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 ......