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The Retail Marketing Management Research of Guizhou Yibai Pharmaceutical Corporation

Author: YangFeng
Tutor: GuoLiHong
School: Northwestern University
Course: Business Administration
Keywords: OTC Pharmacy Grams cough capsules Terminal market
CLC: F426.7
Type: Master's thesis
Year: 2005
Downloads: 160
Quote: 0
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Abstract


With the development of the pharmaceutical market , the increasing importance of the OTC Drug terminal market , but the importance of the domestic manufacturers of OTC terminal management is widely recognized that inadequate can not find an effective way to manage the operation of the OTC terminal market . Some manufacturers put a lot of ads in pay costly terminal , but did not see a corresponding increase in sales of OTC products . The same problem exists for Yi Bai pharmaceutical advertising investment and corporate expenses growth year after year , but no obvious improvement in sales and the company's OTC products grams cough capsules . Strengthen the OTC the terminal market management , enhance the terminal sales become very urgent problems facing the Yi Bai pharmaceutical . In this paper, we combine the theory of SP ( sales promotion ) , used for the retail terminals attractive retail pharmacies assessment model , consumers purchase power model , positioning theory and consumer behavior theory , major competitors , consumers , pharmacy analysis to determine the terminal management ideas . According to the survey , summed up the terminal market management grams cough capsules in reality . Cough capsules terminal operation distribution rate for gram and distribution in the focus is not clear, chaotic management of product display and unscientific , hard terminal tool single SP ( sales promotion ) activities and other issues , we combined after the study on competition opponents , consumers and pharmacies analysis gives a gram cough capsules terminal operation program involving Distribution management , product display management , the hard terminal management and sales promotion management . In order to safeguard the implementation of the program , some of the measures proposed to ensure that the implementation of the program . We are guided by the principles of practical research , the program contains a number of specific rules and regulations , strong operability Yi Bai pharmaceutical OTC operation of the terminal market strong significance , but also hope that the operation of the terminal market of similar enterprises play a role in the reference .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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