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中国连锁药店自有品牌建设与发展

文档名称:中国连锁药店自有品牌建设与发展
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文档名称:中国连锁药店自有品牌建设与发展
文档关注次数:1336
文档格式:纸质版或者PDF电子版(用Acrobat Reader打开)或Word版本doc格式
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文档大小:2566KB
上传者:IAMLITTLEMT
添加时间:2019/05/13
内容摘要:
武汉理工大学
硕士学位论文
中国连锁药店自有品牌建设与发展
姓名:赵丰
申请学位级别:硕士
专业:药剂学
指导教师:刘小平
20071101
武汉理工大学硕土学位论文
中文摘要
连锁经营是当今世界通行的先进的商业经营方式和流通组织形式,也是我国
流道领城深化改革和结构调整的主要方向。在我国药品零售领域,连锁之风逐渐
兴起,短短的数年间,国内涌现出许多连锁药店。连锁药店在国内的发展前景广

但是,出于我国药品零售市场缺乏管控体系,近几年药店与药店之间的价格
争斗愈演愈烈,导致整个医药零行业的利润空间较以往大幅度压缩,连锁药店的
发展目前也举步为艰。因此,如何在恶劣的环境下发展自己,壮大自己,连锁药
店实施自有品牌不失为一种有效的措施。
连锁药片买施自有品牌战略的意义重大,自有品牌除了能为连锁药店带来高
额的利润的同时,对药店的核心竞争力提升有不可磨灭的作用,同时也利于连锁
药在行业内买施羌异化竞争策略。但并不是所有的连锁药店都能够涉足自有品
牌域,因为开发自有品牌对连锁药店有较高的要求,如果采取的措施不当,会
对药店的经营产生不利的后果。目前中国的连锁药店实施自有品牌的过程中出现
的问题对药店的经营产生了巨大的负面影响。因此,连锁药店如何正确评估自己
如何采取正确的措施实施自有品牌战路是时下最迫切需要解决的问题、本文对此
均有论述。
本文首先通过对目前中国医药零售市场的分析,提出自有品牌概念。第二部
分分析内的连锁药店实施自有品牌战略的动因,其中运用SWOT法对实施自
有品牌战略的连锁药店进行分析。然后分析我国连锁药店实施自有品牌战略的市
场推动因素,寻求连锁药店发展自有品牌的便利条件。然后通过对目前我国连锁
药店实施自有品牌现状所出现的问题进行分析,最后提出适合于我国连锁药店实
施自有品牌战略的措施。
关键词:连锁药店,自有品牌,优势,现状,问题,建设
武汉理工大学硕士学位论文
Abstract
Nowadays, the chain business is the worldwide advanced commercial
management form; it is also the main direction of the reform and structure adjustment
of our country's merchandising business. The chain pharmacy stores are found in
domestic market rapidly in recent years. The chain pharmacy store mode has bright
prospects for development in our country.
But, because it is lack of management and supervision in our countrys drugs
merchandising business market, the price battle is increasing fierce in recent years
among the pharmacy stores. It leads causes profit space of medicine sales market is
compressed largely, and the chain pharmacy stores live in a difficult condition
Therefore, it is a highly effective measure to build the self-brand of a chain pharmacy
store to overcome the bad situation and expand itself.
Self-brand strategy can bring high profit to the chain pharmacy store, can
promote the core competitive ability of chain pharmacy stores, can distinct the
characters of products in the store, so the self-brand means great to the enterprises of
chain pharmacy stores. But it is not that all chain pharmacies stores can build its
self-brand because it need higher request. It could take the chain pharmacy stores
great disadvantageous consequences with incorrect management. At present, that
question has appeared in the filed of chain pharmacy stores in China. Therefore, how
do the chain pharmacy stores appraise themselves correctly and how to solve the
problem are the most urgent for the sales chain of pharmacy at present.
In the first part of this article, the concept of" self-brand "is put forward by
market analysis to the present China medicine market. In the second part, the
motivations of domestic chain pharmacy stores to build the self-brand are analyzed by
SWOT method. Then the market impetus factors of chain pharmacy stores self-brand
are studied to find the pathway of developing the self-brand strategy of our country's
chain pharmacy stores. Finally the problems which appear in chain pharmacy stores
of our country at present are analyzed to propose a suitable plan
Key Word: Chain pharmacy store, self-brand, superiority, present situation, question,
measure
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