Drug store survey report:
This XXXX pharmacy investigation report aims to collect, record and sort out the information and materials of the calcium tablet market in pharmacies purposefully and systematically, analyze the sales situation of calcium tablets in pharmacies, understand the current situation and development trend of the calcium tablet market in pharmacies, and provide objective and correct information for the investment decision or marketing decision of the pharmaceutical industry. Including the basic situation of pharmacies, competitive sales of stores, business strategies and sales targets. Collect, sort out and analyze the market information of calcium tablets in pharmacies, grasp the development law and trend of calcium tablets in pharmacies, and provide reliable data and information for enterprises/investors to predict and make decisions on calcium tablets market, thus helping enterprises/investors to establish correct development strategies.
1 preface
1. 1 purpose of investigation
Through the field investigation on the sales of calcium tablets in XXXX pharmacy, I can improve my social practice ability in marketing and provide theoretical reference for the purchase and sales of calcium tablets in pharmacies.
1.2 investigation time
Xx year 65438+February 5? 65438+February 8th
1.3 survey site
XX road XX drugstore
1.4 Respondents
Understand and analyze the actual sales situation of calcium tablets in XXXX pharmacy, including the personnel arrangement in the sales area of calcium tablets, the main consumers of calcium tablets, the daily sales volume of calcium tablets, the promotion activities of calcium tablets and the preferential activities of calcium tablets.
1.5 survey objects and methods
Through the on-the-spot investigation of the sales of calcium tablets in XXXX pharmacy, the investigation was carried out by means of inquiry and in-store investigation. To understand the marketing situation of calcium tablets in pharmacies.
2 competitive sales of calcium tablets in the store
The promoters of XXXX pharmacy are responsible for the promotion and sales of calcium tablets in pharmacies; Do a good job in the display and display of the company's calcium tablets in pharmacies; Can actively participate in the promotion of calcium tablets and the knowledge training of calcium tablets organized by pharmacies. Can actively cooperate with all kinds of calcium tablets promotion activities organized by pharmacy department; Timely feedback the market information and sales data of various calcium tablets. The tour leader or lobby manager is kind and polite, calm and generous, cheerful, with certain pharmaceutical professional skills, good psychological quality and social communication skills, and can properly handle the work arrangements of XXXX pharmacy.
XXXX calcium tablet promoters are between 18-40 years old, have good medical professional knowledge, are familiar with the functions and precautions of each calcium tablet, can explain calcium tablets to customers, and are extroverted and have strong communication skills. Have a wide range of interpersonal relationships, can archive the information of customers who often buy calcium tablets, understand the patient's condition, know the categories of calcium tablets that customers often buy, and create a? Know yourself and know yourself, and fight every battle? Competitive atmosphere. Promoters can, under the leadership of the lobby manager, assist the team leader to make monthly, quarterly and annual promotion plans for calcium tablets according to the overall planning of calcium tablets sales in pharmacies; On the premise of normal sales of conventional calcium tablets, we are also actively responsible for the promotion of new products of calcium tablets in pharmacies, expanding the categories of calcium tablets in pharmacies and providing satisfactory services to more customers. While the promoters of XXXX drugstore completed the daily sales task of calcium tablets, they provided after-sales service and established a good customer relationship. At the end of the month, the sales statistics report of promotional activities can be completed on time and with good quality; In addition, according to the promotion plan of calcium tablets, actively implement promotional activities.
4 business strategy, main products
Mainly sells calcium D300 chewable tablets, which are most suitable for calcium supplementation in winter. Many parents will buy calcium tablets for their children, which is estimated to sell 500 boxes. According to the sales volume, the order quantity will be adjusted in time. According to the survey, the sales performance of calcium tablets in XXXX pharmacy last year and the year before last has been very good.
The sales target of calcium tablets is expected to reach10.5 million per month.
Through this on-the-spot investigation of the target pharmacy, we have deepened our understanding of the basic situation of the pharmacy, business area, store environment, calcium tablet varieties, calcium tablet display, calcium tablet consumer group analysis and calcium tablet promotion activities. Learn to analyze the competitive sales of calcium tablets in pharmacies. I learned the business strategy, current goal, short-term goal and long-term goal of calcium tablets in XXXX pharmacy, and consolidated my professional knowledge.
Conclusion This survey only represents personal views, and the formulation of marketing strategy of calcium tablets in pharmacies needs to be determined by combining the geographical location, human flow and economic strength of pharmacies.
The second part of the pharmacy survey report:
With the improvement of living standards, people are more aware of the importance of health, going to the hospital for serious illness and going to the drugstore for minor illness? This has become the common choice of people in the community. Prevention of diseases in advance and medical care are no longer just the patents of the rich. Medicine is closely related to people's quality of life. In order to better understand the drug market and pharmacy management in the university town area, and understand the consumption of drugs by consumers, so as to prepare for the opening of pharmacies. During 20 13, 10 to 1 10, we made a survey of some college students and surrounding pharmacies. Survey members: XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
Specialty and category: 2xxx pharmacy class X.
Investigation time: xx year 65438+1October-165438+1October.
Survey methods: online information inquiry, interview and field survey.
I. Basic situation of drugstore market in xx years
According to the data, people mainly buy drugs by selling them to hospitals, pharmacies and township hospitals. In China, drug retailing mainly refers to the act of selling drugs through pharmacies. Now the medical insurance card is basically popular in Chongqing, and the amount of drugs purchased by families has increased greatly. With the improvement of living standards, people pay more attention to health and disease prevention. Every family has ordinary drugs, which is the main factor for the high profits of most pharmacies. Health care drugs have a strong room for growth.
(1) The nature of pharmacies
Direct pharmacies and franchised pharmacies. To join a pharmacy, you should give the company a certain joining fee and purchase goods from the company every month. However, the company will give guidance or training to the clerk from time to time.
(2), the surrounding environment of pharmacies
The store rent in different locations is different, which directly affects the scale of pharmacies and the price of drugs. Before opening a pharmacy, a lease contract should be signed to avoid unreasonable price increase by the landlord after the pharmacy becomes profitable.
(3), drug supply channels
Pharmacy contacts pharmaceutical companies, medical representatives and pharmacies. Or chain pharmacies are directly guided by the company.
(D), the factors affecting the main drugs in pharmacies
1. Geographical factors
With the increase of urban population density, middle-aged and elderly people need more and more drugs, so the main profitable drugs in community pharmacies are cardiovascular and cerebrovascular diseases, diabetes and health care drugs. These three kinds of drugs have a wide range of prices, which are suitable for all middle-aged and elderly people and are essential drugs for middle-aged and elderly people. The main drugs that are profitable near schools or business districts are colds, ointments and digestive system. This medicine has the characteristics of low price and fast sales.
2. Unique drugs
The drugs in each retail pharmacy are similar, but each pharmacy has drugs unique to the region. Compared with other drugs of the same type, this drug may have the same name, but the manufacturers are different, and this drug has good curative effect and can attract customers to patronize again. At the same time, this kind of drugs often sell higher than similar drugs, which is the main push of sales staff. Drugstores have most advertisements or well-known drugs. The profit of this medicine is low, but it is necessary for pharmacies to make a profit.
(v) National policies
Officially put forward in xx? Gradually realize that everyone enjoys basic medical and health services? Comfortable? Difficult and expensive to see a doctor? Wait for questions. The state encourages retail pharmacies to develop chain operation. Since xx, the number of retail pharmacies has increased at an average annual rate of more than 15%, and many problems such as drug abuse have also appeared in the rapid development. Therefore, the state stipulates that pharmacies must improve the licensed pharmacist system and provide patients with advice and guidance on drug purchase. At the same time, pharmacies must equip and sell national essential drugs to meet the needs of patients, and cannot equip and sell them because they don't make money.
Second, analysis and discussion.
The main force to buy medicine in university town is college students, and the common diseases of college students are colds, intestinal and epidermal injuries.
(1) Mode of use
Are you online? How to use drugs? In the survey of this project, 80% people chose? Doctor's prescription? , much higher than? Drug store recommendation? (7%),? Advertising? (6%),? Friend introduction? (4%) and other options. The data show that doctors will play an extremely important role in ensuring and correctly guiding people to use drugs safely. Choice? Drug store recommendation? The proportion of people reached 7%. Although this ratio is not large, but in? Doctor's prescription? After that, it ranked second, but it seems quite? Deep meaning? . With the implementation of the classified management system of prescription drugs and over-the-counter drugs and the increasing number of self-medication, it has become a common phenomenon to buy drugs directly at pharmacies. Therefore, drugstore pharmacists have become another important way to guide rational drug use. The insiders believe that in the future, pharmacies will no longer be simple drug sales, but will turn to pharmaceutical services as the center.
(2) Safe medication
Are you online? What are the factors that affect the safe use of drugs? In the survey, 57% people chose? Drug quality? , ranked first in the survey, and? What is the efficacy of drugs? Ranked third with a selection ratio of 15%.
(3) What is the efficacy of the drug? What are the elements of safe drugs? Under investigation, as follows? Is it effective? 、? Small side effects? And after that? Does it work? Ranked third with 4%, and? Packaging science? The selection ratio also accounts for 2%. After meeting the most fundamental needs, people's requirements for drug quality tend to be more comprehensive, and the use and design of drugs tend to be more convenient and humanized.
(D) customer analysis
The main force to buy medicine in university town is college students, and the common diseases of college students are colds, intestinal and epidermal injuries. The treatment cost of these diseases is relatively low and the incidence rate is high. The university town has a large number of people and customers.
(5) Competition analysis
Every college has an infirmary, but most students don't know where the infirmary is, how much it costs, and the procedures for going to the infirmary are complicated. College students prefer to go to the pharmacy near the school to buy medicine. There are at most 1 pharmacies around each university. There is less competition. However, there are few kinds of drugs in these pharmacies, and the price is several yuan different from that in community pharmacies. Customers have few choices. If you choose to open a pharmacy near the school, you mainly deal in cold medicine, digestive system medicine and external medicine. There are many kinds of these drugs and their prices are reasonable.
(VI) Sales forecast
A pharmacy near the school mainly deals with colds (according to the survey, 90.46% people catch colds at least once a year, of which 6 1.74% catch colds 1~3 times, 18.75% catch colds 3~5 times, only.
9.54% people never catch a cold; Nearly 70% of people choose themselves? Buy medicine? ), digestive system and external use. This kind of medicine has low cost and quick sales. There is little competition in pharmacies. The total daily sales are around 1000 yuan.
Three. conclusion and suggestion
To sum up, the main profitable drugs in pharmacies near the school in xx were cold medicine, digestive system medicine, external medicine and anti-inflammatory medicine. The number of pharmacies is small, the competition is small, and the passenger flow is large. Due to economic and other factors, college students prefer pharmacies with close distance and low prices. Especially, college students near medical college trust pharmacies with pharmacists more.
The state has paid more and more attention to the pharmaceutical industry, and the investment has also increased, and the gross profit margin of pharmacies has generally declined. Therefore, if you want to make a profit in the operation of pharmacies, you should pay attention to: 1. The pharmacy scale is appropriate and the capital investment is reasonable; 2. Equipped with licensed pharmacists; 3. Strengthen service awareness and reasonable price; 4. Can provide consultation and guidance for patients to buy drugs; 5. There are drugs unique to this pharmacy; 6. The drugs on sale are mainly cold medicine, digestive system medicine and external medicine.
The third part of the pharmacy survey report:
(a) about the location of the pharmacy:
The location of drug retail pharmacies has a large capital investment and a long time to restrict. Even if enterprises choose to lease in pursuit of minimum investment, instead of buying land to build a new one, the investment is still very large. In addition to paying the rent during the contract period, investors also need to invest in lighting, fixed assets, facade and so on. If the location is not ideal, the lease term is usually shorter than 5 years. If it is located in the downtown business center, the lease period is generally 5 years-10 years. The pharmacy located in the city center even has a lease term of 30 years.
The drug fair-price supermarket has a large single store, so it is impossible to move easily and it is unlikely to change its operation mode easily. Because of the fixed location, large capital investment and long contract period, pharmacies are the least flexible factors in the retail strategy combination of cheap pharmacies. In contrast, advertisements, prices, customer service, products and service types can be quickly adjusted with the changes in the environment.
If a single store moves, it will face many potential problems: first, it may lose some loyal customers and employees, and the farther it moves, the greater the loss; Secondly, the market conditions of the new location are different from those of the old location. Business strategy may need to be adjusted; Thirdly, the fixed assets and decoration of pharmacies can not be moved with them, and if the valuation is improper, it will also cause asset loss.
The location of cheap pharmacies generally follows the following principles:
Choose economically developed towns:
Choosing a city with developed economy and high living standard is the first choice for building a supermarket. These cities have high population density, high per capita income, intensive medical units, strong demand, developed industry and commerce, and high development prospects of drug supermarkets in the local area. Consider a chain development plan:
When setting up stores in cheap pharmacies, we should consider the chain development plan from the perspective of development strategy to prevent the stores from being too scattered. The distribution of stores in cheap pharmacies should have a long-term plan and a certain degree of concentration, which is conducive to the implementation of more precise and scientific management by the headquarters and saves manpower, material resources and financial resources. The establishment of each store should serve the development strategy of the whole enterprise. Independent transfer of stores:
Fair-price pharmacies should not get together with other similar large retail stores when they have not completely decided to relocate their stores. In the site selection, we should keep a certain distance from other large drug supermarkets. At least, cheap big pharmacies and them can't overlap in the core business circle, so as not to trigger vicious competition and lead to both losses.
Choose the urban-rural fringe:
We must develop urban-rural fringe far away from the city center, or sub-commercial areas or newly opened residential areas. There should be 200,000-300,000 permanent residents around pharmacies. Site selection shall meet the following three conditions:
(1) is cheap. The land price and rent in this place are obviously lower than that in the city center, and the land price is generally below110 in the city center, which reduces the investment of supermarkets and the operating cost, and creates conditions for cheap pharmacies to sell drug supermarkets at low prices.
(2) Convenient transportation. It is beneficial for consumers to come shopping, but also for drug transportation and drug throughput. It is worth noting that the warehouse-type cheap pharmacy requires much higher traffic convenience than other drug supermarkets in site selection, that is, it must have high speed, radiation and traffic hub. If these conditions are not met, it will obviously reduce the radius of its business circle and affect the sales of goods.
(3) Conforming to the urban development plan. The track of urban expansion and extension is the same, so the development of the city will bring a large number of passengers to the warehouse-type drug fair-price supermarket and reduce the investment risk.
(2) About the operation of pharmacies:
1. Willing to serve others
For all retail pharmacies, although the competitors are different, in order to increase turnover, stores must provide services other than drugs. Master of pharmacy management knows this best:
The secret of prosperous business is that high-quality medicine quality and high-quality service complement each other!
Drug retailing is carried out between shop assistants and customers, both of whom are human beings. People are emotional animals, sensitive. Therefore, when selling, we must understand the customer's psychology and touch the customer's heartstrings. Is this the case? Service? !
The service content of pharmacies can be roughly divided into three stages: pre-sale service, in-sale service and after-sales service, which can also be called pre-sale service, in-store service and after-sales service. Doing these three services well means serving customers in an all-round way, and the business in the store will naturally flourish.
The so-called pre-sales service refers to the preparatory work before opening, including in-store sales, drug pricing, replenishment, drug display, etc., as well as guidance to the clerk on drug knowledge or methods of receiving customers.
In order to satisfy customers, preparation before business is essential. Doing these jobs well is of great benefit to the promotion of marketing, as the saying goes? Sharpen a knife and cut wood by mistake? !
Store service refers to the service provided by the store after the customer enters the pharmacy and before leaving the pharmacy. This service covers a wide range, from greeting customers to drug introduction. Store service is the most direct and authentic service for customers, and stores should pay special attention to it.
After-sales service refers to the additional services provided by the store to customers after the drugs are sold.
Such services include handling lost goods, home delivery, etc. If after-sales service can be done at home. Will the guests get these? Extra? I am very satisfied with the service.
Pharmacy operators must keep in mind:
We should fully serve customers from three aspects: pre-sales service, in-store service and after-sales service!
2. Prepare software and hardware facilities.
Service system can also be divided into hard service and soft service from another angle.
The so-called hard service refers to tangible services. You can tell at a glance. It includes material and financial services. Material services include high-quality drugs, complete sales facilities, introduction of famous and special drugs, compulsory installation of shops, setting up parking spaces and distributing advertising leaflets. Financial services refer to methods such as discount promotion and gift promotion.
Hard service can play a strong role in increasing turnover; Whether it is material services or financial services, customers can be excited. The medicines are complete, which makes people feel convenient. The beautifully decorated shops make people feel very warm. If the price can be more realistic, people will be more willing to buy. However, anyone can prepare all the hardware facilities, which does not give you an advantage in the competition. Pharmacy operators must understand that under the condition that hard services are in place, they should make great efforts to improve the soft services of pharmacies! Soft services can not only make up for the shortage of hardware facilities, but also have practical benefits for improving performance.
Soft services are intangible services. Generally can be divided into two categories:? Emotional service? And then what? Information service?
So-called? Emotional service? Explain that people care about each other, that is, the way the store excites customers.
These services are difficult to achieve through training manuals, instructions and orders, but rely on the clerk himself to truly consider the customer.
The more human progress, the higher the frequency of human vitality, the more alienated the hearts between people, and the more people are eager to get the truth. If the store can vigorously strengthen the mood service and give customers a real feeling in the vast sea of people, then customers will be closer to it.
? Information service? It means that the store conveys or reports some relevant information to customers in time.
Specifically, you can draw some billboards and set up some publicity columns to introduce the characteristics, performance and usage of drugs. In the process of receiving guests, the clerk should also learn to provide relevant information to the guests.
In the process of strengthening soft and hard services, stores must pay attention to the purpose of sales and make customers feel convenient, safe and satisfied. As long as we adhere to this concept, I believe that customers will listen to the clerk's explanation and accept the service of the store. Drugstore operators must bear in mind that they must do everything possible to strengthen their services from both hardware and software to increase their turnover, but they must never try to influence customers' purchase intentions!
3. Grasp the taste of customers
There are two different orientations in the field of drug retail, one is called? Personal orientation? , a kind of called? Customer orientation? . So-called? Personal orientation? It means that pharmacies take their own profits and losses, interests and preferences as the center and take this as the basic way of doing things. Almost all pharmacies are unconsciously influenced by personal orientation.
But there are also many drugstore operators who can be completely pollution-free? Personal orientation? Concept, all actions are customer-oriented, often taking into account the customer's value and position. If it is what the customer wants, it must be implemented sincerely. What kind of behavior do we call people? Customer orientation? .
At present, a common defect of pharmacies is that most pharmacies only pay attention to individual orientation. Customers' eyes are discerning, and they know which pharmacy really understands customers' intentions. Therefore, only pharmacies that attach importance to customer orientation will win customers' favor, and their performance will be like this. Sesame blossoms _ _ higher and higher? !
Pharmacy operators must keep in mind: in the past, the so-called pharmacies? Personal orientation? Can still survive, but only in today's pharmacies? Customer orientation? To settle down!
The above is about how to improve the turnover by strengthening the service. The following focuses on how to strengthen sales and increase turnover in the specific marketing process.
(3) About the choice of pharmaceutical personnel:
A qualified drugstore clerk needs to have five basic concepts: attitude, responsibility, honesty, service and dedication, besides having a clear understanding of his occupation and work.
1, attitude first
A good attitude and healthy psychology are essential internal qualities in a career. The correct working attitude determines a clerk's correct life orientation and shows his healthy mental outlook. For shop assistants, it is necessary to be practical, diligent, modest and friendly.
2. Responsibility is more precious than anything.
Any company that spends money to hire people gives its employees not only a job, but also a responsibility. ? Responsibility is more precious than ability? . Perfect things always need people to be focused, highly responsible, pay attention to details and start from small things. The best employee must be the most responsible employee.
3. Learn to respect and keep promises. When communicating with consumers, shop assistants should learn to respect and endure, and learn to listen. In any case, we should respect each other, introduce enterprises and products honestly, seek truth from facts, do not belittle our opponents, do not cheat by luck, and keep our promises to consumers.
4. Service first
Service is the foundation of a shop assistant, which runs through the whole process of sales and is the main means of a mature market. Consumption is not only a product, but more importantly, culture, service, enjoyment and trading are all good, but we also need full service without trading. We should tolerate failure, learn lessons and constantly sum up.
Remember: trouble is the result of improper handling, difficulty is the reflection of insufficient study, and frustration is the price of insufficient efforts.
I am a professional, so I am confident that a shop assistant must be confident, optimistic and learn to learn a course? Business? , and gradually reflect the professionalism of the profession. Only by continuous learning and accumulation, having the necessary knowledge reserves and cultivating absolute confidence in companies, shopping malls and products can we be confident.
Therefore, the operation of a pharmacy needs to pay a lot. From now on, cultivate yourself, exercise your ability and make your future more brilliant!
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