摘要
药妆是指介于化妆品与药品之间的,不添加任何对人体有害的护肤品。随着国
内新医疗体制改革,零差率对连锁药店的冲击在所难免,药店生存面临巨大挑战,
应运而生的药妆产品日益成为药店多元化经营的主要盈利来源。在发达国家,药店
多元化的经营已经具有相当的规模,但在中国才刚刚起步。从中国国内药妆发展来
看,未来3-5年内药妆店必将在我国的大城市壮大,在中小型城市萌芽,对大多数
企业而言,“药妆”是一个全新的品类细分与渠道细分的门路,是一种存在的市场
机遇。因此,本文的探讨将完善药妆市场,提升药店的经营管理盈利水平,实现目
标消费者,药妆与药店的价值交换顺利实现。本文结合当前昆明贝克诺顿制药有限
公司药妆产品的实际运营情况,借鉴国外成熟的药妆店运营模式,采取理论与实际
相结合的方式阐述药妆将是未来药店发展的新蓝海
本文的组织结构:第一部分,导论。对选题背景与意义进行了相应的陈述。第
二部分,为药妆品的界定及特点。介绍“药妆品” 一词的由来,界定了药妆品的
基本概念并对药妆品的特点及功能性作了一般概述,从消费者对药妆的认知描述了
国内药妆情况。第三部分,结合药妆品在药店的发展现状,从中国国内,国际市场
两个角度进行分析,提出药店在中国国内医疗体制改革下为了寻求更大利益空间而
多元化发展的重要意义,同时介绍药妆在国际药店已成为一种比较成熟的业态。第
四部分,药店药妆产品经营策略及盈利点分析,对药店药妆经营所面临的问题进行
了详细分析并提出相应的应对策略并分析了药妆产品的盈利来源,本研究提出药妆
市场将是未来医药行业的蓝海市场,随着中国逐步步入老龄化,皮肤抗衰老领域将
是新的市场增长点。第五部分,通过昆明贝克诺顿制药有限公司经营的药妆品牌“清
嫒控油啫哩“在2012年的药房和医院销售数据报告显示案例分析,确认药妆进入
药店目前是一种全新的品类细分与渠道细分的门路,对大多数企业而言,“药妆”
是一种存在的市场机遇
关键词:药妆药妆店盈利多元化
Abstract
Cosmeceutical refers to a kind of skin-care products which is the combination of
cosmetics and pharmaceuticals, and it doesn't have harmfixl ingredients to human. With
the new medical reform, the impact of zero rate of chain drugstore can hardly be avoided,
and their survival is facing enormous challenges. At this moment, emerge as the times,
require, cosmeceutical products has become the main source of profit in drugstores
diversification. In developed countries,pharmacies diversified business already has
considerable scale, but in China it has just started. And the foreign successful drugstore
format has fully proved that the cosmeceutical is an important profit point in drugstores
diversification. Seeing from China's domestic cosmeceuticaFs development, in the next
3-5 years cosmeceutical store will expend in big cities, and in small and medium-sized
cities, it will sprout. For most companies, cosmeceutical is a brand new way of category
subdivision and channel subdivision, and it is also a market opportunity. Therefore, this
paper will be divided into five parts to discuss about cosmeceutical, and it will perfect the
cosmeceutical market, enhance the pharmacy's management level of profitability,
achieve the goal of consumers, and realize tfie value exchange between cosmeceutical
and pharmacy. At the same time, this paper also combined the actual operation of
cosmeceutical of Kunming Beck Norton Pharmaceutical Co Ltd” use for reference
mature operation mode of foreign pharmacy, and takes the way of combining theory and
practice to state that cosmeceutical will be the new blue ocean in the fixture development
of pharmacy.
Key words: cosmeceutical, cosmeceutical store, profit, diversification