Firstar公司车载急救包业务市场定位及推广策略研究

发布时间：2017-07-20 11:11

本文关键词：Firstar公司车载急救包业务市场定位及推广策略研究

【摘要】：Firstar公司从事急救包业务有二十年的时间了,产品一般出口欧美发达国家,对急救包的价值及用途有着较为深刻的认识。随着中国人民生活水平的不断提高,对于急救知识及用品的需求是与日俱增的。然而目前来说,民众对于急救知识(如心肺复苏法CPR等)的掌握是贫乏的,更不用说对急救用品的购买了。Firstar公司有着丰富的外贸经验,但对于国内市场的认识却处于比较模糊的状态,定位不清是存在已久的问题。Firstar公司的急救包产品要打开国内市场,首先要寻找目标市场,然后进行精准的市场定位。本论文通过对细分市场策略、目标市场策略、定位理论及钻石模型的分析,找到了开拓国内市场的突破口就在于对车载急救包的推广。通过对国内竞争对手及自身的SWOT分析,更加认清了自身的状态及在市场上所处的位置,对于后续设计相应的营销传播策略提供了重要的依据。在现有的市场营销理论中,专门研究急救包市场定位及营销策略的并不多见。通过对Firstar公司进入国内急救包市场的定位策略研究,可以为其他开拓这方面的业务企业提供相应的借鉴。
【关键词】：市场定位 细分市场 急救系统 车载急救包 汽车保有量
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.4
【目录】：

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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