药店活动方案

    药店圣诞节元旦促销方案                                                                

    一、活动背景                                                                

    从以往的经验看圣诞节对于药店促销来说推动性不是很大，但机会不可放过，将两节合并一块，借机宣传并加强药店影响力度。                                                                                                                                

    二、活动目的                                                                

    加强药店外在形象，扩大知名度。                                                                                                                                

    三、活动主题                                                                

    送给你家一般的温暖                                                                                                                                

    四、活动时间                                                                                                                                

    五、活动方式                                                                

    打折、买赠、义卖                                                                                                                                

    六、活动内容                                                                

    1、凡在促销期间，本店所有感冒类药品均九折销售，会员及持有本店以往消费收银条的顾客可以享受八折优惠。                                                                

    2、老年人消费达50元以上，可凭身份证及收银条获得免费出诊卡一张。                                                                

    3、贫困家庭凭借证明可免费获得家庭药箱一盒（共500份）。                                                                                                                                

    活动二                                                                

    本店开展**老年人保健品义卖活动，所得利润全部捐于**贫困基金，用于无钱就医的同胞。                                                                

    凡参与者都可以在爱心展板上签名献祝福。                                                                                                                                

    七、活动宣传                                                                

    宣传单、dm单、展板、店外条幅、报纸、无线电、电视、网络。                                                                                                                                

    八、                                                                

    1、所有营业员、促销员要做到温暖到家的气氛。                                                                

    2、要充分利用媒体来宣传此事，加强企业形象及力度。                                                                

    3、赠品要提前准备，统一定做。                                                                                                                                

    最后，再次提醒，药店的两节活动的准备要提前，规划到每个时间点，宣传要到位，每年的宣传要有一个主题，且有新意，药店可以借鉴商超的活动，结合自己的受众人群适度调整。                                                                                                                                

    主题口号：                                                                                                                                

    1、 真情回报,购物有礼,大型优惠活动                                                                                                                                    

    2、 专家现场免费义诊 ,仪器免费检测                                                                

    3、 会员奖品大派送                                                                                                                                

    时 间：月日--月日                                                                

    地 址 大药房                                                                                                                                

    内 容：                                                                

    1、所有会员派送礼品,现场兑现积分奖品                                                                

    1）、采取宣传页告知,电话逐个通知,每个会员均免费发放精美茶杯一个.                                                                

    2）、会员按前期积分多少兑现场兑奖                                                                

    3) 、现场免费办理会员卡                                                                                                                                

    2、 专家现场免费义诊                                                                

    现场免费为顾客就诊，免费开据医药处方，仪器免费测量心血管,胃肠道,糖尿病,风湿等疾病，顾客可以凭处方购药享受10%的优惠。aa大药房以真情回报顾客对aa大药房的大力支持与关注。                                                                                                                                

    3、 aa大药房购药送礼、抽奖大型活动                                                                

    活动期间，顾客购买商品满8元可获取礼品一份,礼品按购买金额对应提高.购买商品满58元可参加现场抽奖一次,中奖率为100%。(多买多抽)                                                                                                                                

    促销活动的难点:                                                                

    当前促销活动往往不被消费者关注，消费者参与热情不高,容易导至促销活动到场人数不够,活动效果不佳.其实并不是促销活动本身不具备吸引力的问题，而是由于当前各种促销活动太多、太乏乱，部份活动在宣传中没有将促销活动的核心利益点表达清楚,宣传的执行力度也不够.故而，活动宣传单也需要进行精心的设计和创意，其关键还在于怎样投递，采取什么方式投递,投递的范围和密度。                                                                                                                                

    常见的促销活动形式:                                                                

    主要有三种，即降价和打折、派送礼品、现场有奖促销。                                                                                                                                

    在具体的操作，特价和打折对一些敏感的消费群体的影响力是最大的，特别是部份敏感药品价格的特价极易起到事半功倍的作用。与之相对应的是派送，会员礼品派送可以让会员享受到其消费者的价值，达到稳定前其会员这个忠实消费群的目的.现场有奖促销是提高活动现场购买欲望和吸引人气的重要手段,是活动成功的保证.                                                                                                                                

    一般说来，消费者接受活动信息的模式为：注意--兴趣--欲望--行动--满足。                                                                

    一、促销活动的目的                                                                

    二、活动内容根据主题确定                                                                                                                                    

    活动成功的前提就是活动内容要有吸引力。包括活动前的宣传模式,活动内容的特价商品、打折、会员送礼、购药大抽奖、专家义诊等，都是吸引目标人群必不可少的手段 .                                                                

    三、活动前的准备工作                                                                

    1、信息发布                                                                

    ①、活动信息发布可选择在药店周边地采用宣传单投递、口碑宣传，各家各户高密度甩投，其宣传单总量为1万份，投递的重点为集市商业区、菜市场、居住门户、老年人娱乐活动中心等等。 电话通知到每一位药店会员.                                                                                                                                

    ②、从11月26日-10月27日开始发布促销活动广告信息。                                                                                                                                

    ③、在aa大药房门口挂横幅一条，内容为活动主题口号，时间为11月25日-11月30日。                                                                

    3、现场布置                                                                

    活动现场布置得好，可以使活动进行的有条不紊，增加活动气势和氛围，吸引更多人参与。                                                                

    （1） 写有活动主题的横幅。                                                                

    （2） 突出活动主题内容的大幅展板和背板。                                                                

    （3） 挂旗、桌牌、大幅海报、宣传单。                                                                

    （4） 咨询台、礼品（会员奖品）发放台、抽奖箱等等。                                                                

    (5) 义诊检测服务台 .                                                                                                                                

    人员安排                                                                                                                                

    （1） 安排足够数量的服务人员，并佩带工作卡，便于识别和引导服务。                                                                

    （2） 现场要有秩序维持人员。                                                                

    （3） 现场义诊人员、销售员工既要分工明确又要相互配合。                                                                                                                                

    四、现场执行要点                                                                

    1. 人员,活动物资准备就绪.                                                                

    2、宣传人员现场派发宣传单，介绍活动内容，引导顾客进药店或参与义诊活动。                                                                

    3、掌握好活动节奏，维持好现场秩序防止出现哄抢和其他意外，以免造成负面效应。                                                                

    4、礼品在规定时间发放,不宜太早太晚，发放时登记会员资料、签字。                                                                                                                                

    五、活动结束总结会                                                                

    1、活动成败的分析报告                                                                

    (1)费销比的计算                                                                

    (2)到店顾客人数统计                                                                                                                                

    2、新会员注册管理,活动后会员优惠的制定                                                                

    3、顾客意见的整理与落实篇二：药店活动策划书                                                                            

    ********店活动策划书                                                                

    一、 活动时间：2013年12月31日至2014年01月02日。                                                                

    二、 活动主题：****，真心让利。                                                                

    三、 活动背景：但近期竞争对手正在打价格战，对我店的影响甚大。另一方面                                                                

    由于为了提升镇形象，严厉取缔路边摊，对我店的客流亦产生重大影响。                                                                

    四、 活动目的：1、提升我公司门店的影响力，回笼老顾客，增加客流量，让                                                                

    利顾客，回馈消费者，提高我店的竞争力。                                                                

    2、本次活动主要以高血压、糖尿病类型药为主，在活动结束后调低销售价格，挽回此类商品的价格形象（设想幅度为在会员价的基础上调低5%-8%左右）。                                                                

    五、 活动投资成本：                                                                

    1、 辅助赠品：鸡蛋500只（0.6元每只），七叶丹牙膏21只（2元每只），                                                                

    牙刷6只（1.5元每只），香皂22只（3元每只），食用油3桶（50元每桶），西洋参187克（2元每克），浴球若干塑轴棉签若干。折价大民币为1041元。                                                                

    2、 让利优惠：商品折扣所亏损的营业额，预计为1632.1元。                                                                

    3、 辅助办公用品：宣传pt纸若干张，惊爆价指示牌若干个，宣传单1000                                                                

    份（280元），大型海报5米乘以4米一份（价格350），其他办公耗材折算人民币60元，共计690元。                                                                

    4、人力成本不计。                                                                

    总投资成本：1041+1632.1+690=3363.1元                                                                

    六、活动布置：                                                                

    1、店内布置：主要以店内明显地方张贴若干张pt宣传纸加劲爆指示牌为主。                                                                

    2、活动宣传：（1）店门口在新大街方向张贴大幅海报一张。                                                                

    （2）活动前5天内在店周围1000米内投放宣传单1000张。                                                                

    七、 活动内容：                                                                

    1、消费满60元钱款归整：所谓钱款归整，是指顾客购买商品达到一定数额时，钱款都将归于整数，免除钱款的零头部分。例如账面的货款是69.99元，那么只收顾客60元，余下的9.99元就免除不计了。特价商品不参与此项活动。      但有一个前提：顾客必须购买60元及以上才能享受到这种待遇。                                                                

    2、半价销售：（1）凡购买清热降火类商品满15元可享受5折购买银花露一瓶（含糖型2元，不含糖型2.5元）。                                                                

    （2）凡购买避孕套一盒可享受同品种第二盒半价优惠。                                                                

    （3）凡购买纽斯葆系列商品一瓶即可享受同系列品种第二盒半价优惠。                                                                

    3、满就送：（1）凡在本店购物满20元即送牙刷或浴球一只。                                                                

    （2）凡在本店购物满40元即送香皂一只。                                                                

    （3）凡在本店购物满60元即送七叶丹牙膏一只。                                                                

    活动期间每日进店前30名顾客购物满10元即送鸡蛋5只。                                                                

    4、温情一元购物：（1）凡在本店购物满166元，即可以一元购一只优质西洋参。（2元每克西洋参，价值25元）                                                                

    （2）凡在本店购物满288元，即可以一元购两只优质西洋                                                                                                                                    

    参。（2元每克西洋参，价值50元）                                                                

    （3）凡在本店购物满388元，即送食用油一桶（价值65元）                                                                

    5、满就减：凡在本店购物满888元以上立减111元。                                                                

    6、双"时"特销：在2014年1月1日13点至13点11分和19点至19点11分                                                                

    （1）板蓝根（九寨沟产）5元每袋。                                                                

    （2）金嗓子3元每盒。                                                                

    （3）清凉喉片0.5元每只。                                                                

    （4）复方酮康唑乳膏（上海朝晖产）0.5元一只。                                                                

    以上商品每人限购2只                                                                

    7、（内定）直接以劲爆牌张贴于标价签处：效期为2个月之内的5折，3-4个月之内的7折，效期5-6个月之内的8折。                                                                

    八、活动目标：                                                                

    本次活动期限为3天，考虑到宣传条件有限，预计对销售额的影响度呈阶梯式增加。最终目标为活动期内平均营业额增加50%以上。篇三：大药房促销活动策划方案一                                                                            

    （一）   xxx大药房促销活动策划方案                                                                

    引文                                                                

    一   企业现状分析：：                                                                

    xxx大药房是一个连锁药店的总店，其店面选址在交通主干道，交通便利，商业繁华，以其药店为中心，在半径500米的影响力范围内有6家药店，竞争十分激烈，在其影响力范围内有2个社区，2个家属院和1家公立医院。                                                                

    xxx大药房是一个中西药，医疗器械均出售的综合性药店，有2层，其营业面积有500平方米。经营药品种类3000余种（包括医疗器械），有坐诊医师，解答消费者遇到如何选药的问题。未做促销活动之前，药店已有小规模的买赠行为。日营业额平稳，增长不明显，消费群体也较固定为附近社区和家属院的住户，中老年纪的较多。                                                                

    二  竞争者分析：                                                                

    其它六家药店的经营状况与本店类似：消费群体稳定，营业额平稳；无大规模的促销活动。                                                                

    三  分析结果：                                                                

    各店都在寻找利润新的增长点，药店的利润来源有三块：中间商，药品品种，客户。由于中间商与药品品种有采购部门负责所以在此不予评论。                                                                

    关于对消费者的促销十分重要，因为企业经营中账面性收入几乎全部来自药店营业性收入，所以消费者的量的多寡对药店经营结果的关系是显而易见的，量变引起质变，只有消费者的客流量上升了，药店的营业性收入才会提高，企业的收入才会增加。所以我们所面临的首先问题是：如何让消费者进店；其次，如何让进店的消费者都能满意而归。所以药店促销在整个经营活动效果中起着十分重要的作用，它作用表现在：1.能有效地加速新开业药店被市场接受的过程;2.能有效地抵御和击败竞争者的促销活动；3.能有效地刺激消费者购买和向消费者灌输；4.有效的影响连锁店和加盟店，特别是加盟店的交易行为，对这些作用的认识有助于我们正确理解促销的正确地位，有效地开展促销工作。                                                                                                                                    

    正文                                                                

    一  活动主题：                                                                

    爱心奉献社会  幸运送给顾客                                                                

    二  活动时间：                                                                

    2009年10月20日--2009年10月24日                                                                

    三  活动地点：                                                                

    xxx大药房药房内与药房前的空场地                                                                

    四  活动目的：                                                                

    1.增加xxx大药房的店内客流量；                                                                

    2.提高xxx大药房在当地的知名度;                                                                

    3.在稳定固有消费者的同时，发掘新的消费群体，                                                                

    五  活动内容：                                                                

    1.免费办理会员卡，持卡可享受药品会员价，并可参加药店举办的各                                                                

    种优惠活动。                                                                

    分析：设置该项目的目的是为了发掘新的消费群体，使其参与到购药                                                                

    的全过程，了解，体验并接受这家药店，为将其发展成稳定消费者打下一个好基础。                                                                

    在商业竞争中，价格战是商家在竞争中最常使用的有效手段之一，此                                                                

    举可以达到快速吸引消费者，发掘新消费者，打击削弱竞争对手等作用，对于新开张，想迅速占领市场，扩大销售，增加影响力，增强传播效果的店面，不失为一种操作方式。                                                                

    2.持会员卡的消费者在活动期间，购药（不包括医疗器械）均可享受双倍积分，积累满相应积分可免费兑换相应礼品。每月25日为积分兑换礼品日。积分方式：消费满10元积1分，依次类推。（兑换礼品目录详见店内公告）                                                                                                                                    

    分析：设置该项的目的是起到稳定固有消费者的作用。消费者购买药                                                                

    品是一个多次重复的消费行为，为了维系住他们的这种消费行为，就需要给他们设定一个消费金额目标，刺激他们的消费欲望，鼓励多次消费，以达到稳定消费者的作用。                                                                

    3.活动期间，凡购药满相应金额药品的顾客，可免费获得相应赠品。                                                                

    18元送1袋食盐：                                                                

    38元送1块208g透明皂：                                                                

    58元送1瓶洗洁精；                                                                

    88元送1双拖鞋；                                                                

    128元送1袋10斤面粉；                                                                

    158元送1.5l金龙鱼一桶；                                                                

    218元送3l电饭煲1个；                                                                                                                                

    分析：此方法是激起消费者冲动消费的有效方法。第一种情况：在购药行为发生之前，当他们得知购买同种药品，付出相同金额，却可得到更多的物品时，他们一定会被吸引来这家药店消费的，这属于营销方式中的拉式营销；第二种情况发生是，当在药店购药行为发生时，消费者已经买了自己所需的药品为了获得额外的赠品时，他们会再冲动购买其它的药品，已达到获取赠品的相应金额的底线。这种方法是利用了消费者爱占小便宜的心理，充分调动消费者购药的积极性，并结合店内员工的暗示和周到的服务。这种方法是提高药店营业性收入最有效，最直接的方法。它一方面可以提高营业性收入；另一方面还可以积累店内人气（店内消费者如织；员工对消费者接迎送往）给外界印象是这家店的生意很好，员工服务周到，自己很想亲身体验一(转载于:药店活动方案)下。同时这种方法也能很好地树立展示自己品牌的形象，为将来的目标客户留下一个好印象。                                                                

    4.消费满500元的消费者，可在相应赠品的基础上额外地赠送1张50元民生购物卡。（购物卡与相应金额的赠品可叠加）                                                                                                                                    

    这种方法属于营销方法中的共生营销，一方面利用高档商场来提高自己的形象，拉开与其它药店的档次，树立自己的高端品牌，吸引消费者的眼球；另一方面，也给商场做了促销，提高其营业额；第三方面，利用民生效应吸引高端客户，并通过店员的周到服务留住该客户。                                                                

    5.抽奖活动，                                                                

    口号"xxx大药房 购药中奖百分百"                                                                

    内容：活动期间，消费者在xxx大药房购药（不包括医疗器械），当天单次消费金额满30元者，可凭当日收银小票，参加免费抽奖活动，本次抽奖活动的中奖率为100%。                                                                

    (1)                  抽奖方式：凭当日的电脑收银小票，置换抽奖票据（抽奖票据有本店统一印                                                                

    制 ），电脑小票有本店收回，凭抽奖票据来进行抽奖。                                                                

    (2)                  抽奖时间：2009年10月20日--2009年10月21日                                                                

    早上9：00--12：00                                                                

    下午3：00--6：00                                                                

    （3）  抽奖地点：xxx大药房前的空场地                                                                

    （4）  奖品设置：一等奖   自行车1辆               奖品数量3名                  二等奖   高档3升电饭煲1个       奖品数量5名                  三等奖   1.8l金龙鱼食用油1桶     奖品数量8名                  四等奖   10卷装卫生纸1提         奖品数量15名                  参与奖   高档牙刷1把             奖品数量若干名                                                                

    分析：这方法充分利用了空间优势对药店进行宣传造势，利用药店前的空场地把抽奖台，奖品，活动道具，一一陈列在户外，无论是进出药店购物的消费者，还是经过店面的目标客户，或是无需购药的路人，给他们一个信息暗示：购买同样药品，付同样的金额，你会得到更多的实惠。                                                                                                                                    

    这是吸引眼球最直接的方法，吸引人气，制造轰动效果，可迅速提高药店在当地的知名度，传播品牌效应，树立企业形象，更好的争夺客户资源，打击竞争对手。                                                                

    六  活动前的准备：                                                                

    1.dm单页及pop制作及发布                                                                

    （1）dm单页应在活动的前一周开始设计，制作，活动的前一天开始发放，即19日开始派专人发放dm单页。这种方法属于营销方式中的拉式营销，目的在于加大活动信息对消费者的高的渗透性和全面的覆盖性，使更广泛的消费者得知药店有优惠活动的信息，提高活动期间的进店客流量，从而提高药店的营业额。                                                                

    （2） 在药店内部pop的招贴的使用，也能增加店面内活动的喜庆气氛，有助于提高消费者的购药兴趣，调节医患之间的紧张情绪，从而达到更好的促销目的。                                                                

    2.赠品的挑选及到货时间：                                                                

    赠品一般以生活用品为主，其属于易耗品，用量大，使用范围广，消费者具有多次购买的需求；同时对药店方来说，同种赠品大量采购可降低采购费用节约药店的经营成本。                                                                

    3.  10月20日活动开始。                                                                

    七   活动预算费用表。                                                                

    09年10月20日次活动预算费用表                                                                

    （图表略）                                                                

    八  活动现场布置：                                                                

    1.       在药店门口挂横幅一条，内容为活动的主题口号"爱心献社会  幸运送顾客" 2.       相应的x展架支援。展架上应有相应活动的内容的公告，活动时间，活动奖品及一些吸引消费者眼球的词语，为20日的抽奖做前期的宣传。篇四：零售药店促销活动方案                                                                                                                                            

    药店活动方案                                                                                                                                

    一、促销主题：持医保卡消费优惠多多。                                                                

    二促销目的：利用促销活动传递开通医保的信息 ，提升企业知名度，维护老顾客，开发新顾客，从而提升销售业绩。                                                                

    三、活动时间：2011年11月1日-----2011年11月5日                                                                

    四、促销方式：                                                                

    1、凭医保卡可免费办会员卡，享受会员权益。                                                                

    2、保健品8.8折（汤臣倍健系列、惠世康系列），中药贵细精品8.8折                                                                

    3、持医保卡消费满就送：                                                                

    持医保卡消费满28元送洗洁精1瓶                                                                

    持医保卡消费满48元海天酱油一瓶                                                                

    持医保卡消费满68元送奥妙洗衣粉一包                                                                

    持医保卡消费满88元送纸巾一条（10小包）                                                                

    持医保卡消费满128元送小沐浴露1瓶(名牌)                                                                

    持医保卡消费满198元送纸巾一条（10卷）                                                                

    持医保卡消费满288元送5kg香米一包                                                                

    持医保卡消费满498元送4l金龙鱼调和油1瓶                                                                                                                                

    4、惊爆超低价：龟苓膏10元/6盒， 抗病毒口服液16.5元/盒， 王老吉凉茶12元/包， 太极玄麦柑桔颗粒11.8元/包， 阿胶液体42元/盒， 修正益气养血口服液35元/盒， 999润通茶25.8元/盒， 701跌打镇痛膏3.9元/盒（大参林会员价4元/盒）， 25mg倍他乐克5.5元/盒，北京降压0号6元/盒，复方丹参滴丸（150粒）19.9元/盒， 拜新同33.5元/盒。                                                                                                                                

    /药/店                                                                

    2011-10-25篇五：药店周末促销活动方案                                                                            

    店周末促销执行方案                                                                                                                                

    一、活动目的：提升门店业绩，发展会员                                                                

    二、活动主题：xx店岁末感恩6重礼                                                                

    三、活动时间：2013年x月x日至x日（周五-周日）                                                                

    四、活动内容：                                                                                                                                

    1、达额有礼！                                                                

    （1）满38元，送精美小礼品一份；                                                                

    （2）满98元，送价值6元的纸手帕一条；                                                                

    （3）满198元，送价值12元的卷纸一提；                                                                

    （4）满298元，送价值118元的施泰福霏丝佳修润洁肤露100ml一支或施泰福霏丝佳修润沐浴露150ml一支或价值198元的施泰福霏丝佳修润密集滋养霜50ml一支。                                                                

    （5）满398元，送价值248元的施泰福诗蓓白防晒乳霜spf30+/pa++60g一支或者价值298元的施泰福霏丝特护修润乳液100ml一支。                                                                

    （6）满680元，送价值614元的施泰福护肤品套装（含：施泰福霏丝佳修润洁肤露100ml一支、施泰福霏丝特护修润乳液100ml一支、施泰福霏丝佳修润密集滋养霜50ml一支）                                                                

    2、特价促销。                                                                

    20-30种商品特价促销，其中5-10个0毛利季节性商品作为dm单重点宣传商品；                                                                

    中药类特价商品至少10种；                                                                

    设定5个左右适合场外活动叫卖吸引人气的特价商品。                                                                

    促销活动商品的设定避免与同期进行的商品促销活动冲突。                                                                

    3、凭消费小票免费办理会员卡。                                                                

    4、名老中医现场咨询。                                                                

    5、场外活动。                                                                                                                                

    五、宣传气氛布置                                                                                                                                    

    1、门店宣传                                                                

    （1）a4宣传单：用于店派，数量待定。店长具体安排派发人员和线路位置，x月x日开始派发，营运部安排支持和协助。                                                                

    （2）易拉宝：4个。（有质量保证）                                                                

    （3）门店手写pop。内容参考活动内容和特价商品目录。                                                                

    （4）会员短信。选择活动门店会员，内容以短信申请单为准。活动开始前一天完成发送。                                                                

    （5）气球布置。可做拱门或成串悬挂气球营造门面活动气氛。在橱窗、中药柜、货架、堆头、pop张贴处点缀气球，使堆头和pop更显眼夺目，形成浓厚的内场活动气氛。                                                                

    2、商品陈列。门店需重点做好以下陈列                                                                

    （1）赠品堆头。畅销特价商品和赠品在正门靠近收银台的柜台或正门橱窗区域做堆头。堆头大气、有创意，辅以pop宣传或气球点缀抢夺顾客眼球。                                                                

    （2）季节性畅销特价商品堆头。要求整齐、整洁、丰满，并要突出重点，活动特价商品必须写爆炸牌标示活动价格。                                                                                                                                

    六、预期目标                                                                                                                                                                                                

    七、活动物料和宣传费用预算                                                                                                                                                                                                

    八、部门配合                                                                

    1、营运部：确定活动场地，并协调好活动期间的物管和，确保现场活动顺利进行，并安排场外活动相关物料到位；安排活动当天需到场的公司及门店人员。                                                                                                                                    

    2、推广部：提供中药活动品种；宣传物料设计和制作，确保物料及时到店；会员短信发送。                                                                

    3、采购部： 提供西药类活动品种。                                                                

    4、市场计划部：确定活动商品价格。确定活动厂家；活动当天现场做厂家协调工作。                                                                

    5、信息部：相关设定支持。                                                                

    6、物流部：相关物料配送。