本文關(guān)鍵詞：Firstar公司車載急救包業(yè)務(wù)市場(chǎng)定位及推廣策略研究

  更多相關(guān)文章： 市場(chǎng)定位 細(xì)分市場(chǎng) 急救系統(tǒng) 車載急救包 汽車保有量

【摘要】：Firstar公司從事急救包業(yè)務(wù)有二十年的時(shí)間了,產(chǎn)品一般出口歐美發(fā)達(dá)國家,對(duì)急救包的價(jià)值及用途有著較為深刻的認(rèn)識(shí)。隨著中國人民生活水平的不斷提高,對(duì)于急救知識(shí)及用品的需求是與日俱增的。然而目前來說,民眾對(duì)于急救知識(shí)(如心肺復(fù)蘇法CPR等)的掌握是貧乏的,更不用說對(duì)急救用品的購買了。Firstar公司有著豐富的外貿(mào)經(jīng)驗(yàn),但對(duì)于國內(nèi)市場(chǎng)的認(rèn)識(shí)卻處于比較模糊的狀態(tài),定位不清是存在已久的問題。Firstar公司的急救包產(chǎn)品要打開國內(nèi)市場(chǎng),首先要尋找目標(biāo)市場(chǎng),然后進(jìn)行精準(zhǔn)的市場(chǎng)定位。本論文通過對(duì)細(xì)分市場(chǎng)策略、目標(biāo)市場(chǎng)策略、定位理論及鉆石模型的分析,找到了開拓國內(nèi)市場(chǎng)的突破口就在于對(duì)車載急救包的推廣。通過對(duì)國內(nèi)競(jìng)爭(zhēng)對(duì)手及自身的SWOT分析,更加認(rèn)清了自身的狀態(tài)及在市場(chǎng)上所處的位置,對(duì)于后續(xù)設(shè)計(jì)相應(yīng)的營銷傳播策略提供了重要的依據(jù)。在現(xiàn)有的市場(chǎng)營銷理論中,專門研究急救包市場(chǎng)定位及營銷策略的并不多見。通過對(duì)Firstar公司進(jìn)入國內(nèi)急救包市場(chǎng)的定位策略研究,可以為其他開拓這方面的業(yè)務(wù)企業(yè)提供相應(yīng)的借鑒。
【關(guān)鍵詞】：市場(chǎng)定位 細(xì)分市場(chǎng) 急救系統(tǒng) 車載急救包 汽車保有量
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F426.4
【目錄】：

• ACKNOWLEDGEMENTS4-5
• Abstract5-6
• 摘要6-7
• LIST OF ABBREVIATIONS7-18
• Chapter 1 Introduction18-22
• 1.1 Background18-19
• 1.2 Research Objectives19-20
• 1.3 Research Methodology20-21
• 1.4 The main content and logical structure21-22
• Chapter 2 Literature Review22-31
• 2.1 The Definition of Positioning22-23
• 2.2 Over-informed Society23-24
• 2.3 Entering Customers’ Mind24-25
• 2.4 Product Era, Image Era and Positioning Era25-26
• 2.5 Ladders in the Mind26
• 2.6 Law of Duality26-27
• 2.7 Determining the Positioning27
• 2.8 Positioning of Followers27-28
• 2.9 Pitfalls of Brand Extension28-29
• 2.10 Literature Review of Positioning Theory in China29-30
• 2.10.1 Reviews of Marketing Experts29
• 2.10.2 Similarities among Scholars’ Views of Positioning29-30
• 2.11 Diamond Model of Market Positioning30-31
• Chapter 3 Case Description31-42
• 3.1 Company Profile31-33
• 3.1.1 Company Introduction31-33
• 3.1.2 Organization Structure33
• 3.2 Marketing Situation and Problems of First Aid Kit33-38
• 3.2.1 Examples from Developed Countries34-35
• 3.2.2 Car and Accident35-36
• 3.2.3 Golden Ten Minutes36-37
• 3.2.4 CPR Introduction37-38
• 3.2.5 How to Give First Aid after the Traffic Accidents38
• 3.3 Medical Emergency System in China and Some Cases38-42
• 3.3.1 Case 1: Wounded Driver Died Due to the Blocked Emergency Lane onthe Expressway39
• 3.3.2 Case 2: A Woman Raised Her Bag to Shade Her Dead Husband fromthe Scorching Sun for Half an Hour39-40
• 3.3.3 Place Warning Triangles and Wear Reflective Vests after TrafficAccidents40-42
• Chapter 4 Case Analysis42-49
• 4.1 Current Situation of First Aid Kit in China and Analysis of Competitors ofFirstar Health Care42
• 4.1.1 Development Trend of First Aid Kit Market in China and Competitionin the Market42
• 4.2 Behavior Characteristics of Consumers of first aid kits in China42-43
• 4.3 Analysis of Firstar Health Care’s Major Rivals43-46
• 4.3.1 Beijing UNAID Technology Co., Ltd.43-44
• 4.3.2 Beijing Wah Lee Technology and Trade Co., Ltd.44
• 4.3.3 Yunnan Baiyao Group Co., Ltd.44-46
• 4.3.4 Analysis of the Potential Entrants46
• 4.4 SWOT Analysis of Firstar Health Care46-49
• 4.4.1 Strengths and Weaknesses (SW) Analysis46-47
• 4.4.2 Opportunities and Threats (OT) Analysis47-49
• Chapter 5 Positioning Strategies49-56
• 5.1 Current Situation Analysis of Vehicle First Aid Kit Industry in China49-50
• 5.2 Analysis of Survey of the Vehicle First Aid Kit Market (the Questionnaire isattached in the end of the thesis)50-53
• 5.3 The First Aid Kit Market Segmentation and Firstar Health Care’s TargetMarket Strategies53-54
• 5.3.1 The First Aid Kit Market Segmentation53
• 5.3.2 Choice of Target Market53-54
• 5.4 Firstar Health Care’s Vehicle First Aid Kit Market Positioning54-56
• Chapter 6 Implementation Plans for the Positioning Strategies56-71
• 6.1 Product Strategies of Firstar Health Care’s Vehicle First Aid Kits56-61
• 6.1.1 The First Aid Kit on Chinese domestic market --Suichebao56-57
• 6.1.2 Cooperation with Hankegongshe in Family/Vehicle First Aid KitDevelopment (Internet Plus)57-60
• 6.1.3 Improving the Products’ Quality and Creating New Features60
• 6.1.4 Endeavoring to Develop New Products and Improving the ProductStructure60-61
• 6.2 Price Strategies of Firstar Health Care’s Vehicle First Aid Kits61-62
• 6.3 Firstar Health Care’s Channel Strategy for Vehicle First Aid Kit Business62-64
• 6.3.1 Channel Strategy in 4Ps63
• 6.3.2 Channel strategy in 4Cs63-64
• 6.3.3 Chanel strategy in 4Rs64
• 6.4 Firstar Health Care’s Promotion Strategy for Vehicle First Aid Kit64-66
• 6.4.1 Invite Experts in Firs Aid to Promote65
• 6.4.2 Take in First Aid Training as a Compulsory Course in Driving Test orAnnual Inspection65-66
• 6.5 Service Strategy of Firstar Health Care’s Vehicle First Aid Kit Business66-68
• 6.5.1 Build Customer Database to Manage Loyal Customers67
• 6.5.2 Establish a Sophisticated Customer Service System67-68
• 6.6 Assessment on the Effect of Market Positioning Strategy for FirstarHealth Care’s Vehicle First Aid Kit68-71
• 6.6.1 A Successful Case—Cooperation with the Red Cross68-71
• Chapter 7 Conclusions71-73
• References73-75
• APPENDIX75

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