香积堂大药房创业案例分析

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1、西南交通大学硕士研究生学位论文第1I页Flll●●____———_______—__——●_—___●—__——墨——皇墨—————_●●_—__—___●__________————___—-———_____—-—__——__—-_———_-AbstractTheseyearsourgovernmentencouragesself-employedespeciallypharmaceuticalindustry．Thisthesisdiscussestheentrepreneurialoppor

2、tunitiesofPharmaceuticalretailindustryasanentrepreneur’Spointofview．ItanalysisthePharmaceuticalretailindustrymarketbasedontheindustrybackgroundandMichaelPorter’SFiveForcesModel．Itidentifieseveryrisksduringthebusiness，speciallydetailshowtoavoidthemarke

3、trisksandfinancialrisks．Afterpre—plantheprojectandfeasibilityanalysis，theconclusionisThe‘Xiangjitang’Pharmacyisaworthprojecttoinvestment．Intheprocessofentrepreneurialteamformation，thisstudyanalysiseveryshareholdermembers，elaboratethestandardsbetweenth

4、isentrepreneurialteam：Trust，understandandsamevalues．Usethe4PtheoryformulatesdifferentiatedmarketingstrategiesforTheXiangjitangPharmacy．Focusonthe‘small’healthproducts，isdifferentfromordinarypharmacyonlyfocus011drugs．‘Store+HealthConsultant’strategysuc

5、cessfullytransferthebusinessfrom‘shopkeeper’to‘itineranttrader’．Throughpricingstrategiesanduniquemarketingstrategies，showtheprofessionalservicesweoffer．AndthedevelopmentprocessforTheXiangjitangPharmacy,suchasproblemsintheconflictbetweenshareholders，th

6、eownershipandmanagementrightissues，resourcesaccessandmanagementsystemfortheshortageofimperfect，andthemeasurestakenforanalysisdescribedindetail．Inthisthesis，thechain’Sfuturedevelopmentideasarebeendescribedandit'salsosummarizedtheusefulinsightsduringent

7、repreneurialprocess．Keywords：Entrepreneurialmodel：Retailpharmacy：CaseStudy西南交通大学硕士研究生学位论文第1II页目录第l章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1研究背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯l1．2研究目的和意义⋯⋯⋯⋯⋯⋯⋯⋯⋯：⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．3研究的方法和内容⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．

8、3．1研究的方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3．2研究的内容⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯2第2章创业机会研究⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯32．1行业背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．32．1．1国内外医药行业发展现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．32．1．2中国医药零售市场现状分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯32．2新创业企业的可行性研