項目四STP營銷戰(zhàn)略Program4STPMarketingStrategy87講解

項目四STP營銷戰(zhàn)略Program4STPMarketingStrategySTP策略概述OverviewofSTPStrategySSegmentmarket市場細分TTargetmarket目標市場PPositionMarket市場定位醫(yī)藥市場細分的因素、市場細分的方法、有效目標市場的選擇、目標市場的滿足戰(zhàn)略、市場定位的方法、戰(zhàn)略與策略。Factorsofpharmaceuticalmarketsegmentation,methodsofmarketsegmentation,selectionofeffectivetargetmarket,strategytomeetthetargetmarket,andmethodsandstrategiesofmarketpositioning市場細分的影響因素和目標市場選擇的影響因素。Factorsinfluencingmarketsegmentationandtargetmarketselection運用能夠熟練運用STP戰(zhàn)略進行某產(chǎn)品的市場分析和目標市場營銷戰(zhàn)略制定，為后續(xù)創(chuàng)業(yè)項目的選擇與實施奠定基礎。TakingadvantageofSTPstrategyformarketanalysisofaproductandformulationmarketingstrategyoftargetmarket,soastolayafoundationfortheselectionandimplementationoffollow-upentrepreneurship掌握Tomater熟悉Tobefamiliar學會To

learn學習目標LearningObjectives思維導圖MindMap任務三醫(yī)藥產(chǎn)品市場定位Task3MarketPositioningofPharmaceuticalProducts一、醫(yī)藥產(chǎn)品市場定位

I.MarketPositioningofPharmaceuticalProducts指企業(yè)為了特定的營銷目標，根據(jù)目標市場上的競爭情況和本企業(yè)的內(nèi)部條件，為本企業(yè)產(chǎn)品塑造與眾不同的特色和形象，并傳遞給消費者，以確定企業(yè)在目標市場上的競爭地位的過程。Accordingtothecompetitioninthetargetmarketandtheinternalconditionsoftheenterprise,marketpositioningistoestablishthedistinctiveimageoridentityofabrandorproductsothatconsumersperceiveitinacertainway,soastodeterminethecompetitivepositionoftheenterpriseinthetargetmarket.一、醫(yī)藥產(chǎn)品市場定位I.MarketPositioningofPharmaceuticalProducts醫(yī)藥產(chǎn)品市場定位的意義Significanceofmarketpositioningofpharmaceuticalproducts01市場定位是制定營銷策略的依據(jù)和前提Thebasisofdeterminingmarketingstrategy02市場定位能創(chuàng)造差異Creatingdifferences03市場定位能形成競爭優(yōu)勢Competitiveadvantage醫(yī)藥產(chǎn)品市場定位的原則Principlesofmarketpositioningofpharmaceuticalproducts重要性Significant企業(yè)所突出的特色應是客戶所關注和迫切需要的Thecharacteristicsrepresentedbytheenterpriseshouldbetheconcernandurgentneedofcustomers.獨特性Distinctive這種定位應是區(qū)別于競爭對手的，與眾不同、獨特的Thepositioningisdifferentfromcompetitor’s.難以替代性Irreplaceable這種定位應是競爭對手難以模仿的Thepositioningisdifficulttoimitate.可傳達性Perceivable定位信息應易于傳遞給客戶并被客戶正確理Positioninginformationshouldbeeasilytransmittedtoandcorrectlyinterpretedbythecustomers.可接近性Accessible客戶有購買這種產(chǎn)品的能力Customersareabletobuytheproduct.可盈利性Profitable企業(yè)通過這種定位能獲取預期的利潤Theenterprisecanobtainexpectedprofits.一、醫(yī)藥產(chǎn)品市場定位I.MarketPositioningofPharmaceuticalProducts二、醫(yī)藥產(chǎn)品市場定位戰(zhàn)略II.MarketPositioningStrategyofPharmaceuticalProducts避強定位戰(zhàn)略PositioningtoavoidstrongrivalsVS二、醫(yī)藥產(chǎn)品市場定位戰(zhàn)略II.MarketPositioningStrategyofPharmaceuticalProducts迎頭定位戰(zhàn)略CompetitivepositioningVS二、醫(yī)藥產(chǎn)品市場定位戰(zhàn)略II.MarketPositioningStrategyofPharmaceuticalProducts比附定位戰(zhàn)略Positioningrelatedtofamousbrand關聯(lián)定位戰(zhàn)略Positioningwithconnection攀龍附鳳定位戰(zhàn)略Positioningmatchingfamousbrand共享定位戰(zhàn)略Sharingpositioning二、醫(yī)藥產(chǎn)品市場定位戰(zhàn)略II.MarketPositioningStrategyofPharmaceuticalProducts創(chuàng)新定位戰(zhàn)略Creativepositioning二、醫(yī)藥產(chǎn)品市場定位戰(zhàn)略II.MarketPositioningStrategyofPharmaceuticalProducts重新定位戰(zhàn)略Repositioning三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts醫(yī)藥產(chǎn)品市場定位步驟Marketpositioningproceduresofpharmaceuticalproducts醫(yī)藥產(chǎn)品市場定位方法——定位圖法MarketPositioningDirectionofPharmaceuticalProducts-SWOT三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts醫(yī)藥產(chǎn)品市場定位方法——排比圖法MarketPositioningDirectionofPharmaceuticalProducts-Rankingchart三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts醫(yī)藥產(chǎn)品市場定位策略MarketPositioningStrategyofPharmaceuticalProducts使用者定位策略Userpositioning三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts藥品利益定位策略Effectpositioning治療小兒泄瀉、腹痛等癥狀時“不打針，不吃藥，方便兒童使用”，極大的解決患兒“難喂藥”的困難。Effects:children'sdiarrheaandabdominalpain."Noinjection,nomedicine,convenientforchildren"greatlysolvesthedifficultyof“children’smedicineintaking”.醫(yī)藥產(chǎn)品市場定位策略MarketPositioningStrategyofPharmaceuticalProducts三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts藥品屬性定位策略Attributepositioning“本品是醫(yī)保里面唯一的含有海馬的膏藥，本品采用的均是產(chǎn)自越南和菲律賓的野生海馬，本品采用的“小海馬”體型小、難捕撈、產(chǎn)量很低、非常珍貴”Theproductistheonlyplastercontainingseahorsesinhealthcareproduct,whichincludeswildseahorseproducedinVietnamandthePhilippines.Withlowproduction,the"smallseahorse"usedinthisproductissmall,difficulttocatch,veryprecious.醫(yī)藥產(chǎn)品市場定位策略MarketPositioningStrategyofPharmaceuticalProducts三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts藥品類別定位策略Categorypositioning“傳承四百多年治療骨科痛癥精髓”的傳統(tǒng)中藥TraditionalChinesemedicineinheritingtheessenceoftreatingorthopedicpainformorethan400years醫(yī)藥產(chǎn)品市場定位策略MarketPositioningStrategyofPharmaceuticalProducts三、醫(yī)藥產(chǎn)品市場定位方向II.MarketPositioningDirectionofPharmaceuticalProducts復合定位策略Combinationpositioning藥品質(zhì)量和價格定位策略Qualityandpricepositioning醫(yī)藥產(chǎn)品市場定位策略MarketPositioningStr