[转帖]医药企业持续赢利的金钥匙

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<p style="LINE-HEIGHT: 15pt;"><font size="3"><font face="宋体"><span style="COLOR: black; mso-bidi-font-size: 14.0pt; mso-ascii-font-family: Tahoma; mso-hansi-font-family: Tahoma; mso-bidi-font-family: Tahoma;">标题：</span><span class="biaotihuang1"><span style="FONT-FAMILY: 宋体; LETTER-SPACING: 0pt; mso-ascii-font-family: _GB2312; mso-hansi-font-family: _GB2312;"><strong><font color="#ff5908">医药企业持续赢利的金钥匙</font></strong></span></span></font><span class="biaotihuang1"><span lang="EN-US" style="LETTER-SPACING: 0pt;"><p></p></span></span></font></p><p style="LINE-HEIGHT: 15pt;"><span><strong><font face="宋体"> </font>一、医药商业症结</strong></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></strong><b><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span></b><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　市场探源：同质化竞争导致药价拼杀</span></strong><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　在我国医药尚未</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">分家</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">和药品市场总体消费水平较低的今天，国内医药批发企业超过</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">1300</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">家、零售药店的数量目前已突破</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">20</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">万家，药品零售市场明显供过于求，兼之基本是同质化经营，此起彼伏的</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">杀价战</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">硝烟日浓，药品零售行业竞争之激烈可想而知。</span></font><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　随着国家对于医疗、医药准入限制的逐步放开，我国药品市场得到了空前发展，医药零售终端更是在城市实现了密集布点，随之而来的便是恶性价格竞争：连锁药房拼不过平价药房，国有药店拼不过民营药店，这已经是不争的事实。单纯的价格竞争必然导致利润的直线下降。中国医药商业协会连锁药店分会会长王锦霞说：</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">从现在的情况看，我们一半的药品零售企业处于亏本状态，</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">20</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">％是赢利的，</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">30</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">％是保本的。</span></font><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">" <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　随着各大医药企业的</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">跑马圈地</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">竞争，迫使营销水平不断升级。伴随价格竞争的是，各大药店的主动销药意识空前高涨：终端专柜促销、电话营销服务、送药上门服务、社区咨询服务等等，手段可谓五花八门、花样翻多。但无一例外，这些手段都带有强烈的售药动机，只是为了多买药品而进行的临时作秀，没有一家医药企业能把这些服务作为日常药店经营的一部分。作为消费者来讲，面对医药商家的种种赢利行为，只可能对等地秉持自利立场，在产品同质化的状况下，一切以价格或者实惠来衡量。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　心性探源：</span></strong><font face="宋体"><strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span></strong><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">利</span></strong><strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span></strong><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">字当头自断前路</span></strong></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　执着于一己私利，必然跳不出时时贪利，处处寻利的狭隘状态，自然就把经营利益与消费者利益放置在了一个对立面。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　一个很典型的例子，医药零售终端普遍将店员待遇与销售业绩进行一种简单的挂钩。促销氛围显而易见，可消费者看到的是，堆满笑容的药店促销员在一种欲望的驱使下，用近乎强力的说教试图影响自己。这种压迫式推销非常类似于自由小商品市场里，商贩对于无标价商品的竭力叫卖。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　没有信任，没有真情实意，有的只是一桩冰冷的交易，也许还搀杂了一次侥幸的欺骗，当药店的员工暗暗欣喜自己的提成时，殊不知药店的目标顾客可能又少了一个，药店的声誉可能又遭到了一次打击，无数个一次次便不断透支您药店的短期利益和长期发展。当药店全行业笼罩在这种赢利模式下时，消费者基于对药品刚性需求的无奈，便会退而求其次，一切以价格实惠为考量，迫使您陷入价格竞争的泥潭。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　这是一个怪圈，完全自利的赢利模式最终导致药店被动让利给消费者，这在经济学上称之为博弈选择。市场交易双方就是一个互动博弈结构，当您完全无视消费者利益，等于向对方传递了一个信息：你我之间是在争利，不是你多我少，就是你少我多。你出招在先，消费者虽然被动，却也会理性接招，其结果是您主动选择了</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">惟利是图</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">的消费者。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　二、医药商业思变</span></strong><b><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span></b><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></strong><b><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span></b><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　业内观点：差异化能否行得通？</span></strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　无数次惨痛的市场经验告诉我们，产品同质化、营销同质化竞争必然导致损人不利己的价格战，只有差异化经营、特色化服务才能实现效益增值、盈利增加。遍观其它家电、啤酒行业经营态势，但凡陷入价格战泥潭，死伤遍地后，总会有若干反思者成功进行市场细分，乃至从差异化经营中培育出一片广阔的新市场，医药零售业也应如此。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　通过市场细分，可以发现尚未满足或未被充分满足的消费需求，最大限度地开发市场资源，如婴幼儿药店、妇女用品药店、男性药店等，针对婴幼儿、妇女、男性等特定目标客户开展特色心理咨询和跟踪服务。在差异化市场策略下，药店之间的竞争可以实现错位，避免此消彼长的拉锯，共同把市场培育壮大。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　正是在经历了药品营销同质化、产品雷同化的叫苦不迭竞争后，不少医药零售企业开始在药品细分经营、适度免费服务、调整产品结构、连锁加盟等方面进行尝试，以求变中取胜。这些适度差异化经营可能会改善局部经营状况，但是在</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">穿新鞋走老路</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">的经营理念指导下、在参与全体医药行业价格战的趋势下，其最终作用和效果如何实难评估，药品差异化能否行得通？</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　药企心结：服务营销谁买单？</span></strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　药品不同于其它消费品，它与人的生命健康密切相关，而中国消费者又普遍缺乏基本的生命健康知识，同时医院机构数量较少。健康咨询、保健服务、用药指导，随着市民生活水平和健康意识的不断提高，这些延续性健康服务需求几乎是必然的。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　在此方面，社区药店具有天然的终端便利性。考虑到中国尚未发展出成熟的健康咨询机构，药品零售终端如能进行整合，把药店不仅仅看作销售药品的场所，而是看做一个提供健康的场所，通过各种形式的健康顾问方式（如：在线咨询、电话问答、上门服务等），为社区居民提供健康指导和用药顾问，有助于建立巩固的消费者群体。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　但这种消费者服务理念，短期内可能意味着药店净利益的减少，因为健康服务对于大部分民众来说是不可能接受收费的，而体系化的健康服务又需要进行不少投入，这就是为什么如今药店的健康服务理念基本上流于形式。如果基于通常的线性成本收益分析理论，这种投入是没有效率的，纯属赔本买卖，医药企业自然会问：服务营销谁买单？</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　三、医药商业禅悟</span></strong><b><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span></b><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></strong><b><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span></b><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　禅商情怀：于大私处大公</span></strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　在经历了农业文明、工业文明之后，人类文明正在迈向后物质时代，我们可以说这是一个心时代、心生活、心经济的时代。所有的发展也只是为心灵的回归所作的铺垫，一切物境只是心灵的作用而巳。比如我们看，教育产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">修心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">、传播产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">明心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">，娱乐产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">调心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">、健康产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">养心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">、咨询产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">益心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">、服务产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">关心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">，</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                        </span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">慈善产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">爱心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">、宗教产业只不过是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">安心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">，呵呵，这真是个</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">直指人心</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">的时代。</span></font><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　从市场的角度看，在后物质时代或商品同质化时代，消费者不仅购买商品的功能价值，还购买商品的心灵价值，比如商品是否有更巧的心思、更多的心意、更好的心趣、更爽的心情、更醇的心境、更高的心智、更美的心灵、更强力的心志。可谓得心者，得市场。进一步讲，商品乃此心之载体、符号、表象，万物乃心之大化流行。心有万殊，故有万种商品形式创意。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　一个医药零售商说：赚十万，是自己的；赚一百万，是家庭的；赚一千万，是社会的。</span></strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　这是大私极处即大公的禅商理念，禅商，亦当首先是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">禅</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">家，然后才是</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">商</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">者。贯通禅修与经商的人必然从思想上形成了一个大的境界，拥有了推动社会发展的长远意识。个人的悟证成就实践了弘扬禅道；个人的财富积累，引领了消费潮流与福泽社会。一个人以道或事业为自我而努力进取时，私我也就融化为大公，这正是禅商发展之路。禅商的融合已是大势所趋，这也正是一国文化经济一体化的表现。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　禅商精神：中国人自己的商业法宝</span></strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　中西方文化差异决定了双方商业基础很难合一。中国社会既不可能抛弃基于情感基础的传统文化特征，也无法预见西方理性主义商业文化的在华前途。因此，中国医药商业必须从本土文化基因中寻求成功之源。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　商人的成功一般都是某个历史阶段、某种文化形态下的成功，研读历史而为市场所用，已经成为了当代企业经商者的自觉行为；海尔</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">CEO</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">张瑞敏和成都恩威集团董事长薛永新以</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">道</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">、</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">无为</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">的禅商思想指导企业的管理，取得巨大成功；</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                        </span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">中鸿天房地产公司潘石屹所推崇的</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">无偶像、无权威、无寺院</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">的</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">禅道</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">管理，获的丰厚收益；经商修禅已经孕育了一种新型的商业精神或商人精神（或企业家精神），这就是禅商精神。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">心胸有多大，事业就有多大</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">，禅商精神是中国经商者取得市场成功的商业法宝。</span></font><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　禅商精神首先是要求医药零售商提高心性修养的大智慧，用出世之心行入世之事，把工作场当作道场，其实开办成功的医药企业就是为社会做的最大的善事，当然成功的医药零售商也就是最大的善人。医药零售商要能够坦然面对身上的社会责任和盈利压力，以慈悲心做人，用菩萨心做事，把</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">创建和谐社区、构建健康会所、进行健康行销</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">作为医药零售企业的经营宗旨，作为社区的健康顾问，在社区居民健康身心中获得药店业务的持续发展。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"> <BR< p></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">四、医药健康赢利新模式</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　</font></span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><strong><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　行销健康：药品零售业者的一次禅悟</span></strong><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　行文至此，理应把</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">禅修</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">和药品零售结合起来了。很显然，药品经营牵涉生命健康，它更具有心灵交流的迫切性和道德正义性。因此，放弃逐利当头的私心是应有之意。医药零售商如能以禅修之心看待自己的事业，必然可以进入到一个服务大众健康的社会发展意境。</span></font><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　首先，我们必须抛弃单纯的逐利动机。作为管理者来讲，应当重新定义绩效考评的标准，不再把营业额与员工收入进行简单挂钩，而是要激发员工对于消费者的健康关爱，象对待家人的健康一样去关爱每一个消费者，由此来打开情感交流的固有障碍。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　其次，药品零售终端拥有整合社区健康咨询服务的天然优势，管理者理应立足全面健康服务体系的大意境，深入社区提供有效的健康服务，积累消费者情感信赖。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　最后，通过不断开展丰富多彩的健康服务活动，如：健康之星评选、健康会所建立、健康顾问培训、健康俱乐部等多种形式，逐步积累社区资源、建立社区客户档案，实现药店与社区居民心与心交流的通道，最终树立起专业健康服务机构形象。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　这一切都在做一件与以往不同的事情：把企业生存直接依赖的药品销售行为纳入更为周全的健康服务中去，实现前台健康咨询，后台药品销售。健康服务成为经营主题和业绩表征，它是消费者信赖与企业发展的基石，而药品销售只不过是环节之末，水到渠成。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";"><font face="宋体">　　舍眼前之利是为了树立自身服务大众健康的公信形象。如果说变革中的损失与付出是断臂求生，那么假以时日，赤诚的公信展现必然换得广大消费者的持久的信赖依归。这是一种心与心的坦诚与交融，没有逐利的赤裸与见利忘义。有的只是药店经营者孜孜不倦对于社区民众健康福祉的经营，是对和谐社会、和谐社区构建全心的参与，而民众则视其为健康导师，心灵护士，彼此在心性的澈真中建立人际的情感交融，促进大众健康事业和社会和谐。</font></span><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">
                                <br/></span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　</span></font><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><br/></span><font face="宋体"><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">　　经历身体</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">禅修</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">和心性</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">禅悟</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";">"</span><span style="FONT-SIZE: 9pt; COLOR: black; mso-ascii-font-family: ""; mso-hansi-font-family: "";">之后，在健康赢利新模式的医药零售市场运作中，如果回首曾经的单纯利益和利润追求，我们会发现，那只不过是不求而得的自然实现。</span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: "";"><p></p></span></font></p><p style="LINE-HEIGHT: 125%;"><font face="宋体"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; LINE-HEIGHT: 125%; FONT-FAMILY: "";"> </span><b><span style="FONT-SIZE: 10.5pt; COLOR: #339966; LINE-HEIGHT: 125%; mso-bidi-font-size: 12.0pt;">详情请进<span lang="EN-US">-></span></span></b><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; LINE-HEIGHT: 125%; FONT-FAMILY: ""; mso-bidi-font-size: 9.0pt;"> </span><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; LINE-HEIGHT: 125%; FONT-FAMILY: "";">  </span><span lang="EN-US"><a href="http://www.ruisy.com/"><font size="3"><b><span lang="EN-US" style="COLOR: red; LINE-HEIGHT: 125%; mso-bidi-font-size: 9.0pt;"><span lang="EN-US">瑞商<span lang="EN-US">网</span></span></span></b><b><span style="COLOR: red; LINE-HEIGHT: 125%; FONT-FAMILY: ""; mso-bidi-font-size: 9.0pt;">—</span></b><b><span lang="EN-US" style="COLOR: red; LINE-HEIGHT: 125%; mso-bidi-font-size: 9.0pt;"><span lang="EN-US">药品品类管理学习实战平<span lang="EN-US">台</span></span></span></b></font></a><font size="3">http://www.ruisy.com/content.aspx?id=524&catid=45</font></span></font></p>

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关键词：医药企业 金钥匙 中西方文化差异 Content 穿新鞋走老路

药品差异化感觉很好，但是不知道具体如何个差异法

说的和做的由很大的差距

说的和做的由很大的差距