《案例分析——差异化聚集让销量倍增（Case analysis differentiation and aggregation make sales doubled）.doc》由会员分享，可在线阅读，更多相关《案例分析——差异化聚集让销量倍增（Case analysis differentiation and aggregation make sales doubled）.doc（14页珍藏版）》请在三一文库上搜索。
1、案例分析差异化聚集让销量倍增（Case analysis differentiation and aggregation make sales doubled）Case analysis: differentiation and aggregation make sales doubledSouthern China customer service:Three hundred and forty-two million two hundred thousand three hundred and fifty-fiveNorth China customer service:Five hund
2、red and four million five hundred and sixty-five thousand six hundred and fifteenHubei customer service:Fifty-eight million six hundred and nine thousand four hundred and oneThe latest informationThe medicine marketing topics: basic drug systemSpring fire prevention wellChinese medicine for treating
3、 diabetic skin pruritusThe common pathogenic factors of allergic asthmaBrand OTC sales is how to do itNote the Soybean Milk drinkPopular informationCompound Zedoary Turmeric Oil Suppoaitories is on cervical erosionThe new rural cooperative medical institutions around the use ofThe national health in
4、surance directory queryThe country health department, bureau, biddingHarry Compound Camphor Cream skin beautyIn 2010 the national drug centralized purchasingNews headline newsYour position: Home Information CenterCase analysis: differentiation and aggregation make sales doubledDouble click the auto
5、scroll Publisher: admin release date: 2010-4-9 reading: 79Case analysis: differentiation and aggregation make sales doubledYou have, I have all have, ah, heros song the lyrics like specifically for many small enterprises and write generic drugs: from product, price to marketing mode. But if the ente
6、rprises want to must achieve talent shows itself, you have, I have, I haveCase: Wang JinxueChina has more than 4700 drug manufacturing enterprises, the company annual sales income of 50 million yuan accounted for less than 70% above. Many, small, scattered, low, homogeneous competition will still be
7、 Chinas pharmaceutical industry for a long time the pain. So, for small enterprises in terms of generic drugs, how can the talent shows itself in the fierce competition?The basic competition strategy of the enterprise has 3 kinds: cost leadership strategy, differentiation strategy and focus strategy
8、. The enterprise must choose one from these three kinds of strategy, as its leading strategy. Either the cost control to lower than competitors; or out of the ordinary characteristics in the form of business products and services, so that customers feel that you provide more value; or enterprise ded
9、icated to a particular market segment, a specific product or a specific geographic range.For the small enterprises in terms of generic drugs, what almost no cost advantage, the only viable strategy is the differentiation strategy and focus on the organic combination of strategy, concentration of res
10、ources and capabilities through differentiated competition to seek a breakthrough, at one point: the differentiation focus strategy.Generally speaking, the competition can be divided into six levels, from the price level, quality level, function level, service level, technical level, has been develo
11、ped to the brand level. For small and medium-sized pharmaceutical companies, in addition to already established a certain brand of some enterprises, all in price, technology, quality, function level what no obvious difference, the rest can only fight.In the limited resources and capabilities, not ma
12、ny advantages of small enterprises, must carefully analyze the research on the competitive environment, and fully study the competitors, to carefully assess their own resources and ability to concentrate superior forces, find a breakthrough, blaze a new trail. That is to say, we must find out the st
13、rategies and methods different from others, the only way,The enterprise can get rid of passive situation, one step ahead of others, the first to have the off stage.casesZ pharmaceutical factory has more than 50 years, in the production and sale of OTC based medicine, prescription drug sales rely on
14、investment agency mode, the market basically limited to the province. Due to various reasons, enterprises in brand building, research and technology, market network, team construction has been no big breakthrough, the scale of the enterprise long-term hovering in the three and fifty million yuan. Af
15、ter careful screening, found Z pharmaceutical treatment of stone products T manufacturers less, has a certain product selling point: pure Chinese medicine, good results. At the same time, the region has a certain advantage: Although the development of the hospital is less, but the director of the De
16、partment of several high degree of recognition. In addition, the local high incidence of gallstone disease, but there is no prominent brand. Therefore, the enterprise decided to increase the academic promotion efforts, and priority products T.Experts and enterprises relying on regional professional
17、society, in close cooperation with the agents, by actively participating in the conference, the provincial hospital promotion, Department, clinical observation, professional papers, magazines and other forms of advertising, so that the original hospital sales has been greatly improved, and developed
18、 a number of high quality hospital. At present, the sales of T products in the province of similar products in the top, increased from about 20000000 to nearly 50 million.Due to limited resources and capabilities, investment promotion agency model is that many small and medium enterprises helpless c
19、hoice. But most of the enterprises in addition to fight price especially, ignoring the strategies and methods of agent management, market management and other academic promotion. But in fact, simple price with little success. Z enterprises to strengthen academic promotion, not only close cooperation
20、 with agents, but also greatly enhance the market share.The success of Z pharmaceuticals, is the differentiation strategy (marketing model from investment agency to simply increase the academic promotion, public relations, in fact belongs to the service differentiation strategy and centralized strat
21、egy) (concentrate resources on a product, a strategy and a regional market, product focus strategy, centralized area the strategy and focus strategy) strategy combination, namely the differentiation focus mentThe breakthrough of powerJi Wei (Shanghai Pachinko media operations director)Broad sense Z
22、pharmaceutical situation. And it is the same, many pharmaceutical companies are facing the following situation: no breakthrough marketing model has been used to agent system, channel control was weak; variety is facing the homogenization problem, the lack of features; the overall strength, marketing
23、 system is unable to form a national fast.From the point of long-term development, enterprises must get out of this pattern, in order to enhance the comprehensive competitiveness of enterprises. Otherwise, in the work of strangling the national brands and regional brands, enterprises can not be a pa
24、rt of the country, will be mercilessly garrotte.What should I do? This is ambitious, aspiring entrepreneurs have an urgent need to answer the question. Especially in the part of the product into the basic drug list , national health insurance or Medicare , this desire hope marketing breakthrough and
25、 rapid development, in the heart cant stop the heart of wuthering.Z enterprise solutions, is a relatively ideal and safe way. Focus less competition, selling point, regional market capacity larger, have certain resources of terminal products T, then according to the prescription of the academic prom
26、otion routine, doing development in terminal promotion in breadth, depth, gained significant market performance.From the perspective of market competition, it is an agent of many pharmaceutical companies Universal marketing breakthrough . This strategy can be summarized as focusing strategy breakthr
27、ough, the investment direction of the initiative to change the marketing resources,The concentration of forces in the product, the market, the formation of local competitive advantage, also can play light speed, fast access to the brand and sales promotion, so as to change the pattern of survival an
28、d development of enterprises.We know that the big companies have scale advantages, but the elephant nose is afraid of drilling, which provides the basis for breakthrough strategy for victory. For the development of enterprises, only the focus, in order to allow enterprises to continue to seize oppor
29、tunities of their own, have a cumulative effect. The first advantage and maintain and continue to expand, let the future of the enterprise security.Focus on a single product, which led to the formation of channels, fundamental weapon pull terminal and enhance market and sales system; focus on minori
30、ty market, to explore the formation experience according to the market, set up the rear for a large range of combat. This is a simple, effective and common way of marketing, but to be successful, still need to do through each link.At the end of the product. One must choose the right product. Selecti
31、on of products is to choose a destiny. Product selection is not good, a thankless task. In the selection of species, it is important to consider the market capacity, maturity, concentration, competition, brand segmentation opportunities, product competitiveness and policy status index. Z pharmaceuti
32、cal product T, is a typical market niche selection. If this is a traditional Chinese Medicine Department of Cardiology, the market operation is probably difficult to obtain similar results. Second, in brand planning, to grab a. Discover and seize the market gap concept, rapid share. The positioning
33、of products or concepts must be single, sharp, build brand awareness and acceptance of the concept, advanced into the mind, and then consider loyalty. The prescription drug marketing, is routine mode, but the key is to enhance the quality and implementation of the lean.At the end of the market. Firs
34、t, in the market to focus on sales, centralized resources and limited funds, personnel allocation, financial support, and promote the research support and market depth and material resources to follow up, to fight a war of annihilation. A simple truth: can chew. Have a market share of 70% compared w
35、ith 7 market share of 10% is much stronger. The way to reduce the extensive cultivation plough. At the basis of regional differences, tailor-made promotion mode. The first big fish a small pond, and then gradually extended, steadily expand to other subdivision. Second, we should pay attention to res
36、ource integration of the regional market. Including industry administrative departments, distributors, terminal medical resources, the depth of the development of the local market, in accordance with the characteristics of varieties, to the local hospital, pharmacy or third terminal extension. Conti
37、nue to consolidate its regional competitive advantage.Do not underestimate this seemingly guerrilla war strategy, many big brands are slowly growing up from guerrilla warfare. An example of an industry outside the white. The first of its founder Chen Kaixuan doing the washing powder dealers in easte
38、rn Guangdong Province, in 1991 he was in the form of OEM created Liby brand. In order to avoid Tide and Ariel, Chen triumph away from the large city, the main rural market. Chen Kaixuan first put the hometown of Puning county built the model of the market, in order to attract dealers around to join,
39、 4 years after the occupation of Chaoshan area. In 1996, Liby begin to expand sales area in Guangdong, in the high-end foreign brands to attend to the main gaps in the market, and as a stronghold from Guangdong Province, one of the famous brand.The small and medium-sized enterprise marketing strateg
40、y- Yang Changshun (Shanghai Jin Chen pharmaceutical marketing director)In fact, the case can not be called a case, can only be said to be the Z pharmaceutical treatment of stone product marketing thinking in operation. Of course, this idea is correct, but is not the description of specific details,
41、and these details show, can really give people a deep inspiration. Because the case is too simple, so no matter, can only express some views of macro.1. small pharmaceutical companies confusionIn China，Most of the pharmaceutical companies assets in three and fifty million, but, like the Z industry,
42、more than 50 years, the scale is always hovering at this level, do not see. Enterprise development is not good, a lot of excuses: system reason, reason, lack of talent products.Countermeasures: determinedThese excuses, actually have a reason, after all, enterprise management involves many aspects, i
43、n my opinion, one aspect is the key, that is the determination of the boss. Only the boss determined, will hesitate, even at the cost of the enterprise can fight to win or die, from small to big, from weak to strong. Employees can understand the bosss intention, so the popular sentiment is up, enter
44、prise.2. China industry cluster effectZ pharmaceutical in the production and sale of OTC based medicine, prescription drugs rely on investment agency mode, the market basically limited to the province. The author found that the regional characteristics are very obvious: China pharmaceutical companie
45、s such as Jiangsu pharmaceutical companies are good at self team solid hospital management of prescription drugs, to the Yangtze River, Henry as the representative of the north; pharmaceutical companies to raw material base, preparation has developed to the stone, Harbin full of sound and colour, as
46、 the representative of Jiangxi; advertising products to conquer the world. Huiren, as the representative of the southwest of the river; traditional Chinese medicine is relatively conservative, made a great breakthrough in the market in recent years, Yunnan Baiyao, Guizhou Tongjitang as the represent
47、ative of Anhui; but due to the existence of a Taihe medicine city, all things are engaged in map, big logistics sellers, many pharmaceutical companies are the recent field enterprise acquisition, in Hefei is holding Anhui shenlu Shuanghe, Jing Fang was holding Mayinglong as the representative, can s
48、urvive and flourish is not much, for example, the Chen pharmaceutical.Countermeasures: aimed at benchmarkingIndustrial cluster has an advantage, is that we learn from each other in competition, the development of better than their own, have pressure, wont produce more than than under the idea of . Before the development of Z pharmaceutical companies have been good, may not find their own example, not the object of imitation, or having a competitor dying feeling. Therefore, the development path of small and medium-sized enterprises is the most easy to find,