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任務一醫(yī)藥產(chǎn)品市場細分Task1PharmaceuticalMarketSegmentation一、市場細分含義I.MeaningofMarketSegmentation按照消費者對藥品需求、購買行為、習慣等的差異性，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分Marketsegmentationofthewholehealthcareproductsmarket一、市場細分含義I.MeaningofMarketSegmentation市場細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、市場細分含義I.MeaningofMarketSegmentation醫(yī)藥市場細分含義Meaningofpharmaceuticalmarketsegmentation按照消費者對醫(yī)藥產(chǎn)品需求、購買行為、習慣等的差異性，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、市場細分含義I.MeaningofMarketSegmentation太太藥業(yè)的市場細分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.整個保健品市場Thewholehealthcareproductsmarket細分為4個子市場Dividinginto4submarkets確定目標市場Determiningthetargetmarket一、市場細分含義I.MeaningofMarketSegmentation太太藥業(yè)通過市場細分，找準了自己的目標市場——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產(chǎn)品，以準確巧妙的市場定位，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)的市場細分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation發(fā)掘機會、開拓市場Exploreopportunitiesanddevelopthemarket選準市場、精準營銷Choosetheappropriatemarketandconductprecisemarketing優(yōu)用資源、贏獲效益Optimizeresourcesandgainbenefits二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation醫(yī)藥市場細分的標準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)結構Systemstructure嚴重程度severity藥品因素Pharmaceuticals類別Type性質Nature地位Position二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation1、按地理因素細分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)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation2、按人口統(tǒng)計因素細分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)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation消化系統(tǒng)

Digestivesystem呼吸系統(tǒng)Respiratorysystem

循環(huán)系統(tǒng)Circulatorysystem系統(tǒng)結構、疾病嚴重程度等Systemstructure,severity,etc.3、按疾病因素細分3.bydiseasefactors醫(yī)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation生殖系統(tǒng)Reproductivesystem

神經(jīng)系統(tǒng)

Nervoussystem系統(tǒng)結構、疾病嚴重程度等

Systemstructure,severity,etc.3、按疾病因素細分3.bydiseasefactors醫(yī)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation運動系統(tǒng)Locomotorsystem內(nèi)分泌系統(tǒng)Endocrinesystem泌尿系統(tǒng)Urinarysystem二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation系統(tǒng)結構、疾病嚴重程度等Systemstructure,severity,etc.3、按疾病因素細分3.bydiseasefactors醫(yī)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation思考：江西珍視明采用了哪些因素進行市場細分？Thinking:WhatfactorsdoesJiangxiZhenshimingPharmaceuticalCo.,Ltd.adoptformarketsegmentation?醫(yī)藥市場細分的標準4、按藥品特性細分4.bypharmaceuticals二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation醫(yī)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation4、按藥品特性細分4.bypharmaceuticals醫(yī)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation5、按心理因素細分5.bypsychologyfactors二、醫(yī)藥市場細分的作用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)水市場細分1.ShampoomarketsegmentationofP&G2、目前牙膏市場的市場細分2.Marketsegmentationofcurrenttoothpastemarket3、不同感冒藥的市場細分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)藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫(yī)藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation目前牙膏市場的市場細分MarketSegmentationofCurrentToothpasteMarket利益細分市場Interests人口統(tǒng)計Demographics行為Behavior心理Psychology偏好的品牌Brand經(jīng)濟（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