基于消费者分析的医药零售店中店模式研究

目的:为医药零售店中店模式的运营提供参考。方法:采用问卷调查法对南京市先声药业集团16家店中店中100名消费者进行调查,分析了消费者群体现状和购买类别、购买频次及时间、购买动机以及认知度,并提出运营建议。结果与结论:本次调查中,女性消费者约占总调查人数的80%;购买药妆的消费者占57%;每月光顾1次的消费者占33%,每周光顾1次的占20%,每周光顾多次的占7%;仅16.4%的消费者能准确说出商店、超市内店中店的品牌名称。店中店是医药零售店适应国家及各地医药政策改革的新模式,在药品零售业竞争日趋激烈的形势下应通过开展多种形式现场广告以提高店中店知名度,分析消费者的消费行为以合理陈列商品,重视店员综合素质培养以提高顾客的让渡价值。

Research on the Shop in Shop Model for Medicine Retail Based on Consumer Analysis

OBJECTIVE： To provide reference for the operation of the shop in shop model of pharmaceutical retail. METHODS： Questionnaire survey was adopted to survey 16 shop in shops of Simcere Pharmaceutical Group in Nanjing and 100 consumers. And we analyzed consumer groups＇ situation and consumption types, consumption frequency and timing, purchase motivation and cogni- tion degree, and put forward suggestions. RESULTS ＆ CONCLUSIONS：In the study, female consumers accounted for 80%, con- sumers who bought pharmaceutical cometics products accounted for 57% ; consumers who bought drug once a month accounted for 33%, once a week accounted for 20% and 7% many times in a week; only 16.4% of consumers can tell accurate name of drug stores and shop in shop of supermarket. The shop in shops of pharmaceutical retail stores is a new mode of drug retail for dealing with countries around and medical policy reform. In the increasingly fierce competition, we should improve the popularity of the model by multiple advertisements and analyze the consumer behavior; we should arrange products reasonably and pay attention to comprehensive quality training of staff to improve the delivered value of customers.