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AbstractWiththedevelopmentofeconomicglobalization,China'seconomyhasmadegreatprogress,andChina'spharmaceuticalsalesindustryalongwiththeentireworldeconomyisfacingavarietyofchallengesandopportunities.Pharmaceuticalsalescompaniesfacenolongerjustcomefromavarietyofdomesticcompetition,perhapsmorecompetitionfromaroundtheworld,whichrequiresthesaleofourbusinesstocontinuetoinnovatetokeepupwiththepaceoftheworld'spharmaceuticalsalesintheglobaleconomyera,canhavetheirownplacetouseit,ratherthanbeeliminated.TongRenTangPharmaceuticalistheindustryleaderinChina'spharmaceuticalsalesthroughafteryearsofwindandrain,TongRenTangPharmaceuticalinseveralcitiesinChinahavesetuphundredsofchainpharmacies,pharmaceuticalsalesinChina'slargeenterprisescanbeunique.TongRenTangPharmaceuticalsuccesshasmanyadvantagesofitsown,buttheadventofeconomicglobalizationintheworldtoday,coupledwiththerapiddevelopmentofInternettechnology,TongRenTangPharmaceuticalwillstillbefacedwithavarietyofmoreorlessmarketingissues.BasedontheanalysisofTongRenTangPharmaceuticaldevelopmentprocess,combinedwithanumberofissuesoverthepastRenTangPharmaceuticalmarketingstrategiesthatexist,whichmadetheappropriateimprovements,givesomeadvicetoChinaPharmaceuticalChainReferencemarketingcareer.Keywords:chaindrugstore;retail;tongrentang;marketingstrategy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产品.............................................22.2.2价格.............................................32.2.3渠道.............................................32.2.4促销..............................................43同仁堂药店调查及分析........................................43.1调查的方法与流程.......................................43.1.2调查方法.........................................43.1.2工作流程.........................................53.3访谈调查结果分析.......................................53.4问卷调查结果分析.......................................64同仁堂零售连锁的优劣势分析.................................124.1优势..................................................124.1.1优质的药品.......................................134.1.2老字号信誉......................................134.1.3优秀的企业文化..................
