药店推广的整合营销策略_免费下载.ppt

1、聚鑫鑫药店整合营销传播策略,小组成员：,出场顺序：,一、药店简介,1、药店名称：呼伦贝尔市海拉尔区聚鑫鑫药店 2、药店地址：呼伦贝尔市海拉尔区学府路友谊超市旁50米。 3、经营范围:中医药、抗生素、化学药制剂、生化药品、生物制品。 4、在药房网商城中已注册，可在线购买药品。,A brief introduction of pharmacy,Drugstore Name: The hulunbuir city hailar district gathered Xinxin pharmacy Address: Xuefu Road friendship supermarket near 50 me

2、ters. Scope of business: Chinese medicine, antibiotics, chemical medicine preparations, biochemical medicines, biological products. Registered in the pharmacy network, and support the online purchase .,二、聚鑫鑫药店SWOT分析,优势： 1、聚鑫鑫药店在学府路经营多年，拥有较多稳定老顾客。而且学府路居民楼比较集中，所以拥有较大的消费潜力。 2、聚鑫鑫药店推行积分卡制度，吸引顾客重复购买。 3、聚

3、鑫鑫药店在学府路有一定的知名度。 4、聚鑫鑫药店位于路边，具有交通便利的区位优势。 5、药店斜对面是4路公交站点，人流量大，带来一个源源不断动态广告。 6、药店在友谊超市附近，而且学府路的消费者比较忠爱友谊超市，几乎所有进出友谊超市的人都可以看到聚鑫鑫的门面。,A Swot Analysis,Advantage: For it business for many years in Xuefu Road, it has more stability of the old customers. And residential building concentrated near Xuefu Roa

4、d , so it has large consumption potential. It adopts the integral card, so lets the customer repeat purchase. It has a certain visibility in Xuefu Road. It located in the side of the road, with convenient traffic location advantage. It is located in 4 road bus station nearby, and the stream of peopl

5、e, so it will bring a everfount dynamic advertising. It is near the friendship supermarket , and consumers love friendship supermarket,so almost person of the friendship supermarket can see it.,劣势： 1、只有一家药房店面,与其他连锁药房相比不具有规模优势，也就不具有采购和降低成本的优势。 2、在呼伦贝尔市几乎没有什么知名度，只是在学府路稍有名气。,Disadvantages Its area is s

6、mall ,and it does not have the scale advantages compared with other pharmacies. Moreovre,it also does not have the advantage of reducing the cost of purchasing . It does not have a profile in the city of Hulun Buir.,机会： 目前呼伦贝尔市几乎所有的连锁药房都不重视药房定位和药房文化，以及药房定位和药房文化的宣传。几乎所有连锁药店给人们的感觉就是药房门面不一样而已，其他似乎没有什么太

7、大的异同。,Opportunity All pharmacies do not take the culture of pharmacy, culture of propaganda. And the other seems to have no too big difference.,威胁： 1、来自同行白炽化的竞争。 2、来自人们对药物的敏感和理性购买。 3、来自如今充满朝气的保健品、保健养身、健康养生等外行的冲击。,Threat: In the same industry competition is intense. People are sensitive to drugs and

8、rational purchase. Other amateur impact,such as health care products ,maintenance of fitness,and health keeping in good health.,三、整合营销策略,1、网络营销策略： （1）微博营销：在腾讯网站开通聚鑫鑫药店官方微博，发布药店推广信息、产品信息，宣传医药常识。 （2）在呼伦贝尔火网开展医药知识和健康咨询“你问我答”活动 （3）在百度百科创建聚鑫鑫药店宣传性词条。,Integrated marketing strategy,The network marketing st

9、rategy: (1) Blog marketing: Opening the blog of Xinxin pharmacies in Tencent website to release promotional information, pharmacy product information, promotional medicine. (2) To carry out medical knowledge question and answer activity in hulunbeier warfare. (3) Creating the popular words in Baidu

10、Encyclopedia .,2、销售促进推出健康伴侣套餐,（1）套餐类型：一生健康伴侣套餐、少儿健康伴侣套餐、老年人健康伴侣套餐、孕妇健康伴侣套餐。 （2）服务内容：在充分了解顾客家庭各方面的情况的基础上，为其个性化定制健康套餐内容。为不同人群有针对性的提供约定数量药品和相应的健康咨询服务。 （3）价格策略：按季度或年度付费，实行付费等级制度，使用时间越长，等级越高，享受的折扣越大。,Sales promotion promote package,(1) Package types: The package of life health partners, the package of ch

11、ildrens health, the package of elderly health partners,the package of maternal health partners. (2) The service content: Based on full understanding of all aspects of customer family situation, for personalized health package. For different people to provide targeted amount of drugs and the correspo

12、nding health advisory service. (3)The price strategy: It is paid quarterly or annually,and it implement the pay grade system. packages use the longer, the higher the grade.and the discount is greater.,3、公共关系营销：制作带有介绍性文章、图片的展板，放置在门店的实体墙处吸引来往行人的注意。 （注：展报内容简介、字迹清楚）,public relations marketing: To make p

13、anel with introductory articles, pictures .It is placed to attract pedestrians attention in the solid wall. (Note: The content of panel is simple and clear ),4、数据库营销会员管理 （1）开发新会员 a、策略：一年内在任何其他药店满200元的顾客，凭单据来聚鑫鑫药店均可免费办理会员，并获50元代金券。 b、要求：顾客必须填写个人相关信息和历史消费情况。 （2）激活老会员 凡在本店消费满50元，即赠送创可贴、包扎带、藿香正气水等日常医用药品

14、。消费满100元，即赠送钙片、维生素等。以此类推,多买多赠。,Database marketing - membership management (1) The development of new members Strategy: All customers who spend over 200 dollars in any other pharmacies to can handle free membership, and received 50 yuan voucher in a year . Customers must fill in personal information

15、and history consumption. (2) the activation of the old members All customers who spend over 50 dollars in the store ,they can get daily medical drug , that is, a band-aid bandage, Huoxiang Zhengqi water. Spending over 100 yuan, they can get calcium, vitamin, and so on.,四、推广方式,1、信息发布：将有关的药店推广信息发布在潜在用户可能访问的网站上，如：呼伦贝尔火网、58同城。 2、电子邮件：基于用户的许可给会员发手机通讯或电子邮件。 3、资源合作：通过网站交互连接，在呼伦贝尔火网等具有类似目标网站之间实现互相推广的目的。 4、户外广告：选择人流量比较大的地点投放单篇广告。,Promotion Way,*Information release: Releasing information in related site ,such as Hulun Buir fire, the 58 city. *Email: Emailing to memb