项目四STP营销战略Program4STPMarketingStrategy61讲解

项目四STP营销战略Program4STPMarketingStrategySTP策略概述OverviewofSTPStrategySSegmentmarket市场细分TTargetmarket目标市场PPositionMarket市场定位医药市场细分的因素、市场细分的方法、有效目标市场的选择、目标市场的满足战略、市场定位的方法、战略与策略。Factorsofpharmaceuticalmarketsegmentation,methodsofmarketsegmentation,selectionofeffectivetargetmarket,strategytomeetthetargetmarket,andmethodsandstrategiesofmarketpositioning市场细分的影响因素和目标市场选择的影响因素。Factorsinfluencingmarketsegmentationandtargetmarketselection运用能够熟练运用STP战略进行某产品的市场分析和目标市场营销战略制定，为后续创业项目的选择与实施奠定基础。TakingadvantageofSTPstrategyformarketanalysisofaproductandformulationmarketingstrategyoftargetmarket,soastolayafoundationfortheselectionandimplementationoffollow-upentrepreneurship掌握Tomater熟悉Tobefamiliar学会To

learn学习目标LearningObjectives思维导图MindMap任务一医药产品市场细分Task1PharmaceuticalMarketSegmentation一、市场细分含义I.MeaningofMarketSegmentation按照消费者对药品需求、购买行为、习惯等的差异性，把一个总体市场划分为若干个具有共同特征的子市场的过程。Itreferstotheprocessofdividingabroadmarketintoseveralsubmarketswithcommoncharacteristicsaccordingtoconsumers’differencesinpharmaceuticaldemand,purchasingbehaviorandhabits.儿童保健品Healthcareproductstargetingchildren少年保健品Healthcareproductstargetingjuvenile青年保健品Healthcareproductstargetingyoungpeople

中年保健品Healthcareproductstargetingmiddleage老年保健品Healthcareproductstargetingelderlypeople整个保健品市场的市场细分Marketsegmentationofthewholehealthcareproductsmarket一、市场细分含义I.MeaningofMarketSegmentation市场细分的过程是将具有相同或相似需求的消费者归纳在一起的过程Theprocessofmarketsegmentationreferstoaggregatingbuyersintogroupswithcommonorsimilarneeds.一、市场细分含义I.MeaningofMarketSegmentation医药市场细分含义Meaningofpharmaceuticalmarketsegmentation按照消费者对医药产品需求、购买行为、习惯等的差异性，把一个医药产品市场划分为若干具有共同特征子市场的过程。Itreferstotheprocessofdividingapharmaceuticalproductmarketintoseveralsubmarketswithcommoncharacteristicsaccordingtothedifferencesinconsumers’pharmaceuticaldemand,purchasingbehaviorandhabits.一、市场细分含义I.MeaningofMarketSegmentation太太药业的市场细分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.整个保健品市场Thewholehealthcareproductsmarket细分为4个子市场Dividinginto4submarkets确定目标市场Determiningthetargetmarket一、市场细分含义I.MeaningofMarketSegmentation太太药业通过市场细分，找准了自己的目标市场——已婚女性保健品市场，并针对已婚女性的需求特点制定相应产品，以准确巧妙的市场定位，使企业在竞争激烈的女性保健品市场中脱颖而出，并立于有利地位。Throughmarketsegmentation,theCompanydetermineditstargetmarket-marriedwomen’shealthcareproductsmarket,anddevelopedcorrespondingproductsaccordingtotheneedsofmarriedwomen.Withaccurateandsubtlemarketpositioning,theCompanystandoutinthecompetitivefemalehealthcareproductsmarketandstandinafavorableposition.太太药业的市场细分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation发掘机会、开拓市场Exploreopportunitiesanddevelopthemarket选准市场、精准营销Choosetheappropriatemarketandconductprecisemarketing优用资源、赢获效益Optimizeresourcesandgainbenefits二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation地理因素Geography人口统计因素Demographics消费心理因素Consumerpsychology身体因素Body地理位置Location地理环境Environment国别State城乡Cityandcountry年龄Age性别Gender收入Income职业Job受教育程度Education家庭生命周期Familylifecycle宗教信仰Religion情感型顾客Emotionalcustomer理智型顾客Rationalcustomer冲动型顾客Impulsivecustomer疑虑型顾客Hesitatedcustomer不定型顾客Indefinitecustomer身体状况Health系统结构Systemstructure严重程度severity药品因素Pharmaceuticals类别Type性质Nature地位Position二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation1、按地理因素细分1.byGeography地理位置、地理环境Locationandenvironment北京Beijing广州Guangzhou上海Shanghai天津Tianjin重庆Chongqing深圳Shenzhen南京Nanjing杭州Hangzhou昆明Kunming大连Dalian武汉Wuhan其他Other郊区人口Populationinsuburbarea城市人口Populationinurbanarea医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation2、按人口统计因素细分2.bydemographicstatistics年龄、性别、职业、收入、家庭、民族、宗教、国籍等Age,sex,occupation,income,family,ethnicity,religion,nationality,etc38%12%15%25岁以下Agebelow2526~35岁Agedat26-3535%45岁以上Ageabove4536~45岁agedat36-45女性市场Marketforfemale男性市场Marketformale

医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation消化系统

Digestivesystem呼吸系统Respiratorysystem

循环系统Circulatorysystem系统结构、疾病严重程度等Systemstructure,severity,etc.3、按疾病因素细分3.bydiseasefactors医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation生殖系统Reproductivesystem

神经系统

Nervoussystem系统结构、疾病严重程度等

Systemstructure,severity,etc.3、按疾病因素细分3.bydiseasefactors医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation运动系统Locomotorsystem内分泌系统Endocrinesystem泌尿系统Urinarysystem二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation系统结构、疾病严重程度等Systemstructure,severity,etc.3、按疾病因素细分3.bydiseasefactors医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍视明采用了哪些因素进行市场细分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?医药市场细分的标准4、按药品特性细分4.bypharmaceuticals二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation4、按药品特性细分4.bypharmaceuticals医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation5、按心理因素细分5.bypsychologyfactors二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation生活方式、性格、追求利益、品牌忠诚度等Lifestyle,personality,pursuitofinterests,brandloyalty,etc.生活方式Lifestyle追求利益Pursuitofinterests传统型Traditional品牌、实用Brandandutility新潮型Fashionable潮流、时尚Trendandfashion节俭型Frugal价格、实用Priceandutility奢侈型Extravagant品味、地位Tasteandposition思考：Thinking:1、宝洁公司的洗发水市场细分1.ShampoomarketsegmentationofP&G2、目前牙膏市场的市场细分2.Marketsegmentationofcurrenttoothpastemarket3、不同感冒药的市场细分3.Marketsegmentationofdifferentcoldmedicines4、为什么有的店名前要加上“老字号”之类的字眼？4.Whydosomestoresaddwordslike“time-honored”beforetheirbrands?医药市场细分的标准Standardsofpharmaceuticalmarketsegmentation二、医药市场细分的作用II.EffectsofPharmaceuticalMarketSegmentation目前牙膏市场的市场细分MarketSegmentationofCurrentToothpasteMarket利益细分市场Interests人口统计Demographics行为Behavior心理Psychology偏好的品牌Brand经济（低价）Economic（low-price）男人Men大量使用者Heavyusing高度自主，着重价值Highlyindependentandvalueoriented减价中的品牌Brandsonsale医用（防蛀）Medical（mothproof）大家庭Bigfamily大量使用者Heavyusing疑病症患者，保守Hypochondriacandconservative佳洁士Crest化妆（洁白牙齿）Make-up（whitenteeth）青少年，年轻人，成年人Teenagers,theyoungandadults抽烟者留兰香味SmokersSpearmintflavor高度受好交际，积极Highlysociableandpositive麦克莱恩