三重属性的特殊行业进行研究分析，在SWOT分析法的基础上进一步采用了层次分析的方法，对原本只是进行定性分析的SWOT分析法进一步进行了定量分析，利用专家打分的方法综合计算得出了战略的重心方向所在，更加科学和精确地指明了企业的战略选择方向，并给出了相关的战略实施建议以及实施保障措施，对于LE药业连锁有限公司以及类似企业的服务差异化战略选择都具有一定的参考意义。
英文摘要：	In the past, small drug retail chain enterprises often had strong competitiveness and better market share in single region, but with the rapid development of the pharmaceutical retail industry in recent years, the expansion of medium and large-sized chain enterprises and the market with updated conditions and changes, small drug retail chain enterprises are also facing unprecedented competitive pressures and survival pressures. The launch and occupation of medium and large-sized chain enterprises, the raging of the new coronavirus pneumonia (COVID-19) pandemic, and the tremendous changes brought by the pharmaceutical reform and health insurance reform have all posed great challenges to the survival of small pharmaceutical retail chain enterprises. As one of the important components of small pharmaceutical retail chain enterprises in China, small chain enterprises are located in the central and western regions as well as in the third and fourth tier cities, county-level cities, villages and towns, which play a vital role in providing pharmaceutical services to the surrounding residences, so it is crucial to find the suitable competitive strategy in the complex market competition and external environment. For small retail chain enterprises, under the current situation that there is a certain gap between large chain enterprises in terms of capital and scale, a differentiated competition strategy is the inevitable choice, and pharmaceutical retail has the dual attributes of retail and service, in the phase of the new situation, new challenges, enable to provide better quality, more accurate differentiated services will become the new choice for both enterprises and consumers. This thesis first analyzes the inevitability and feasibility of service differentiation strategy selection of LE Pharmaceutical Chain Co., Ltd., and applies SWOT analysis method to analyze the internal and external environment of LE Pharmaceutical Chain Co., Ltd., during which the relevant influencing factors were obtained. Then, the analytic hierarchy process is used to analyze the influencing factors related to the selection of the service differentiation strategy of LE Pharmaceutical Chain Co., Ltd., during which the weights of relevant influencing factors were obtained by expert scoring questionnaire method, and the basic consistent analysis results were obtained by consistency test, and then the strategic quadrilateral of the service differentiation strategy of LE Pharmaceutical Chain Co., Ltd. was constructed through the analysis results data, and the strategic choice based on the quantitative analysis of internal and external influencing factors was obtained. Finally, according to the obtained strategic choice, this thesis gives the implementation plan and safeguard measures of the service differentiation strategy of LE Pharmaceutical Chain Co. In this thesis, through the study and analysis of the pharmaceutical retail chain enterprises, a special industry with the triple attributes of medicine and health, retail and chain at the same time, on the basis of SWOT analysis method, the method of analysis hierarchy process is further adopted, and the SWOT analysis method, which was originally only a qualitative analysis, is further analyzed quantitatively, and uses the expert scoring method to comprehensively calculate the direction of the strategic center of gravity, which more scientifically and accurately indicates the strategic choice direction of the enterprise, and gives relevant strategy implementation suggestions and The implementation of safeguard measures has certain reference significance for the service differentiation strategy choice of LE Pharmaceutical Chain Co., Ltd. and enterprises in similar domain.
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