摘要
在医药企业数目逐年增长的大背景下,医药消费者获得了更多的治疗方案,但同时也导致消费者多样化寻求的行为。而医药企业如何减少消费者多样化的寻求行为,留住消费者,提高销售额成为目前医药企业必须要重视的问题。探讨影响医药消费者多样化寻求行为的因素,主要包括价格促销力、口碑影响力、社区情感营销。受试者中有将近80%的受试者没有了解过社区情感服务,在了解过社区情感服务的受试者中仅有30%左右亲身经历过社区情感服务,运用SPSS25.0对数据进行分析,得出结论价格促销力、口碑影响力、社区情感营销负向影响多样化寻求。因此,医药企业可以通过与之相关的营销活动,减少医药消费者多样化寻求的行为,达到增加销售额的目的。
In the context of the increasing number of pharmaceutical enterprises year by year, medical consumers get more treatment options, but at the same time, it also leads to the emergence of the consumer seeking behaviors. However, how to reduce the consumer seeking behaviors, retain consumers and increase sales volume has become an important issue for pharmaceutical enterprises. To explore the factors that influence the consumer seeking behavior of medical consumers, this paper mainly includes price promotion power, word-of-mouth influence and community emotional marketing. Nearly 80% of the subjects didn’t know community emotional service, and only about 30% of the subjects knew about community emotional service had personally experienced it. This paper uses SPSS 25.0 to analyze the data and draw the conclusion that price promotion power, word-of-mouth influence and community emotional marketing are all negatively influencing diversification. Therefore, pharmaceutical enterprises can reduce seeking behaviors of pharmaceutical consumers, reduce the diversified seeking behavior of pharmaceutical consumers and increase sales through relevant marketing activities.
作者
贾坤
陈传宇
范广伟
JIA Kun;CHEN Chuan-Yu;FAN Guang-Wei(School of Business Administration,Shenyang Pharmaceutical University,Shenyang 110015,China)
出处
《中国药物经济学》
2021年第8期5-10,16,共7页
China Journal of Pharmaceutical Economics
基金
辽宁省教育厅基本科研项目(2017WQN02)。
关键词
价格促销力
口碑影响力
社区情感营销
多样化寻求
Price promotion power
Word-of-mouth influence
Community emotional marketing
Diversified search
