How to write a report on the pharmaceutical business circle

Working people: people who don't live near pharmacies, but work near pharmacies. Many of these people use commuting to buy medicines nearby, which is the main source of basic customers in the secondary business circle. Generally speaking, the more people work near the pharmacy, the bigger the business circle, the more potential customers, and the better the operation of the pharmacy.

Floating population: that is, the population passing through traffic arteries, bustling commercial areas and public places. These floating population are the main customer sources of pharmacies located in these areas, and they are the customer base of marginal business districts. The more floating population there is in a region, the more potential customers can be captured by pharmacies operating in this region, and the more operators gather, the fiercer the competition will be.

Element 2: Factors affecting the size of business circle.

Business reputation: A reputable pharmacy will have a larger business circle than other pharmacies in the same industry.

Scale of operation: The larger the scale of operation of a pharmacy, the wider the range of goods it operates, the more complete the varieties and product specifications, and the greater the scope of attracting customers. This is also the reason why fair-price pharmacies not only have many drug varieties and specifications, but also operate many non-drug varieties. Meet customer needs and facilitate customers' "one-stop" shopping.

Commodity type: The pharmacy business circle that only deals in commonly used drugs is small, while the pharmacy business circle that deals in health food, medical devices, consumer goods and nursing products is large.

Location of competitive pharmacies: The greater the distance between competitive pharmacies, the larger their business districts, and vice versa. In order to avoid overlapping business districts, large and medium-sized drug supermarkets have a linear distance of at least 2 kilometers between stores. Otherwise, not only the company's resources and social resources are a great waste, but also the competition between stores is ruthless, and the final result is both losses, such as the stores in the attached case.

Customer mobility: The greater the customer mobility, the more customers patronize pharmacies. Therefore, the marginal business circle of pharmacies will expand, thus expanding the scale of the entire business circle.

Traffic geography: the pharmacy is located in the central business district or the area with convenient transportation, so the business circle will expand. The influence of geographical factors is easily overlooked by pharmacies. In some cities, the preliminary conclusion of site selection meets the requirements, but when further investigating the business circle, it is found that the railway crossing in the main business circle or the city landscape river crossing the business circle or large parks are all factors that cannot be ignored.

Promotional activities: pharmacies can expand their popularity and influence through various promotional means, attract more customers in marginal business districts, and thus expand the scale of business districts. Regular and targeted promotional activities have a good effect on cultivating loyal customers.

Element 3: the law of retail gravity determined by business circle

Retail gravity method is the further development of the traditional definition of business circle. According to this law, the larger the population, the larger the scale and the more developed the business, the greater the attraction to customers. The attraction of pharmacies is the result of the interaction of population and distance in adjacent business districts.

Element 4: Shop Location

Traffic conditions: it is necessary to analyze whether it is convenient for customers to get to the store, whether there is a bus stop nearby, whether there is a parking lot, and whether it is convenient to transport goods.

Passenger flow law: it is necessary to analyze the type of passenger flow where the store is located, the purpose, speed and detention time of passenger flow, and the passenger flow scale on both sides of the street. There are generally three kinds of passenger flow: one is self-passenger flow, that is, customers who come to our store to buy drugs, which is the basis of pharmacy passenger flow; The second is to share the passenger flow, that is, the customers obtained from the passenger flow formed by other surrounding shops; The third is the derivative passenger flow, that is, the customers who have fallen into the store. Competitors: Mainly consider the relative concentration of pharmacies, avoiding competitors or using competitors, depending on the specific situation. As far as pharmacies are concerned, they are trying to avoid strong competitors.

Topographic features: choose a well-known place to open a shop, such as the street, the head-on place of some large public places. The display effect of pharmacies is good and the ability to attract customers is often strong.

Urban planning: understand the urban planning of the area where the store is located and consider the development prospect of the store.

Operating benefit: mainly analyze the passenger flow, the proportion of people patronizing pharmacies, the proportion of buyers patronizing customers, the average purchase volume of each transaction, etc.

[case]

A certain district in a metropolis is a battleground for cheap pharmacies because of its large area and large population.

In May 2003, "Icebreaker" opened the first A-priced drugstore in the city at the junction of Songhua River Road and Yingkou Road, with a business area of 2,000 square meters.

In March 2006 and October 2007 1 month, "Chaser" opened "D Store" and "E Store" with an area of 700 square meters and 500 square meters respectively, two kilometers and three kilometers away from "Icebreaker".

From May to June, 2007, in order to encircle the tracker, the "Icebreaker" opened two B and C pharmacies with 200 ~ 300 square meters in Liaoyuan West Road and Zhoujiazui Road within one kilometer of the "Tracker" A store.

In August, 2007, Challenger opened an F pharmacy with a business area of 700 square meters in Huangxing Road and Fushun Road between the second store, which is located in the core business circle of icebreakers and pursuers, and the distance between them is less than 1 km.

[opinion]

It should be a rational market competition for "chasers" to open D stores and E stores 2 ~ 3 kilometers away from "icebreakers", which is in line with the positioning of pharmacy business circle and the principle of location selection of large and medium-sized competitive pharmacies with a linear distance of more than 2 kilometers.