项目四STP营销战略ProgramSTPMarketingStrategy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任务二医药产品目标市场选择Task2SelectionofTargetMarketofPharmaceuticalProducts一、医药产品目标市场I.TargetMarketofPharmaceuticalProducts指企业在市场细分的基础上，依据企业本身经营目标和经营条件而选定的具有特定需要的企业最终要进入的市场，即产品和劳务的销售、服务对象。Itreferstothefinalmarketthatenterpriseswithspecificneedswillenteronthebasisofmarketsegmentationtheirownbusinessobjectivesandconditions,thatis,thesalesandserviceobjectsofproductsandlaborservices.一、医药产品目标市场I.TargetMarketofPharmaceuticalProducts医药产品目标市场的选择条件Selectioncriteriaoftargetmarketofpharmaceuticalproducts01目标市场应具有一定规模和发展潜力Thetargetmarketboastsacertainscaleanddevelopmentpotential.02细分市场结构具有较强内在吸引力Thestructureofsegmentedmarkethasstrongerinternalattractions.03符合企业经营发展目标和能力Thetargetmarketisinlinewiththedevelopmentobjectivesandcapabilitiesoftheenterprise.二、医药产品目标市场的选择战略II.SelectionStrategiesofPharmaceuticalProducts市场全面化模式Fullmarketcoverage市场专业化模式Marketspecialization产品专业化模式Productspecialization选择专业化模式Selectivespecialization市场集中化模式Single-segmentconcentration二、医药产品目标市场的选择战略II.SelectionStrategiesofPharmaceuticalProducts市场全面化模式Fullmarketcoverage二、医药产品目标市场的选择战略II.SelectionStrategiesofPharmaceuticalProducts市场专业化模式Marketspecialization产品专业化模式Productspecialization二、医药产品目标市场的选择战略II.SelectionStrategiesofPharmaceuticalProducts选择专业化模式Selectivespecialization二、医药产品目标市场的选择战略II.SelectionStrategiesofPharmaceuticalProducts市场集中化模式Single-segmentconcentration二、医药产品目标市场的选择战略II.SelectionStrategiesofPharmaceuticalProducts三、医药产品目标市场进入战略III.TargetMarketAccessStrategyofPharmaceuticalProducts无差异性战略Undifferentiatedmarketing无差异性战略Undifferentiatedmarketing无差异性战略Undifferentiatedmarketing四、影响目标市场选择的因素IV.FactorsInfluencingTargetMarketSelection企业实力Strengthofenterprises产品特点Productcharacteristics市场差异性Marketdifferentiation产品生命周期Productlifecycle市场供求情况Marketsupplyanddemand竞争对手的营销策略Competitor’smarketingstrategy小