连锁药店品牌传播方式的偏好调查研究

Investigation on Preference of Brand Communication Way for Chain Drugstores

目的了解消费者对连锁药店品牌传播方式的偏好情况,为连锁药店优化品牌传播管理提供参考和依据。方法采用问卷调查方式调查福州市5个区共350个样本,并进行统计和分析。结果共发放问卷350份,回收有效问卷320份,有效回收率为91.43%;连锁药店品牌传播方式偏好调查结果,按消费者偏好程度递减依次排序为慈善公益宣传,口碑传播,讲座,店庆或节假日促销,品牌或产品体验,电视广告,报刊广告,药店传单或手册,广告牌,车体广告,网络、QQ或微信,电话或短信。结论连锁药店应加大慈善公益宣传力度,提升企业的口碑传播效应;通过会员营销管理,提升药店会员品牌忠诚度;将品牌消费意识植入药店消费者管理中,塑造良好的连锁药店品牌形象;优化品牌传播方式的组合应用,达到降低品牌传播成本、提升品牌传播效果的管理目的。

Objective To understand consumers’ preference of brand communication way for chain drugstores,in order to provide reference and basis of optimizing management of brand communication for the chain drugstores. Methods A total of 350 samples from 5 districts of Fuzhou city were investigated by questionnaires and analyzed statistically. Results Totally 350 questionnaires were sent out,320 were effectively received,with effective rate of 91. 43%. The investigation results of brand communication way for chain drugstores showed that the descending order of consumer preference was as follows： charitable public welfare propaganda,word-of-mouth promotion,lectures,celebrate or holiday promotion,brand or product experience,television commercials,newspaper and magazine advertisements,pharmacy leaflet or manual, billboards, vehicle advertisements, network, QQ or We Chat, telephone or SMS. Conclusion Chain drugstores should enhance the propaganda intensity of charitable public welfare, improve the word-of-mouth communication effect of enterprise. Through the membership marketing management,the brand loyalty of drugstore members is improved. Brand consumer consciousness were implanted in pharmacy management in order to shape good brand image of chain drugstores. Optimizing the combination applications of brand communication way in order to reduce the cost and promote communication effect of brand communication.