项目四STP营销战略Program4STPMarketingStrategy87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任务三医药产品市场定位Task3MarketPositioningofPharmaceuticalProducts一、医药产品市场定位

I.MarketPositioningofPharmaceuticalProducts指企业为了特定的营销目标，根据目标市场上的竞争情况和本企业的内部条件，为本企业产品塑造与众不同的特色和形象，并传递给消费者，以确定企业在目标市场上的竞争地位的过程。Accordingtothecompetitioninthetargetmarketandtheinternalconditionsoftheenterprise,marketpositioningistoestablishthedistinctiveimageoridentityofabrandorproductsothatconsumersperceiveitinacertainway,soastodeterminethecompetitivepositionoftheenterpriseinthetargetmarket.一、医药产品市场定位I.MarketPositioningofPharmaceuticalProducts医药产品市场定位的意义Significanceofmarketpositioningofpharmaceuticalproducts01市场定位是制定营销策略的依据和前提Thebasisofdeterminingmarketingstrategy02市场定位能创造差异Creatingdifferences03市场定位能形成竞争优势Competitiveadvantage医药产品市场定位的原则Principlesofmarketpositioningofpharmaceuticalproducts重要性Significant企业所突出的特色应是客户所关注和迫切需要的Thecharacteristicsrepresentedbytheenterpriseshouldbetheconcernandurgentneedofcustomers.独特性Distinctive这种定位应是区别于竞争对手的，与众不同、独特的Thepositioningisdifferentfromcompetitor’s.难以替代性Irreplaceable这种定位应是竞争对手难以模仿的Thepositioningisdifficulttoimitate.可传达性Perceivable定位信息应易于传递给客户并被客户正确理Positioninginformationshouldbeeasilytransmittedtoandcorrectlyinterpretedbythecustomers.可接近性Accessible客户有购买这种产品的能力Customersareabletobuytheproduct.可盈利性Profitable企业通过这种定位能获取预期的利润Theenterprisecanobtainexpectedprofits.一、医药产品市场定位I.MarketPositioningofPharmaceuticalProducts二、医药产品市场定位战略II.MarketPositioningStrategyofPharmaceuticalProducts避强定位战略PositioningtoavoidstrongrivalsVS二、医药产品市场定位战略II.MarketPositioningStrategyofPharmaceuticalProducts迎头定位战略CompetitivepositioningVS二、医药产品市场定位战略II.MarketPositioningStrategyofPharmaceuticalProducts比附定位战略Positioningrelatedtofamousbrand关联定位战略Positioningwithconnection攀龙附凤定位战略Positioningmatchingfamousbrand共享定位战略Sharingpositioning二、医药产品市场定位战略II.MarketPositioningStrategyofPharmaceuticalProducts创新定位战略Creativepositioning二、医药产品市场定位战略II.MarketPositioningStrategyofPharmaceuticalProducts重新定位战略Repositioning三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts医药产品市场定位步骤Marketpositioningproceduresofpharmaceuticalproducts医药产品市场定位方法——定位图法MarketPositioningDirectionofPharmaceuticalProducts-SWOT三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts医药产品市场定位方法——排比图法MarketPositioningDirectionofPharmaceuticalProducts-Rankingchart三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts医药产品市场定位策略MarketPositioningStrategyofPharmaceuticalProducts使用者定位策略Userpositioning三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts药品利益定位策略Effectpositioning治疗小儿泄泻、腹痛等症状时“不打针，不吃药，方便儿童使用”，极大的解决患儿“难喂药”的困难。Effects:children'sdiarrheaandabdominalpain."Noinjection,nomedicine,convenientforchildren"greatlysolvesthedifficultyof“children’smedicineintaking”.医药产品市场定位策略MarketPositioningStrategyofPharmaceuticalProducts三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts药品属性定位策略Attributepositioning“本品是医保里面唯一的含有海马的膏药，本品采用的均是产自越南和菲律宾的野生海马，本品采用的“小海马”体型小、难捕捞、产量很低、非常珍贵”Theproductistheonlyplastercontainingseahorsesinhealthcareproduct,whichincludeswildseahorseproducedinVietnamandthePhilippines.Withlowproduction,the"smallseahorse"usedinthisproductissmall,difficulttocatch,veryprecious.医药产品市场定位策略MarketPositioningStrategyofPharmaceuticalProducts三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts药品类别定位策略Categorypositioning“传承四百多年治疗骨科痛症精髓”的传统中药TraditionalChinesemedicineinheritingtheessenceoftreatingorthopedicpainformorethan400years医药产品市场定位策略MarketPositioningStrategyofPharmaceuticalProducts三、医药产品市场定位方向II.MarketPositioningDirectionofPharmaceuticalProducts复合定位策略Combinationpositioning药品质量和价格定位策略Qualityandpricepositioning医药产品市场定位策略MarketPositioningStr