宋燕　宋鹏

[摘要] 随着我国医药零售市场的放开和国家加快发展药品零售连锁经营相关政策的出台，各地区连锁药店的数量均快速增长，药店之间的竞争也在加剧。目前药品零售行业之间的竞争基本上还是以降低价格为主要手段，过度的价格竞争已经严重阻碍了药品零售行业的发展。对此，本文依据SWOT方法系统总结了连锁药店的内部优势、内部劣势、外部机会和外部威胁，并在此基础上，从产品、价格、渠道、促销和服务五个方面提出了我国零售连锁药店营销策略的改进建议，包括实施多元化经营、开发自有品牌、统一价格策略、开辟网上市场、注重情感营销、培养药学服务人才等。

[关键词] 连锁药店；医药零售业；医药连锁企业；SWOT分析；营销策略

[中图分类号] R95 [文献标识码] A [文章编号] 1673-7210（2016）11（c）-0173-05

The marketing strategies of retail pharmacy chains in China based on SWOT method

SONG Yan1，2 SONG Peng3，4

1.Institute of Medicine and Health Information， Shandong Academy of Medical Sciences， Shandong Province， Ji′nan 250062， China；2.Soft Sciences Research Center for Health Services and Management Innovation of Shandong Province， Shandong Province， Ji′nan 250062， China；3.Department of Medicine， Shandong Drug and Food Vocational College， Shandong Province， Weihai 264210， China；4.School of Management， Shandong University， Shandong Province， Ji′nan 250100， China

[Abstract] With the liberation of medicine retail market and the release of related supporting policies， the chain drugstores in China increase rapidly and their competitions are aggravating. However， the competitions of pharmaceutical retail industries basically rely on the reduction of medicine prices. The excessive price competitions have hindered the development of pharmaceutical retail industry. Therefore， based on SWOT method， the existing situation of retail pharmacy chains in China is assessed from the aspects of internal strengths. incernal weakness， external opportmity， challenges， and the improved marketing strategies are then explored from the perspective of product， price， channel， promotion and service， including diversified operation， private brand development， wiform price， online market development， emotional marketing， and pharmacists training.

[Key words] Chain drugstores； Pharmaceutical retail industry； Pharmaceutical retail chains； SWOT method； Marketing strategy

零售连锁是现代服务业的一种主要经营形态，我国药品行业是从20世纪90年代中期开始引入连锁经营模式[1-2]。连锁经营有利于规范药品购销渠道，保证药品质量，规范药品流通市场秩序，提升药品经营企业的市场竞争力，已经成为药品零售业的主要发展趋势[3-4]。经过20多年的发展，我国连锁药店已取得长足进步，每年以复合增长超过15%的速度递增，并培育出一批优秀连锁药店品牌[5-6]。伴随连锁药店数量快速增长的同时，连锁药店之间的竞争也在加剧。目前药品零售行业之间的竞争基本上还是以降低价格为主要手段，过度的价格竞争已经阻碍了药品零售行业的发展。……