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基于消费者调查的药店微信营销策略研究
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| 篇名： | 基于消费者调查的药店微信营销策略研究 |
| TITLE： | |
| 摘要： | 目的：了解消费者对药店微信公众号的关注情况，为药店进行微信营销提供参考。方法：采用问卷调查法对广西南宁市6个区的420名连锁药店消费者进行调查（调查内容主要包括对药店微信公众号的关注度、关注路径、关注数量、关注原因、感兴趣内容等），并对数据进行统计和分析。结果：共发放问卷420份，回收有效问卷395份，有效回收率为94.0％。关注药店微信公众号的受访消费者占27.3％；通过促销活动的二维码扫描和社交分享式“开放平台”+“朋友圈”关注是受访消费者主要的关注路径，共占67.6％；受访消费者对药店微信公众号的关注数量大多为1～2个，共占72.2％；通过关注可以微信支付、办会员卡、获赠品或享受折扣等以及可快速了解药店促销活动信息是受访消费者的主要关注原因，共占84.2％；养生保健和用药指导及促销活动信息是受访消费者最感兴趣的药店微信公众号推送内容，共占50.9％。结论：当前消费者对药店微信公众号的关注度不高，药店微信服务平台的推广与运营有待加强。药店可以通过加强药店微信公众号的推广力度、倡导全员参与、创设有吸引力的关注路径等来让更多消费者关注其微信公众号，并通过创造有价值的服务内容、选择人性化的表现形式、提供专业的药学服务、搭建合理运营平台等促使已关注公众号的消费者主动点击。 |
| ABSTRACT： | OBJECTIVE： To investigate the consumers’ concern about the drugstore WeChat public number， and to provide reference for the WeChat marketing of drugstore. METHODS： A questionnaire survey was conducted among 420 consumers of chain drugstores in 6 districts of Guangxi Nanning （its contents mainly included consumers’ attention level， the route of attention， the number of concerns， the reasons and interests focused on for the WeChat public number）， and the related data were collected and analyzed. RESULTS： A total of 420 questionnaires were distributed and 395 valid questionnaires were collected with effective recovery rate was 94.0％. The surveyed consumers concerning about the drugstore WeChat public number accounted for 27.3％； the main concern ways of the surveyed consumers were scanning two-dimensional code in the promotion activities and social sharing “open platform”+“circle of friends” concern， totally accounting for 67.6％； most of the surveyed consumers have 1-2 drugstore WeChat public numbers， accounting for 72.2％； the main reasons for the surveyed consumers to focus on WeChat public number were that they can pay by WeChat， apply for membership cards， receive goods or discount and can quickly understand the drugstore promotional information， accounting for 84.2％； health care， medication guidance and promotional activities information were the most interest contents pushed by drugstore WeChat public for the surveyed consumer， accounting for 50.9％. CONCLUSIONS： The consumer’s current concern about the drugstore WeChat public number is not high， and the promotion and operation of drugstore WeChat service platform need to be strengthened. drugstore should attract more consumers to concern about its WeChat public number by strengthening the promotion of drugstore WeChat public number， advocating full participation， creating attractive path etc.， and promote the consumers having concerned about the public number take actively click it by creating valuable service content， selecting the humanized performance， providing professional pharmacy services， building a reasonable operating platform. |
| 期刊： | 2017年第28卷第3期 |
| 作者： | 罗丹凤 |
| AUTHORS： | LUO Danfeng |
| 关键字： | 消费者调查；药店；微信公众号；微信营销 |
| KEYWORDS： | Consumer survey； Drugstore； WeChat public number； WeChat marketing |
| 阅读数： | 452 次 |
| 本月下载数： | 22 次 |
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