項目四STP營銷戰(zhàn)略Program4STPMarketingStrategy61講解

項目四STP營銷戰(zhàn)略Program4STPMarketingStrategySTP策略概述OverviewofSTPStrategySSegmentmarket市場細(xì)分TTargetmarket目標(biāo)市場PPositionMarket市場定位醫(yī)藥市場細(xì)分的因素、市場細(xì)分的方法、有效目標(biāo)市場的選擇、目標(biāo)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(xì)分的影響因素和目標(biāo)市場選擇的影響因素。Factorsinfluencingmarketsegmentationandtargetmarketselection運用能夠熟練運用STP戰(zhàn)略進(jìn)行某產(chǎn)品的市場分析和目標(biāo)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(chǔ)。TakingadvantageofSTPstrategyformarketanalysisofaproductandformulationmarketingstrategyoftargetmarket,soastolayafoundationfortheselectionandimplementationoffollow-upentrepreneurship掌握Tomater熟悉Tobefamiliar學(xué)會To

learn學(xué)習(xí)目標(biāo)LearningObjectives思維導(dǎo)圖MindMap任務(wù)一醫(yī)藥產(chǎn)品市場細(xì)分Task1PharmaceuticalMarketSegmentation一、市場細(xì)分含義I.MeaningofMarketSegmentation按照消費者對藥品需求、購買行為、習(xí)慣等的差異性，把一個總體市場劃分為若干個具有共同特征的子市場的過程。Itreferstotheprocessofdividingabroadmarketintoseveralsubmarketswithcommoncharacteristicsaccordingtoconsumers’differencesinpharmaceuticaldemand,purchasingbehaviorandhabits.兒童保健品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整個保健品市場的市場細(xì)分Marketsegmentationofthewholehealthcareproductsmarket一、市場細(xì)分含義I.MeaningofMarketSegmentation市場細(xì)分的過程是將具有相同或相似需求的消費者歸納在一起的過程Theprocessofmarketsegmentationreferstoaggregatingbuyersintogroupswithcommonorsimilarneeds.一、市場細(xì)分含義I.MeaningofMarketSegmentation醫(yī)藥市場細(xì)分含義Meaningofpharmaceuticalmarketsegmentation按照消費者對醫(yī)藥產(chǎn)品需求、購買行為、習(xí)慣等的差異性，把一個醫(yī)藥產(chǎn)品市場劃分為若干具有共同特征子市場的過程。Itreferstotheprocessofdividingapharmaceuticalproductmarketintoseveralsubmarketswithcommoncharacteristicsaccordingtothedifferencesinconsumers’pharmaceuticaldemand,purchasingbehaviorandhabits.一、市場細(xì)分含義I.MeaningofMarketSegmentation太太藥業(yè)的市場細(xì)分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.整個保健品市場Thewholehealthcareproductsmarket細(xì)分為4個子市場Dividinginto4submarkets確定目標(biāo)市場Determiningthetargetmarket一、市場細(xì)分含義I.MeaningofMarketSegmentation太太藥業(yè)通過市場細(xì)分，找準(zhǔn)了自己的目標(biāo)市場——已婚女性保健品市場，并針對已婚女性的需求特點制定相應(yīng)產(chǎn)品，以準(zhǔn)確巧妙的市場定位，使企業(yè)在競爭激烈的女性保健品市場中脫穎而出，并立于有利地位。Throughmarketsegmentation,theCompanydetermineditstargetmarket-marriedwomen’shealthcareproductsmarket,anddevelopedcorrespondingproductsaccordingtotheneedsofmarriedwomen.Withaccurateandsubtlemarketpositioning,theCompanystandoutinthecompetitivefemalehealthcareproductsmarketandstandinafavorableposition.太太藥業(yè)的市場細(xì)分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation發(fā)掘機(jī)會、開拓市場Exploreopportunitiesanddevelopthemarket選準(zhǔn)市場、精準(zhǔn)營銷Choosetheappropriatemarketandconductprecisemarketing優(yōu)用資源、贏獲效益Optimizeresourcesandgainbenefits二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation地理因素Geography人口統(tǒng)計因素Demographics消費心理因素Consumerpsychology身體因素Body地理位置Location地理環(huán)境Environment國別State城鄉(xiāng)Cityandcountry年齡Age性別Gender收入Income職業(yè)Job受教育程度Education家庭生命周期Familylifecycle宗教信仰Religion情感型顧客Emotionalcustomer理智型顧客Rationalcustomer沖動型顧客Impulsivecustomer疑慮型顧客Hesitatedcustomer不定型顧客Indefinitecustomer身體狀況Health系統(tǒng)結(jié)構(gòu)Systemstructure嚴(yán)重程度severity藥品因素Pharmaceuticals類別Type性質(zhì)Nature地位Position二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation1、按地理因素細(xì)分1.byGeography地理位置、地理環(huán)境Locationandenvironment北京Beijing廣州Guangzhou上海Shanghai天津Tianjin重慶Chongqing深圳Shenzhen南京Nanjing杭州Hangzhou昆明Kunming大連Dalian武漢Wuhan其他Other郊區(qū)人口Populationinsuburbarea城市人口Populationinurbanarea醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation2、按人口統(tǒng)計因素細(xì)分2.bydemographicstatistics年齡、性別、職業(yè)、收入、家庭、民族、宗教、國籍等Age,sex,occupation,income,family,ethnicity,religion,nationality,etc38%12%15%25歲以下Agebelow2526~35歲Agedat26-3535%45歲以上Ageabove4536~45歲agedat36-45女性市場Marketforfemale男性市場Marketformale

醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation消化系統(tǒng)

Digestivesystem呼吸系統(tǒng)Respiratorysystem

循環(huán)系統(tǒng)Circulatorysystem系統(tǒng)結(jié)構(gòu)、疾病嚴(yán)重程度等Systemstructure,severity,etc.3、按疾病因素細(xì)分3.bydiseasefactors醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation生殖系統(tǒng)Reproductivesystem

神經(jīng)系統(tǒng)

Nervoussystem系統(tǒng)結(jié)構(gòu)、疾病嚴(yán)重程度等

Systemstructure,severity,etc.3、按疾病因素細(xì)分3.bydiseasefactors醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation運動系統(tǒng)Locomotorsystem內(nèi)分泌系統(tǒng)Endocrinesystem泌尿系統(tǒng)Urinarysystem二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation系統(tǒng)結(jié)構(gòu)、疾病嚴(yán)重程度等Systemstructure,severity,etc.3、按疾病因素細(xì)分3.bydiseasefactors醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進(jìn)行市場細(xì)分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)4、按藥品特性細(xì)分4.bypharmaceuticals二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation4、按藥品特性細(xì)分4.bypharmaceuticals醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation5、按心理因素細(xì)分5.bypsychologyfactors二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation生活方式、性格、追求利益、品牌忠誠度等Lifestyle,personality,pursuitofinterests,brandloyalty,etc.生活方式Lifestyle追求利益Pursuitofinterests傳統(tǒng)型Traditional品牌、實用Brandandutility新潮型Fashionable潮流、時尚Trendandfashion節(jié)儉型Frugal價格、實用Priceandutility奢侈型Extravagant品味、地位Tasteandposition思考：Thinking:1、寶潔公司的洗發(fā)水市場細(xì)分1.ShampoomarketsegmentationofP&G2、目前牙膏市場的市場細(xì)分2.Marketsegmentationofcurrenttoothpastemarket3、不同感冒藥的市場細(xì)分3.Marketsegmentationofdifferentcoldmedicines4、為什么有的店名前要加上“老字號”之類的字眼？4.Whydosomestoresaddwordslike“time-honored”beforetheirbrands?醫(yī)藥市場細(xì)分的標(biāo)準(zhǔn)Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細(xì)分的作用II.EffectsofPharmaceuticalMarketSegmentation目前牙膏市場的市場細(xì)分MarketSegmentationofCurrentToothpasteMarket利益細(xì)分市場Interests人口統(tǒng)計Demographics行為Behavior心理Psychology偏好的品牌Brand經(jīng)濟(jì)（低價）Economic（low-price）男人Men大量使用者Heavyusing高度自主，著重價值Highlyindependentandvalueoriented減價中的品牌Brandsonsale醫(yī)用（防蛀）Medical（mothproof）大家庭Bigfamily大量使用者Heavyusing疑病癥患者，保守Hypochondriacandconservative佳潔士Crest化妝（潔白牙齒）Make-up（whitenteeth）青少年，年輕人，成年人Teenagers,theyoungandadults抽煙者留蘭香味SmokersSpearmintflavor高度受好交際，積極Highlysociableandpositive麥克萊恩