項目六醫(yī)藥產(chǎn)品策略ProgramPharmaceuticalProductStrategy講

項目六醫(yī)藥產(chǎn)品策略Program6PharmaceuticalProductStrategy主要內(nèi)容：本章主要介紹醫(yī)藥產(chǎn)品的基本問題，包括醫(yī)藥產(chǎn)品的基本概念及基本理論，醫(yī)藥產(chǎn)品生命周期和品牌策略等相關(guān)問題。MainContent:Thischaptermainlyintroducesthebasicissuesofpharmaceuticalproducts,includingbasicconceptsandtheoriesofpharmaceuticalproducts,lifecycleandbrandstrategyofpharmaceuticalproductsandotherrelatedissues.藥品產(chǎn)品整體概念，藥品產(chǎn)品生命周期的特點及營銷策略，藥品品牌策略，藥品包裝策略O(shè)veralldrugproductconcept,characteristicsandmarketingstrategyofdrugproductlifecycle,drugbrandstrategy,drugpackagingstrategy藥品產(chǎn)品組合策略Pharmaceuticalproductmixstrategy運用藥品產(chǎn)品策略對現(xiàn)有的市場做出分析和藥品品牌策略的策劃和實施Analysisoftheexistingmarketbyusingdrugproductstrategyaswellasplanningandimplementationofdrugbrandstrategy掌握Master熟悉Familiar學(xué)會Learn思維導(dǎo)圖MindMap任務(wù)一醫(yī)藥產(chǎn)品整體概念理解Task1UnderstandingofTotalPharmaceuticalProductConcept一、產(chǎn)品整體概念I(lǐng).TotalProductConcept送貨Delivery售后服務(wù)After-salesservice信貸Credit保證Assurance質(zhì)量Quality規(guī)格Specification包裝Package品牌Brand特色Feature效用功能Utilitarianfunction核心藥品Coredrugs形式藥品Formaldrugs附加藥品Additionaldrugs1、核心產(chǎn)品1.CoreProducts產(chǎn)品給顧客提供的基本效用或利益，是顧客需求的基本內(nèi)容Thebasiceffectivenessorbenefitbroughtbyproductstocustomersisthebasiccontentofcustomerneeds實際上，顧客購買某種產(chǎn)品，并不只是為了得到產(chǎn)品實體本身，而是為了滿足某種特定的需求Infact,customersbuyaproductnotjusttogettheproductitself,butalsotomeetaspecificneed鞋......保護腳、美觀Shoes...footprotectionandbeauty電視機......收看節(jié)目、娛樂TV...viewingandentertainment化妝品、時裝......體現(xiàn)魅力外表、賞心悅目Cosmetics,fashionableclothing...reflectattractiveappearanceandfeastforeyes書......獲得知識、樂趣Book...gainknowledgeandpleasure2、形式產(chǎn)品2.FormalProducts形式產(chǎn)品是核心產(chǎn)品所展示的外部特征，即呈現(xiàn)在市場上的產(chǎn)品的具體形態(tài)或外在的表現(xiàn)形式。Formalproductsaretheexternalfeaturesdisplayedbycoreproducts,thatis,thespecificformsorexternalexpressionsofproductspresentedonthemarket.質(zhì)量Quality特色Feature款式Style商標(biāo)Trademark品牌Brand包裝Package3、延伸產(chǎn)品3.AugmentedProducts延伸產(chǎn)品Augmentedproducts顧客購買產(chǎn)品得到的全部附加服務(wù)和利益Alltheadditionalservicesandbenefitsthatcustomersgetwhentheybuyaproduct保證Assurance咨詢Consultation送貨Delivery安裝Installation維修Maintenance延伸或附加Augmentedoradditional給顧客帶來更多的利益和更大的滿足。（心理上的滿足）Morebenefitsandgreatersatisfactionarebroughttocustomers.

(Psychologicalsatisfaction)產(chǎn)品的同質(zhì)化現(xiàn)象越來越嚴重（同類產(chǎn)品的核心產(chǎn)品以及形式產(chǎn)品越來越接近）Homogenizationofproductsisbecomingmoreandmoreserious(coreproductsandformalproductsofsimilarproductsaregettingcloserandcloser)附加產(chǎn)品成為當(dāng)今企業(yè)決定成敗的關(guān)鍵Additionalproductsarethekeytosuccessforenterprisesatpresent二、提出產(chǎn)品整體概念的意義II.MeaningofProposingTotalProductConcept它以消費者基本利益為核心，指導(dǎo)整個市場營銷管理活動，是企業(yè)貫徹市場營銷觀念的基礎(chǔ)Totalproductconcepttakesthebasicinterestsofconsumersasthecore,guidesthewholemarketingmanagementactivities,andisthebasisforenterprisestoimplementmarketingconcepts.只有通過產(chǎn)品層次的最佳組合才能確立產(chǎn)品的市場地位Onlythroughthebestcombinationofproductlevelscanthemarketstandingofaproductbeestablished.產(chǎn)品差異構(gòu)成企業(yè)特色的主體，企業(yè)要在激烈的市場競爭中取勝，就必須致力于創(chuàng)造自身產(chǎn)品的特色Productdifferencesconstitutethemainbodyofenterprisefeatures.Ifanenterprisewantstowininthefiercemarketcompetition,itmustdevoteitselftocreatingitsown