YES&NO超级行销学

重庆大学硕士学位论文重庆桐君阁大药房连锁有限公司营销战略研究姓名：陈静申请学位级别：硕士专业：工商管理指导教师：李勇20060401IWTO1998-2004“”IIABSTRACTInrecentyears,mostofcompaniesengaginginmedicalservicehaveexperiencedaperiodoftoughtimecausedbyseriesreforminthisfield.Laggardreactiontorapidlygrowingandchangingmarketgivesrisetothefactthatmanycompaniesfailedtosurvive.Theirfailureinmodifyingtheirstrategyandadjustingmarketingstrategytoenvironmentandresourcemakeiturgenttoemploystudyinstrategicmarketingmanagement,whileChongQingTongJuGEDrugstoreChainCompanyisatypicalcaseinthisfield,whichhaveundergonedifferentmarketdevelopment,frommonopolymarkettocompetitivemarket,andtoopygopolymarket.Accordingtotheoryinmarketingmanagementandstrategicmanagement,keyproblemsspeciallyinstrategicmarketingmanagementareidentified,basedonbusinessdatafrom1998to2004.Andidentificationofalternativesareputforwardtofacefuturecompetition.Groundingonsituationaudit,marketinggoalsandgoalsegmenthavebeendefined,onwhichmarketingstrategystands.Marketingstrategypositioningondifferentiationissuggestedtobeachievedthroughimplementationofstrategicbrandmanagement.Strengtheningbrandimageandbrandassociationareessentialtofurthermarketpenetratingwhichleadstohighconsumerloyaltyandenhancementincompetitiveadvantage.Withrecommendedmarketingstrategy,takingconsumerbehaviorofdrugpurchaseintoconsideration,marketingmixalternativeshavebeenidentifiedinfouraspectsofproduct,price,place,promotion.Indifferentsegment,differentmarketingmixisstatedtomeetvariousdemand,sothatmarketinggoalsinprofitandmarketshareareasareachievable.Besidesnecessaryadjustmentsincorporatestructurearerequiredtocooperatewiththestrategy,afeedbackandmonitorsystemconsistedofstandardsfromprocessingmanagementarealsorecommendedtosuperviseandvaluatemanagement.Keywords:MarketingStrategy,Segmenting,Implementation1111.180,,WTO,1.21998-2004121998-20041.11.1Fig.1.1Configurationofpaper1.31.3.1(19001920)·1998—200413·19101918.1920L.S.(19211945)1932()()()71940.“”(19461955)19521952“”5(19561965)1957“”1959·196014(19661980)1967·(PhilipKotler)70“”“”“”1984·6P4()P——(1981)1981·“”1983·“”1985··“”“”1986“”“”901.3.2[1][2][3]15“”“”1)2)3)[4]“——”16VRIO[5]·VRIO1)——2)——3)—4)——[6]3233“”1998-20022002-2004“”“”/“”“”“”3.180%20011)19943000812000()304032420023000700,2)a.20022004170520023.11997-2004Table3.1DrugstoreGrowthInNumberOfHePingDrugstoreChaincompany19971998199920002001200220032004()138717829851872510131705b.“”2000c.“”100020023.2VRIOVRIO325(3.1)“”OTC243.1VRIOFig3.1VRIOValueChainAnalysisGSPOTCPOS326/“”1908()100“”“”1996“”“”“”“”3.320043()33950%18~501)a.(78.2%)(38.6%)14.7%11.8%//b.()“”“”(84.6%)“”(78.7%)327c.(38.8%)(8%)308.5%3036.5%30302)a.70.8(22.4%)(18.3%)(16.2)6.23.2Fig3.2FactorInDrugConsumptionb.“”“”30-3926.5%18-2910.6%40-495.6%403)/a.(1%)0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%328b.58.1%24.5%/(11.2%)(8.3%)/()“”/16.7%4)19“”85.6%“”23.5%“”20.9%“”“”18.8%14.6%“”“”“”AC20053000()1)AC57%45-5415-17102)74%86%1/39%3.4[8]2000—2007(3.2)1)70%2)36.12%71.79%3)7.5%26.74%3293.22000—2007Table3.2ChinesePopulationAndMedicalMarketForecast,2000-20070.463.0751.050.815.4181.85984194194458.888.86452.6596.6203.736.4548.116.41354200036.12%47.62%16.26%92.5%7.5%0.653.311.40.95.152.2140727727788.717.517.516.5%914.55916.9387.883.5%79.890.138.52346.65200571.7514.1314.120.83.51.315.52.116903323321072121.213521162431.673.26%107115.544.5226.74%3213200771.79%14.1%14.11%(60)(15-60)(0-14)1)[15][24]2)1)330()/2),,3.3“”(3.3)3.3Table3.3PossibleSegmentingDimensionsandTypicalBreakdownforConsumerMarkets1234,,512341231323345331OTC70%15%10%5%3.53.5.1“”“”“”1-22-5293155763057[37]1.5%5%[38]3.5.25%200376.6%33231.4%6.34‰76.5%1.5%5%6%[37]5%,3.5.3—/1)3.4“”2)2.43.2“”“”3)2.4/3331)/2)/[8]3.5.4[6]“”“”“”“”“”“”“”“”“”1)3.3“”“”“”“”2)3.2“VRIO”3.1“”“”“”“”“”3)3.340“”40-495.6%“”“”“”“”“”“”“”334“”“”3.63.6.1“”1)“”2)3)()4)5)6)/3.31)(1%)2)58.1%3353.3“”“”“”1)“3·15”“”2)5/3.4/(3.6.2“”)1)2)“”3)3.43.3“”“OTC”“”3363.6.23.3“”3.4“”(3.3)1)2)3),,4)1)“”“”2)3)/3374)1)2)3)4)1)“”2)3)/4)1)3382)3)4)1)“”2)3)/4)1)332)OTC3)1)2)3)/3394)3.7/“”“”“”44044.11)2)3)4)5)1)ERP2)4.1441…………………………………………….4.1Fig.4.1ReformedCorporateStructure4.24002.31n24428080*1500*12=144144*3=4324.3“”“”[14]4.3.11)2)3)4)1)2)3)1)2)3)↑↑↑↑↑↑↑↑↓↑4.2Fig4.2ControlSystem4434.3.2[21][27]1)2)3)4)5)6)[8]1)a.b.C.D.2)a.B.3)a.b.[28]·1)2)3)4)5)()12444(/)()()(/)—=————————————100%=——————————100%=——————————100%—=——————————100%=————————100%—=—————————100%=——————100%4454.4“”“”54651998-20041“”2“”“”“”“VIRO”“”“”“”“”“”“”“”“”“”“”47——OO48[1].1999[2]LouisE.BooneDavidL.Kurtz2001[3]WillamD.Perreault.JrE.JeromeMcCarthy1998[4]MichaelE.Porter1985[5]1987[6]KevinlaneKellerklStrategicBrandManagement2002[7]DavicW.CravensStrategicMarketingManagementCasesCharlesW.LambJr1988VicroriaL.Crittenden[8]A·1995[9]..1996[10]2005/2[11]2005/3[12]2005/6[13]2005/8[14]2005/6[15]2005/6[16]2005/7[17]2004/6[18]2004/24[19]2004/1[20]—212004/05[21]2003/1[22]2002/12[23]2002/12[24]2000/11[25]2000/12[26],[27][28]2002/3[29]2003/1[30]94/149[31]1995/1[32]95/6[33]2000/12[34]2004/3/17[35][36]SandeepBaligqa“Mark