項目四STP營銷戰略Program4STPMarketingStrategySTP策略概述OverviewofSTPStrategySSegmentmarket市場細分TTargetmarket目標市場PPositionMarket市場定位醫藥市場細分的因素、市場細分的方法、有效目標市場的選擇、目標市場的滿足戰略、市場定位的方法、戰略與策略。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戰略進行某產品的市場分析和目標市場營銷戰略制定，為后續創業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任務一醫藥產品市場細分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醫藥市場細分含義Meaningofpharmaceuticalmarketsegmentation按照消費者對醫藥產品需求、購買行為、習慣等的差異性，把一個醫藥產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品，以準確巧妙的市場定位，使企業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.太太藥業的市場細分MarketsegmentationofTaitaiPharmaceuticalIndustryCo.,Ltd.二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation發掘機會、開拓市場Exploreopportunitiesanddevelopthemarket選準市場、精準營銷Choosetheappropriatemarketandconductprecisemarketing優用資源、贏獲效益Optimizeresourcesandgainbenefits二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation地理因素Geography人口統計因素Demographics消費心理因素Consumerpsychology身體因素Body地理位置Location地理環境Environment國別State城鄉Cityandcountry年齡Age性別Gender收入Income職業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系統結構Systemstructure嚴重程度severity藥品因素Pharmaceuticals類別Type性質Nature地位Position二、醫藥市場細分的作用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郊區人口Populationinsuburbarea城市人口Populationinurbanarea醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation2、按人口統計因素細分2.bydemographicstatistics年齡、性別、職業、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

醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation消化系統

Digestivesystem呼吸系統Respiratorysystem

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

神經系統

Nervoussystem系統結構、疾病嚴重程度等

Systemstructure,severity,etc.3、按疾病因素細分3.bydiseasefactors醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation運動系統Locomotorsystem內分泌系統Endocrinesystem泌尿系統Urinarysystem二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation系統結構、疾病嚴重程度等Systemstructure,severity,etc.3、按疾病因素細分3.bydiseasefactors醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫藥市場細分的作用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?醫藥市場細分的標準4、按藥品特性細分4.bypharmaceuticals二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation4、按藥品特性細分4.bypharmaceuticals醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation5、按心理因素細分5.bypsychologyfactors二、醫藥市場細分的作用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傳統型Traditional品牌、實用Brandandutility新潮型Fashionable潮流、時尚Trendandfashion節儉型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?醫藥市場細分的標準Standardsofpharmaceuticalmarketsegmentation二、醫藥市場細分的作用II.EffectsofPharmaceuticalMarketSegmentation目前牙膏市場的市場細分MarketSegmentationofCurrentToothpasteMarket利益細分市場Interests人口統計Demographics行為Behavior心理Psychology偏好的品牌Brand經濟（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