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论文编号：	3141
作者编号：	2120082593
上传时间：	2011/6/1 22:57:39
中文题目：	医改背景下中小药品零售企业竞争与营销策略研究
英文题目：	The Context of Health Reform Small and Medium Pharmaceutical Retail Enterprise Competition and Market Strategy
指导老师：	许晖
中文关键字：	中小药品零售企业 竞争策略 营销组合策略
英文关键字：	Small and Medium of Drug Retailer; Competitive Strategy; Marketing Mix Strategy
中文摘要：	药店作为一种商业零售业态， 既具有商业的本质特征，又体现药品零售业的特点，对社会和民生影响巨大，并受到社保、医疗等多种国家政策的巨大影响。不同规模的医药零售企业具有不同的市场竞争能力和影响力，药品零售企业在战略目标、企业实力等方面有相当大的区别，所采取的市场策略也大不相同。在日益激烈的医药零售行业竞争中，中小药品零售企业由于其规模限制，处于竞争弱势地位。如何在纷繁芜杂的宏观环境和微观环境中发现自己的竞争能力，建立合适的竞争战略和不断推陈出新的营销策略，已成为企业最大限度的利用自身资源获得竞争优势的重要途径。 文章首先从政治、经济、社会等角度对中小药品零售企面临的宏观营销环境业进行探讨，并使用“五力模型”对微观环境作出分析。在此基础上，文章着重介绍了差异化、联盟/合作、低成本战略、差异化战略。针对中小企业，文章随后介绍了药品零售市场细分和定位和营销组合策略等相关类容，提出巩固和提高中小医药零售企业的市场竞争和营销策略。在本文的最后一章，通过介绍S公司的经营状况，分析了S公司面临的机遇、挑战、优势、劣势，得出S公司的市场定位和目标市场和市场竞争及营销策略。 本文创新点在于针对中小药品零售企业，从竞争和营销组合策略两个角度成体系的论述其在竞争和营销上的组合策略。本文通过对PEST、五力分析、SWOT分析，对中小企业可以采用的竞争策略和营销组合策略进行研究，并结合案例的实际情况做对中小药品零售企业给出符合其资源和市场竞争态势的市场策略建议，是对药店营销管理研究的丰富。对其他中小医药零售企业的竞争和市场策略制定具有一定的参考价值。
英文摘要：	Pharmacies as a commercial retail business, not only has the essential characteristics of business, but also embodies the characteristics of the pharmaceutical industry, a tremendous impact on society and people's livelihood, and are subject to social security, medical and many other great influence national policy. Pharmaceutical retail enterprises of different sizes have different market competitiveness and influence, drug retail enterprises in the strategic objectives, business strength and so there is a large difference between the marketing strategies adopted are different. In the increasingly fierce competition in the pharmaceutical retail industry, small and medium scale pharmaceutical retail enterprises because of its limited position in a competitive disadvantage. How numerous and caught up in the macro environment and micro environment found in their competitive ability, competitive strategy and the establishment of an appropriate marketing strategy for continuous innovation, has become its own resources to maximize the use of an important way to gain a competitive advantage. Firstly from the political, economic, and social point of view of small and medium enterprises face drug retail industry, the macro-marketing environment to explore and use the "five forces model" to analyze the micro-environment. On this basis, the article focuses on the differences, alliances / cooperative, low-cost strategy, differentiation strategy. For SMEs, the paper then describes the drug retail market segmentation and positioning and marketing mix strategies, and other related class content, made to consolidate and improve small and medium sized pharmaceutical retail enterprises in market competition and marketing strategies. In the last chapter, by introducing the S status of the company, analyzed the S companies face the opportunities, challenges, strengths, weaknesses, come to S's market positioning and target markets and market competition and marketing strategies. This innovation is for small and medium drug retail business, competition and marketing mix strategy from two perspectives into a system of competition and discusses its combination of marketing strategies. Based on the PEST, five forces analysis, SWOT analysis, competitive strategy adopted by SMEs and marketing mix strategies to study and do the actual situation with an example of small and medium enterprises are given drug retail market competition, consistent with its resources and market situation policy recommendations, is rich in pharmacy marketing and management research. On the other small and medium pharmaceutical retail enterprises to develop competitive and marketing strategy has certain reference value.
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