连锁药店自有品牌的溢价途径研究

目的:为我国药店实施自有品牌战略提供参考。方法:分析我国连锁药店实施自有品牌战略中存在的问题,从消费者购买心理与行为出发研究连锁药店自有品牌商品溢价销售应具备的基本条件和实现途径。结果与结论:目前存在的问题主要有低价销售影响产品的质量保证能力,强制要求店员大力推荐影响企业凝聚力等。具备完善的产品与服务质量保证体系是实现自有品牌溢价销售的基本条件;以药店品牌形象为主体构建产品线,优化自有品牌管理的组织模式是实现溢价的主要途径。

Premium Approaches for Private Brand of Chain Drugstores

OBJECTIVE： To provide references for Chinese drugstores to carry out private brand strategy. METHODS： The problems existing in the practice of private brand in Chinese drugstores were analyzed, and the basic conditions and effective premium approaches for private brand of pharmaceutical chain store were studied through a detailed analysis of consumer＇ s psychology and action. RESULTS ＆ CONCLUSIONS： The problems existing in the practice of private brand in Chinese drugstores included the non- guaranteed quality assurance ability results from low price marketing and enterprise＇s lack of cohesiveness results from enforcement on salesman to recommend products for customers etc. The main conditions to promote premium on private brand were to possess a consummate quality assurance system for products and services. The main approaches toward premium are to construct product line with drug brand image as foundation and to optimize the organization mode of the private brand management.