連鎖經營的盈利戰略（三）
這種貼牌(pai)(pai)方式的(de)(de)產(chan)(chan)品比聯(lian)采(cai)的(de)(de)產(chan)(chan)品的(de)(de)采(cai)購成本低很多，以銀黃(huang)顆粒為例，其零(ling)售(shou)機價(jia)格為18元(yuan)左右(you)的(de)(de)OEM采(cai)購成本可以降到(dao)1塊多。這樣大(da)大(da)降低了(le)連(lian)(lian)鎖藥店(dian)(dian)(dian)購進成本，使連(lian)(lian)鎖藥店(dian)(dian)(dian)的(de)(de)利潤得(de)到(dao)顯著(zhu)提升。而在(zai)門(men)店(dian)(dian)(dian)銷(xiao)(xiao)售(shou)中，連(lian)(lian)鎖公司不僅僅是要(yao)(yao)求店(dian)(dian)(dian)員(yuan)對此類(lei)產(chan)(chan)品進行(xing)(xing)首推，還要(yao)(yao)求各門(men)店(dian)(dian)(dian)店(dian)(dian)(dian)長對每位(wei)店(dian)(dian)(dian)員(yuan)進行(xing)(xing)銷(xiao)(xiao)售(shou)任務(wu)的(de)(de)下達(da)，以蘇州(zhou)海(hai)王某門(men)店(dian)(dian)(dian)為例，店(dian)(dian)(dian)長要(yao)(yao)求每位(wei)店(dian)(dian)(dian)員(yuan)每天(tian)必須(xu)賣出(chu)80元(yuan)的(de)(de)貼牌(pai)(pai)產(chan)(chan)品，并(bing)進行(xing)(xing)末位(wei)淘汰制，店(dian)(dian)(dian)員(yuan)工資獎金還與銷(xiao)(xiao)售(shou)任務(wu)掛(gua)鉤。同(tong)時店(dian)(dian)(dian)內貨架上(shang)(shang)貼牌(pai)(pai)產(chan)(chan)品必須(xu)保持最好的(de)(de)陳列狀態。以上(shang)(shang)各項(xiang)舉措都大(da)大(da)提高了(le)門(men)店(dian)(dian)(dian)銷(xiao)(xiao)售(shou)利潤大(da)的(de)(de)產(chan)(chan)品的(de)(de)銷(xiao)(xiao)售(shou)量。
最后，在完(wan)(wan)成自身產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)結構(gou)優勢顯現后，對店(dian)(dian)(dian)(dian)(dian)內的(de)(de)(de)(de)(de)廠家(jia)駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員進(jin)行(xing)收編(bian)和(he)清理(li)(li)，達(da)到利潤(run)最大化(hua)(hua)。生產(chan)(chan)或代理(li)(li)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)企業(ye)向(xiang)零售(shou)(shou)(shou)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)派駐駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員對其(qi)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)進(jin)行(xing)促銷(xiao)(xiao)(xiao)提量的(de)(de)(de)(de)(de)營銷(xiao)(xiao)(xiao)手段(duan)已經普遍被一(yi)些企業(ye)所采用(yong)。但當連(lian)鎖(suo)(suo)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)已經完(wan)(wan)成聯采產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)和(he)貼(tie)牌(pai)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)過程后，更加需要(yao)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)的(de)(de)(de)(de)(de)店(dian)(dian)(dian)(dian)(dian)員齊心協力賣好(hao)其(qi)貼(tie)牌(pai)和(he)聯采的(de)(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)以(yi)獲得產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)的(de)(de)(de)(de)(de)最大利潤(run)化(hua)(hua)，因此(ci)，駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員的(de)(de)(de)(de)(de)存(cun)在往往不(bu)能(neng)夠發揮其(qi)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)的(de)(de)(de)(de)(de)營銷(xiao)(xiao)(xiao)手段(duan)的(de)(de)(de)(de)(de)統(tong)一(yi)實(shi)施(shi)，駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員為(wei)了(le)其(qi)代表的(de)(de)(de)(de)(de)企業(ye)的(de)(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)上量，尤其(qi)是(shi)有與連(lian)鎖(suo)(suo)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)貼(tie)牌(pai)和(he)聯采產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)相沖突的(de)(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)時，會導(dao)致(zhi)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)內向(xiang)顧客(ke)推薦產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)出現兩個(ge)聲(sheng)音，導(dao)致(zhi)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)工作(zuo)的(de)(de)(de)(de)(de)混亂。同時，連(lian)鎖(suo)(suo)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)更希望藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)的(de)(de)(de)(de)(de)店(dian)(dian)(dian)(dian)(dian)員真(zhen)正成為(wei)他自己(ji)高利潤(run)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)促銷(xiao)(xiao)(xiao)員，且(qie)便(bian)于(yu)管理(li)(li)統(tong)一(yi)。對駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員的(de)(de)(de)(de)(de)清理(li)(li)是(shi)連(lian)鎖(suo)(suo)發展(zhan)到一(yi)定階段(duan)的(de)(de)(de)(de)(de)必然結果。而(er)(er)且(qie)通過廠家(jia)派駐的(de)(de)(de)(de)(de)駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員在門(men)店(dian)(dian)(dian)(dian)(dian)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)工作(zuo)中(zhong)實(shi)際能(neng)力的(de)(de)(de)(de)(de)表現，連(lian)鎖(suo)(suo)藥(yao)(yao)(yao)(yao)店(dian)(dian)(dian)(dian)(dian)可以(yi)非常輕(qing)松(song)的(de)(de)(de)(de)(de)收編(bian)和(he)招(zhao)聘(pin)到優秀的(de)(de)(de)(de)(de)店(dian)(dian)(dian)(dian)(dian)員，為(wei)企業(ye)人(ren)力培養和(he)挖(wa)掘人(ren)才是(shi)件不(bu)可多(duo)得的(de)(de)(de)(de)(de)好(hao)事(shi)。而(er)(er)這個(ge)階段(duan)海王(wang)星辰已經開始(shi)實(shi)施(shi)了(le)。而(er)(er)行(xing)業(ye)中(zhong)貴州(zhou)一(yi)樹(shu)連(lian)鎖(suo)(suo)公司(si)走得比較(jiao)早，他們已經完(wan)(wan)成了(le)駐店(dian)(dian)(dian)(dian)(dian)店(dian)(dian)(dian)(dian)(dian)員的(de)(de)(de)(de)(de)清理(li)(li)工作(zuo)。
未(wei)來(lai)OTC市(shi)場(chang)競爭對于(yu)連(lian)鎖公(gong)司(si)來(lai)講(jiang)，以(yi)價(jia)格競爭為手段的營銷模(mo)式會繼續維(wei)持下去，而(er)在此基(ji)礎上如何提升(sheng)藥店的贏利(li)水平是我們必須重(zhong)視(shi)的，他關系到連(lian)鎖公(gong)司(si)的生(sheng)存和發展(zhan)大計，誰能在下一輪的競賽中(zhong)勝出(chu)，誰將成為中(zhong)國今后真正意義上的品牌連(lian)鎖企業。
