項(xiàng)目六醫(yī)藥產(chǎn)品策略Program6PharmaceuticalProductStrategy87講

項(xiàng)目六醫(yī)藥產(chǎn)品策略Program6PharmaceuticalProductStrategy主要內(nèi)容：本章主要介紹醫(yī)藥產(chǎn)品的基本問(wèn)題，包括醫(yī)藥產(chǎn)品的基本概念及基本理論，醫(yī)藥產(chǎn)品生命周期和品牌策略等相關(guān)問(wèn)題。MainContent:Thischaptermainlyintroducesthebasicissuesofpharmaceuticalproducts,includingbasicconceptsandtheoriesofpharmaceuticalproducts,lifecycleandbrandstrategyofpharmaceuticalproductsandotherrelatedissues.藥品產(chǎn)品整體概念，藥品產(chǎn)品生命周期的特點(diǎn)及營(yíng)銷策略，藥品品牌策略，藥品包裝策略O(shè)veralldrugproductconcept,characteristicsandmarketingstrategyofdrugproductlifecycle,drugbrandstrategy,drugpackagingstrategy藥品產(chǎn)品組合策略Pharmaceuticalproductmixstrategy運(yùn)用藥品產(chǎn)品策略對(duì)現(xiàn)有的市場(chǎng)做出分析和藥品品牌策略的策劃和實(shí)施Analysisoftheexistingmarketbyusingdrugproductstrategyaswellasplanningandimplementationofdrugbrandstrategy掌握Master熟悉Familiar學(xué)會(huì)Learn思維導(dǎo)圖MindMap任務(wù)二

醫(yī)藥產(chǎn)品組合策略Task2PharmaceuticalProductMixStrategy一、醫(yī)藥產(chǎn)品組合內(nèi)涵I.ConnotationofPharmaceuticalProductMix產(chǎn)品項(xiàng)目Productitem也稱"產(chǎn)品的各色品種集合(productassortment)"，是指一個(gè)企業(yè)在一定時(shí)期內(nèi)生產(chǎn)經(jīng)營(yíng)的各種不同產(chǎn)品的全部產(chǎn)品、產(chǎn)品項(xiàng)目的組合。產(chǎn)品組合是由若干產(chǎn)品線和產(chǎn)品項(xiàng)目組成的Productmix,alsoknownas"productassortment",isthemixofallproductsandproductitemsofvariousdifferentproducsthatanenterpriseproducesandmanagesoveracertainperiod.Productmixiscomposedofseveralproductlinesanditems.在產(chǎn)品線中，每一個(gè)具體的產(chǎn)品品種稱為產(chǎn)品項(xiàng)目Withinaproductline,eachspecificproductvarietyiscalledaproductitem.產(chǎn)品線Productline也就是產(chǎn)品系列，是指一群可能功能相似的相關(guān)的產(chǎn)品，銷售給同一顧客群，經(jīng)過(guò)相同的銷售途徑，或者在同一價(jià)格范圍內(nèi)，是產(chǎn)品組合中的某一產(chǎn)品大類Productline,alsoknownasproductseries,referstoagroupofrelatedproductswithsimilarfunctions,whicharesoldtothesamecustomergroupthroughthesamemarketingchannelsorwithinthesamepricerange,andisacertainproductcategoryinaproductmix.(一)產(chǎn)品項(xiàng)目、產(chǎn)品線、產(chǎn)品組合(i)ProductItem,ProductLineandProductMix產(chǎn)品組合Productmix一、醫(yī)藥產(chǎn)品組合內(nèi)涵I.ConnotationofPharmaceuticalProductMix（二）產(chǎn)品組合的寬度、長(zhǎng)度、深度和關(guān)聯(lián)度(ii)Breadth,Length,DepthandInterrelatednessofProductMix產(chǎn)品組合的寬度Breadthofproductmix

產(chǎn)品組合的寬度（也稱廣度）是醫(yī)藥企業(yè)生產(chǎn)或經(jīng)營(yíng)的產(chǎn)品線的數(shù)目Breadthofproductmix(alsoknownaswidth)isthenumberofproductlinesproducedormanagedbyapharmaceuticalenterprise產(chǎn)品組合的長(zhǎng)度

Lengthofproductmix是企業(yè)各條產(chǎn)品線所包含的產(chǎn)品項(xiàng)目的總數(shù)Lengthofproductmixisthetotalnumberofproductitemscontainedinvariousproductlinesofanenterprise產(chǎn)品組合的深度

Depthofproductmix是產(chǎn)品線中每一個(gè)產(chǎn)品有多少花色品種規(guī)格Depthofproductmixisthenumberofcolors,varietiesandspecificationsofeachproductinaproductline產(chǎn)品組合的關(guān)聯(lián)度Interrelatednessofproductmix

指各產(chǎn)品線在最終用途、生產(chǎn)條件、分銷渠道和其他方面相互關(guān)聯(lián)的程度Interrelatednessofproductmixisthedegreetowhichproductlinesareinterrelatedintermsofenduses,productionconditions,distributionchannels,andothers(一)擴(kuò)大藥品產(chǎn)品組合(i)PharmaceuticalProductMixEnlargement二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy是拓寬和增加產(chǎn)品組合的寬度、長(zhǎng)度和深度?？梢栽谠a(chǎn)品組合中新增產(chǎn)品線，或者在原有產(chǎn)品線中新增產(chǎn)品項(xiàng)目和花色品種Itistobroadenorincreasethebreadth,lengthanddepthofproductmix.Newproductlinescanbeaddedtotheoriginalproductmix,ornewproductitemsandcolorvarietiescanbeaddedtotheoriginalproductline.向上擴(kuò)展Upwardextension在原有藥品產(chǎn)品線內(nèi)增加高檔藥品產(chǎn)品項(xiàng)目Itistoaddhigh-gradedrugproductitemstotheoriginaldrugproductline

向下擴(kuò)展Downwardextension是在高檔藥品產(chǎn)品線中增加實(shí)惠的藥品產(chǎn)品項(xiàng)目Itistoaddaffordabledrugproductitemstothehigh-gradedrugproductline(二)縮減藥品產(chǎn)品組合(ii)PharmaceuticalProductMixReduction二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy縮減產(chǎn)品組合Reduceproductmix寬度Breadth深度Depth實(shí)行相對(duì)集中經(jīng)營(yíng)Implementrelativelycentralizedmanagement市場(chǎng)繁榮時(shí)，較長(zhǎng)較寬的產(chǎn)品組合會(huì)帶來(lái)更多盈利機(jī)會(huì)Whenthemarketisbooming,alongerandwiderproductmixwilloffermoreprofitableopportunities當(dāng)市場(chǎng)不景氣、原材料供應(yīng)緊張、能源短缺、政策導(dǎo)向不利時(shí)，縮減策略能夠起到集中資源、突出優(yōu)勢(shì)的作用Whenthemarketisdepressed,thesupplyofrawmaterialsistight,theenergyisshort,orthepolicydirectionisunfavorable,thereductionstrategycanplaytheroleofconcentratingresourcesandhighlightingstrengths(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy當(dāng)企業(yè)發(fā)展到一定規(guī)模，想繼續(xù)做強(qiáng)做大，攫取更多的市場(chǎng)份額，或是為了阻止、反擊競(jìng)爭(zhēng)對(duì)手時(shí)，往往會(huì)采用產(chǎn)品線延伸策略Whenanenterprisedevelopstoacertainscaleandwanttocontinuetogrowstrongerandbigger,grabmoremarketshares,ortopreventandcountercompetitors,itoftenadoptsthestrategyofproductlineextension利用消費(fèi)者對(duì)現(xiàn)有品牌的認(rèn)知度和認(rèn)可度，推出副品牌或新產(chǎn)品，以期通過(guò)較短的時(shí)間、較低的風(fēng)險(xiǎn)來(lái)快速盈利，迅速占領(lǐng)市場(chǎng)。Ittakesadvantageofconsumers'recognitionandapprobationofexistingbrandtolaunchsub-brandsornewproductssoastomakeprofitsquicklyandoccupymarketquicklyinashorttimeandatalowrisk.(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy向下延伸Downwardextension向上延伸Upwardextension雙向延伸Two-directionextension(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy向下延伸Downwardextension是在原來(lái)產(chǎn)品組合的高檔產(chǎn)品線中增加廉價(jià)的產(chǎn)品項(xiàng)目Downwardextensionreferstoaddingcheaperproductitemstothehigh-gradeproductlineoftheoriginalmix企業(yè)發(fā)現(xiàn)其高檔產(chǎn)品增長(zhǎng)緩慢Anenterpriseseesslowgrowthintheirhigh-gradeproducts不得不將其產(chǎn)品大類向下延伸andhastoconductdownwardextensionofitsproductcategories主要原因Mainreason(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy向下延伸Downwardextension是在原來(lái)產(chǎn)品組合的高檔產(chǎn)品線中增加廉價(jià)的產(chǎn)品項(xiàng)目Downwardextensionreferstoaddingcheaperproductitemstothehigh-gradeproductlineoftheoriginalmix主要原因Mainreason企業(yè)的高檔產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)激Thehigh-gradeproductmarketofanenterprisesishighlycompetitive不得不用侵入低檔產(chǎn)品市場(chǎng)的方式來(lái)反擊競(jìng)爭(zhēng)者Theenterprisehastoinvadethelow-gradeproductmarketsoastoattackcompetitors(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy向下延伸Downwardextension是在原來(lái)產(chǎn)品組合的高檔產(chǎn)品線中增加廉價(jià)的產(chǎn)品項(xiàng)目Downwardextensionreferstoaddingcheaperproductitemstothehigh-gradeproductlineoftheoriginalmix主要原因Mainreason企業(yè)進(jìn)入高檔產(chǎn)品市場(chǎng)為了建立其質(zhì)量形象

Anenterpriseentersthehigh-gradeproductmarkettoestablishitsqualityimage再向下延伸，企業(yè)增加低檔產(chǎn)品是為了填補(bǔ)空隙Thendownward,theenterpriseaddslow-gradeproductstofillthegap不使競(jìng)爭(zhēng)者有隙可乘Noroomisleftforcompetitors(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy向上延伸Upwardextension向上延伸是指企業(yè)原來(lái)生產(chǎn)低檔產(chǎn)品，后來(lái)決定增加高檔產(chǎn)品。就是在產(chǎn)品組合的某一條產(chǎn)品線中增加新的高檔高價(jià)的產(chǎn)品項(xiàng)目，以提高企業(yè)現(xiàn)有產(chǎn)品的市場(chǎng)聲望。

這樣既可提高企業(yè)原有產(chǎn)品的銷售量，又可以使企業(yè)的產(chǎn)品逐步轉(zhuǎn)入高檔產(chǎn)品市場(chǎng)，從而謀求企業(yè)的長(zhǎng)遠(yuǎn)利益。

Upwardextensionreferstothatanenterpriseoriginallyproducedlow-gradeproductsandthendecidestoaddhigh-gradeproducts.Namely,theenterpriseaddsnewhigh-gradeandhigh-pricedproductitemstoaproductlineofitsproductmixtoimprovethemarketreputationofitsexistingproducts.Thisnotonlycanimprovethesalesvolumeoftheoriginalproductsoftheenterprise,butalsocanmaketheproductsoftheenterprisegraduallyshifttothehigh-gradeproductmarket,thusseekingthelong-terminterestsoftheenterprise.向上延伸主要理由是：高檔產(chǎn)品暢銷，銷售增長(zhǎng)較快，利潤(rùn)率高；企業(yè)估計(jì)高檔產(chǎn)品市場(chǎng)上的競(jìng)爭(zhēng)者較弱，易于被擊??；企業(yè)想使自己成為生產(chǎn)種類全面的企業(yè)。Themainreasonsforupwardextensionare:high-gradeproductsaresoldwell,withfastsalesgrowthandhighprofitmargin;theenterpriseestimatesthatcompetitorsinthehigh-gradeproductmarketareweakandeasytobedefeated;theenterprisewantstomakeitselfacomprehensivecompany.雙向延伸Two-directionextension(三)產(chǎn)品線延伸(iii)ProductLineExtension二、醫(yī)藥產(chǎn)品組合策略II.PharmaceuticalProductMixStrategy雙向延伸是指企業(yè)原來(lái)定位于中檔