随着新医改的不断推进,药品降价、抗生素限售等政策实施,给竞争日趋激烈的医药零售

企业带来更大的挑战。新形势下,加强医药零售营销管理,寻找医药零售企业新的利润增长点,

显得尤为重要。

本文以市场经济理论为指导,综合运阳市场营销理论知识、经济学相关知识,在论文写作

过程中,将营销理论与实际调奔研究相结合,认真分析宁夏区内药品零售行业特点。在对宁夏

国人药房连锁有限公司所处的营销环境和经营现状进行分析的基础上,找出0前营销管理中存

在的问题,针对性地提山通过市场营销组合策略。

通过营销策略研究为宁夏国大药房健康、持续发展提供行之有效的办法,同时对区内医药零

售行业的发展提供参考和借鉴。

关键词:医药零售,营销组合策略,研究

Abstract

With the advancement of new medical reform, drag prices, such as antibiotics, restricted policy

implementation, to the increasingly fierce competition in the pharmaceutical retail enterprise to bring

greater challenge. Under the new situation, strengthen the pharmaceutical retail marketing

management, looking for new profit growth point of pharmaceutical retail enterprises, is particularly

important.

In this paper, guided by the maricet economy theory, the integrated use of the knowledge of the

marketing theory, economics, in the process of thesis writing, combining the marketing theory and the

actual investigation and study, careful analysis in drug retail industry in Ningxia. At nns in Ningxia

pharmacy chain co.,LTD., mariceting environment and management based on the analysis of the

status quo, find out the current problems existing in the marketing management, puts forward through

the marketing mix strategy.

Through marketing strategy research for Ningxia GuoDa pharmacy health and sustainable

development provides effective, at the same time to provide the reference for the development of the

medicine retail industry in the area and using for reference.

key words :the medicine retail, marketing mix strategy, research