Marketing mode of three-dimensional marketing

The three-dimensional marketing model mainly includes the following five aspects:

1. Product structure: multidimensional (diversified functions, attributes and selling points)

2. Price system: diversification (upper, middle and lower prices and flexible promotion system)

3. Customer objectives: multi-level (to meet different consumption levels and different geographical customer groups)

4. Sales channels: multi-point promotion (online and offline, multiple sales models, multiple sales channels and multiple flexible sales systems).

5. Promotion: Multi-channel, multi-directional and multi-time publicity (media, books, magazines, websites, TV, posters, roadside advertisements, membership and promotion).

1, product homogeneity is unprecedented.

At any time, there will be no similar products or even the same drug name like today's pharmaceutical market.

So much. Even drugs related to the therapeutic mechanism appear in other forms after changing the packaging and model. It can be said that such fierce product homogenization competition has led to the blindness and inaction of enterprises.

2. The channel competition is unprecedentedly fierce.

When products lose their rationality in the competition for channels, the pressure and intensity of the competition for channels can be satisfied.

I can imagine. When the concept of "the third terminal" first appeared in 2004, it was involved by countless enterprises in less than three years and launched a crazy competition; When the concept that clinical drugs account for 80% of daily drug sales is recognized, how many enterprises set foot in it with new and old drugs; After OTC subverted the traditional drug procurement model with its parity and convenience, how many companies spent huge sums of money to enter the OTC chain?

3. The marketing model needs to be changed.

At present, most domestic investment enterprises still rely on "exhibition+advertising+telephone sales" to maintain daily product sales, making ends meet. A group of domestic enterprises with clear positioning and strong foresight have taken action to explore new marketing models and achieved good results. For example, Henan Medical Insurance Pharmaceutical Co., Ltd. has a characteristic marketing model based on characteristic products, characteristic space, characteristic channels and characteristic services.

(B), how to implement three-dimensional marketing

In view of the macroeconomic situation at home and abroad, the development trend of pharmaceutical industry and the new development of channels, we should make targeted arrangements from four aspects: "brand promotion, media investment, star product building and terminal mining", and strive to realize the rapid development of enterprises by means of three-dimensional marketing:

First, "brand promotion"

The promotion of corporate brand is a long-term process, and it is necessary to continuously integrate various resources disseminated by enterprises to achieve market influence with distinctive features, outstanding images and profound memories, so as to establish unique market awareness of enterprises in the industry.

The purpose of brand promotion is to build an excellent platform that can be compatible with upstream industrial production enterprises and downstream agents: first, it can establish a good image of the company in the industry, enhance the right to speak with upstream production enterprises in the process of continuously introducing products, and make them really willing to hand over some of their own characteristic varieties to us for sale; Second, through the creation of this platform, we can effectively integrate the company's existing customer resources around the enterprise, constantly absorb new customers who make specialty drugs, form a relatively stable strategic cooperative relationship, enhance the market competitiveness of enterprises, and obtain sustained profits.

1, brand element integration

For investment enterprises, due to their lack of product production capacity, they should pay attention to their unique advantages in channels, services and modes in brand building, and gradually form their own communication influence mode by integrating their own VI and CI systems.

2. Brand communication integration

In terms of brand communication and integration, to effectively combine internal unity with external communication, we must first form a solid and unified understanding internally, and then there will be a special department responsible for the unified communication of corporate brand image externally:

First, the spread of brand awareness within the enterprise

The spread of brand awareness within the enterprise is to fully convey the relevant contents covered by the enterprise brand to every employee within the enterprise, which can be implemented through internal training and the production of learning materials.

At the same time, all kinds of office appliances, business cards and promotional items used by enterprises are printed and used in a unified format, which ensures the integrity and unity of corporate image.