中国药品零售商实施自有品牌战略的现状分析

Strategy analysis on Chinese drug retailers implemented its private brand

本文探讨了国内医药零售企业发展自有品牌战略的现状。高额的利润是企业实施自有品牌战略的原动力,但是高利润与高风险并存,企业在实施自有品牌战略的过程中采取极端的方式,出现了种种问题,走入了自由品牌战略的误区,使得目前医药零售行业实施自有品牌的现状出现了种种问题。科学有效地开发自有品牌,建立药品零售的质量管控体系,是企业成功实施自有品牌战略并且健康发展的关键。

In this article, the status situation of the domestic medicine sales enterprise to develope the private brand. The high quota profit is the driving force why enterprises implements the private brand strategy, but the high profit always coexists with the high risk. Sorts of problems are existing in the status drug retail sale enterprises which walk into the erroneous zone of private brand because they execute the strategy in the extreme ways. Developing the private brand scientificly and effectively, and buihing the quality control system of drug retail sales are the key missions to execute the private brand strategy of the enterprises.