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连锁药店普遍面临两方面的困惑:第一个是促销困惑。绞尽脑汁设计的促销创意顾客不买账,让利越来越多,顾客的“胃口”越来越大,顾客游走于竞争对手之间,不促销等死,促销找死;第二个是高毛利的困惑。高毛利商品销售带来的利润不能冲抵业绩毛利的快速减少,造成商品品牌结构、毛利结构失衡及对价格的依赖性越来越强,最终导致药店之间互相拼价格吸引顾客进店,如此种种让药店商品主管陷入盲区。那么我们的顾客去哪里了?如何透过商品提高客流量呢?如何改变客单价渐高但销售业绩下滑呢?是否
Chain pharmacies generally face two puzzles: The first is marketing confusion. Crafted brainstorming promotional design customers do not buy it, more and more profit, customers “appetite ” is growing, customers walk in between competitors, do not promote other death, promotion death; the second is High margin of confusion. Profits from the sale of high-margin products can not offset the rapid decline in performance margins, resulting in a more and more dependent on the brand structure, the imbalance of the gross profit structure and the dependence on prices, eventually leading the pharmacies to attract customers into the stores by price matching Let the drug store manager into a blind spot. So where do our customers go? How to improve the traffic flow through the products? How to change the customer’s price but the sales decline?