基于需求特殊性的网络购药行为分析与营销对策研究

目的:为网上药店营销提出对策。方法:采用马斯洛的需求层次理论,分析药品需求的层次性和特殊性;并结合一般商品网络购买的特点,分析网络购药的消费行为特征,为网上药店营销提出对策。结果与结论:药品首先要满足生理需求,因而其消费是理性的、关注实际效果的。药品需求的特殊性主要体现在最高优先性与不可替代性、不确定性与迫切性、被动性、目标指向性与需求量精确等方面。与一般商品网络购买行为相比,网络购药具有独特的特征,体现在其风险感知度和介入度高、理性、主动寻求有效信息、决策依赖性强、追求方便快捷、追求购物过程安全、忠诚度高、对价格有一定的敏感性等。网上药店营销,可通过提供有效的资质证明、借助实体店推广、注重用户评价管理、完善售后保障政策等措施,降低消费者的风险预期;同时,需注重产品功能信息、实用信息的发布,全方位展示产品;强化专业的药学服务和加强服务技巧培训,注重情感关怀;加强会员管理,维护忠诚客户;创新营销策略,保持价格竞争力。

Analysis of Online Drug Purchase Behavior and Research of Marketing Strategy Based on the Particularity of Demand

OBJECTIVE： To put forward marketing strategy for online pharmacies. METHODS： The hierarchy and particularity of drug demand were analyzed by using Maslow＇ s hierarchy needs theory; combined with the characteristics of online common product purchase, the features of online drug purchase behavior were analyzed to put forward marketing strategy for online pharmacy. RESULTS ＆ CONCLUSIONS： Drugs meet the physical needs firstly; therefore, the particularity of drug demand manifests as following aspects, as highest priority, non fungible thing, uncertainty, urgency, passivity, goal directness, accurate demand. Compared with online common product purchase, online drug purchase shows unique characteristics, mainly reflecting as high risk perception and involvement, rationality, seeking effective information actively, strong decision-making dependence, pursuit of convenience, safety, loyalty, price-sensitive, etc. Online pharmacies can provide proof of qualification, use the store to promote, pay attention to user evaluation management, perfect after-sale protection policy and so on to reduce the perceived risk. Online pharmacies also should focus on publishing function and practical information, and displaying product comprehensively. They should enhance professional pharmaceutical care and skill training, and focus on emotional care. Also they should strengthen membership management to maintain customer loyalty, and innovate marketing strategies to maintain price competitiveness.