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影响重庆市消费者选择零售药店的因素分析
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| 篇名： | 影响重庆市消费者选择零售药店的因素分析 |
| TITLE： | |
| 摘要： | 目的：为零售药店的生存与发展提供参考。方法：采用问卷调查法，对重庆市主城区500例消费者选择零售药店的主要因素进行分析；结合探索性因子分析法，归纳影响消费者选择零售药店的主要因子和重要因子；并利用单因素方差分析法就重要因子及其变量与消费者的个性特征之间的关系作进一步研究。结果与结论：在发放的500份问卷中，回收有效问卷403份，有效率达80.60％。在影响消费者选择零售药店的19个因素评价指标中，专业药学服务、顾客便利、药店声誉及购药成本已成为影响重庆市消费者选择零售药店的主要因子，其中专业药学服务与顾客便利是影响消费者选择零售药店的重要因子。消费者的个性特征对影响消费者选择零售药店的因素也存在不同的影响。因此，零售药店应将竞争策略从传统单一的价格竞争转移到差异化服务竞争上，做好顾客细分，提升专业药学服务水平，关注顾客便利需求的差异性，创新服务形式。 |
| ABSTRACT： | OBJECTIVE： To provide reference for the survival and development of retail pharmacies. METHODS： By questionnaire survey， main influential factors of 500 consumers’ choice to retail pharmacies in urban district of Chongqing were analyzed； combined with exploratory factor analysis， main factors and important factors of consumers’ choice to retail pharmacies were summarized； single factor variance analysis was adopted to study the relationship of important factors and their variables with the personality characteristics of consumers. RESULTS & CONCLUSIONS： Among 500 questionnaires， there retrieved 403 effective questionnaires with effective rate of 80.60％. Among 19 influential factors of consumers’ choice to retail pharmacies， professional pharmaceutical care， customer convenience， drugstore reputation and purchase cost had become the main influential factors； pharmaceutical care and customer convenience were important factors that affected the choice of retail pharmacies. While， consumers’ personality characteristics have different influences on consumers’ choice to retail pharmacies. So， competitive retail pharmacies should transfer traditional price competition strategy into differentiated service competition， subdivide customers， promote professional pharmaceutical care， focus on the difference of customer convenience service and innovate service form. |
| 期刊： | 2016年第27卷第16期 |
| 作者： | 刘洋 |
| AUTHORS： | LIU Yang |
| 关键字： | 零售药店；问卷调查；专业药学服务；顾客便利 |
| KEYWORDS： | Retail pharmacy； Questionnaire survey； Professional pharmaceutical care； Consumer convenience |
| 阅读数： | 498 次 |
| 本月下载数： | 8 次 |
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