項(xiàng)目四STP營銷戰(zhàn)略ProgramSTPMarketingStrategy講解

項(xiàng)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(yùn)用能夠熟練運(yùn)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(xiàng)目的選擇與實(shí)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)二醫(yī)藥產(chǎn)品目標(biāo)市場選擇Task2SelectionofTargetMarketofPharmaceuticalProducts一、醫(yī)藥產(chǎn)品目標(biāo)市場I.TargetMarketofPharmaceuticalProducts指企業(yè)在市場細(xì)分的基礎(chǔ)上，依據(jù)企業(yè)本身經(jīng)營目標(biāo)和經(jīng)營條件而選定的具有特定需要的企業(yè)最終要進(jìn)入的市場，即產(chǎn)品和勞務(wù)的銷售、服務(wù)對象。Itreferstothefinalmarketthatenterpriseswithspecificneedswillenteronthebasisofmarketsegmentationtheirownbusinessobjectivesandconditions,thatis,thesalesandserviceobjectsofproductsandlaborservices.一、醫(yī)藥產(chǎn)品目標(biāo)市場I.TargetMarketofPharmaceuticalProducts醫(yī)藥產(chǎn)品目標(biāo)市場的選擇條件Selectioncriteriaoftargetmarketofpharmaceuticalproducts01目標(biāo)市場應(yīng)具有一定規(guī)模和發(fā)展?jié)摿hetargetmarketboastsacertainscaleanddevelopmentpotential.02細(xì)分市場結(jié)構(gòu)具有較強(qiáng)內(nèi)在吸引力Thestructureofsegmentedmarkethasstrongerinternalattractions.03符合企業(yè)經(jīng)營發(fā)展目標(biāo)和能力Thetargetmarketisinlinewiththedevelopmentobjectivesandcapabilitiesoftheenterprise.二、醫(yī)藥產(chǎn)品目標(biāo)市場的選擇戰(zhàn)略II.SelectionStrategiesofPharmaceuticalProducts市場全面化模式Fullmarketcoverage市場專業(yè)化模式Marketspecialization產(chǎn)品專業(yè)化模式Productspecialization選擇專業(yè)化模式Selectivespecialization市場集中化模式Single-segmentconcentration二、醫(yī)藥產(chǎn)品目標(biāo)市場的選擇戰(zhàn)略II.SelectionStrategiesofPharmaceuticalProducts市場全面化模式Fullmarketcoverage二、醫(yī)藥產(chǎn)品目標(biāo)市場的選擇戰(zhàn)略II.SelectionStrategiesofPharmaceuticalProducts市場專業(yè)化模式Marketspecialization產(chǎn)品專業(yè)化模式Productspecialization二、醫(yī)藥產(chǎn)品目標(biāo)市場的選擇戰(zhàn)略II.SelectionStrategiesofPharmaceuticalProducts選擇專業(yè)化模式Selectivespecialization二、醫(yī)藥產(chǎn)品目標(biāo)市場的選擇戰(zhàn)略II.SelectionStrategiesofPharmaceuticalProducts市場集中化模式Single-segmentconcentration二、醫(yī)藥產(chǎn)品目標(biāo)市場的選擇戰(zhàn)略II.SelectionStrategiesofPharmaceuticalProducts三、醫(yī)藥產(chǎn)品目標(biāo)市場進(jìn)入戰(zhàn)略III.TargetMarketAccessStrategyofPharmaceuticalProducts無差異性戰(zhàn)略Undifferentiatedmarketing無差異性戰(zhàn)略Undifferentiatedmarketing無差異性戰(zhàn)略Undifferentiatedmarketing四、影響目標(biāo)市場選擇的因素IV.FactorsInfluencingTargetMarketSelection企業(yè)實(shí)力Strengthofenterprises產(chǎn)品特點(diǎn)Productcharacteristics市場差異性Marketdifferentiation產(chǎn)品生命周期Productlifecycle市場供求情況Marketsupplyanddemand競爭對手的營銷策略Competitor’smarketingstrategy小