黄氏响声丸营销企划方案

黄氏响声丸营销企划 姓名:李凡 专业:药学(医药经济方向) 学号:1103627088 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 一、分析营销机会 1、管理营销信息与衡量市场需求 咽喉病属于常见病和多发病，分急性咽喉炎和慢性咽喉炎。慢性咽喉炎主要是由于急性咽喉炎治疗不彻底而反复发作转为慢性。慢性咽炎的患者比急性咽炎的患者要多的多，，长期饮酒过度或受有害气体刺激也会发病，慢性咽喉炎病症轻微，主要现为咽部干痒、疼痛、嘶哑、有异物感等，病情复杂且难以根治、需要长期服药、而且发病人群广。 我国有五千万人用嗓子工作，嗓子疼是一种常见病随着环境污染的加剧、空气质量日益下降、干燥、粉尘、雾霾、汽车尾气、沙尘暴等使众多国人遭受咽喉疾病的痛苦、人们健康观的转变、现代的人们不仅仅满足于“生存”这种生命状态而且更关心生命的质量、健康观的转变体现了人们自身保健意识的提高。 由此可见医疗保健产品的需求将不断增大、随此咽喉类药物的需求也将提高尤其在空气质量不断下降的环境下，存在着巨大的市场潜力。这就造就了黄氏响声丸的问世。 2、评估营销环境 (1)宏观环境的需要和趋势 咽喉症人群的日益扩大和其病情的难以根治性，需要长期服药。 (2)宏观环境分析 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 1)经济环境 我国现阶段正处经济的快速发展阶段、国内生产总值和国民收入以较高的幅度增长，自2004年我国国民人均收入已超过1000美元、从低收入国家进入中等收入国家行列，居民的生活水平将不断地提高、社会需求更趋于多样化、消费结构加快升级、人们更加追求生活内容的丰富、生活质量的提高以及生活环境的改善，人们更加倾向于健康的消费模式。 2)社会文化环境 人们生命价值观的转变、开始追求更高质量的生命价值、更加注重自身保健。 3)自然环境 近年来环境日益恶化、各种环境问题的出现，全球变暖，干燥、粉尘、雾霾、沙尘暴、汽车尾气等给人们的健康带来了极大的威胁、导致咽喉病多发。 4)政治法律环境 由于医药行业关系人们的身体健康和生命安全，国家对其采取有别于一般行业的质量#管理#。1988年开始实施GMP认证进一步保证了药品的安全性和有效性，提高了医药企业的门槛，限制企业的数量。1999年起中国开始对上市的药品实行处方药、非处方药的分类管理。2004年6月11日Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 国家食品药品监督管理局公布了《处方药和非处方药2004--2005工作规则》加剧了医药行业的恶性竞争。 5) 技术环境 随着经济的发展，医药生产技术也不断的提高、根据市场需求生产出许多种类的新药。国家在新药技术上给予支持和鼓励。 6)人口环境 我国是世界第二人口大国，有着巨大的消费市场。从地理环境上分析，北方人与南方人相比更容易引发咽喉病，北方环境干燥，多风多沙，近年来并多发生雾霾天气，更是导致咽喉病人的增多。经常用嗓的人则是咽喉类药物的目标人群，特别是教师，歌手，专业评委等专业人士。 3、分析消费者市场和购买行为 (1)消费者的购买模式 消费者在购买咽喉类药品是大多是从医院获得的，其主要原因在于公费医疗的因素。而黄氏响声丸比一般的咽喉类药物的价格稍贵，人们会采取公费医疗的方式从医院购买。 (2)影响消费者购买行为的主要因素 文化因素: 对于人们来讲都普遍认为一分价钱一分货、黄氏响声丸在治疗咽喉病方面具有很好的疗效。经济状况良好的人群会选择疗效更好的产品。 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 社会因素:咽喉类药物有很多种类，然而大多数都是治标不治本，只是暂时缓解了咽部的不适感，然而黄氏响声丸国内第一个专业咽喉用药的中药品牌、因为确实疗效显著，受很多业内人士的青睐，更是诸多歌者演员、教师的咽部保养品。 个人因素:个人的生活经验会影响人们下一步的选择，使用过黄氏响声丸的消费者会更加相信它的疗效，然而对于潜在的消费者我们应该更努力的去开发。用事实用疗效说话。 心理因素:受周围亲朋好友的影响，有些消费者没有自己的选择方向，对于这一类的消费者我们应该加大宣传力度，让他们有种对黄氏响声丸的信任感并去选择它。 4、分析团购市场和团购购买行为 对于黄氏响声丸的团购市场我们把它定位在学校和其他教育类的机构。近年来国家不断加大对教育的支持，教师的福利待遇也不断的提高，而教师则是咽喉病的多发人群，学校和教育机构可以给老师配备黄氏响声丸作为福利待遇的一种体现，不仅能够激发教师教学的积极性同时也可以解决教师普遍存在的咽喉问题，从而提高教师们的幸福感。 5、分析行业和竞争者 (1)咽喉类药物市场上低端产品较多，多是一些含片治标不治本，然而对于黄氏响声丸来说是一个契机，黄氏响声丸不仅对普通的咽喉疼痛有良好的效果，而且对于严重的咽喉Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 症有很好的疗效。 (2)竞争者分析 主要的竞争对手:金嗓子，草珊瑚含片、西瓜霜，慢严舒柠，健民咽喉片 主要竞争对手的基本状况分析 1)领先品牌(如草珊瑚、西瓜霜、金嗓子等)市场占有率高、知名度大、主要分布在医院，药店次之。 2)这些品牌牌子老，资金雄厚，已占据全国各大小城市市场。 3)已占据医药公司渠道，依靠国营渠道大量营销批发调拨。 4)广告宣传:以电视为主媒体，全面宣传，主要竞争表现在中央电视媒体的宣传上。 5)诉求的重点均放在药效、具体功效和产品形象上、主要多用名人帮助提高知名度。 (3)辨别竞争对手的战略 黄氏响声丸的竞争对手金嗓子、西瓜霜等由于他们价格上比较低，他们会利用这个优势来获得消费者的喜欢，然而对已相当大一部分患者来说他们在乎的不一定是产品的价格而是它的疗效，黄氏响声丸不仅对初期的咽喉肿痛有显著地疗效、而且可以化痰散结、利咽开音，对于急、慢性咽炎及声带小结、声带息肉初起见效。黄氏响声丸有着其他含片类咽喉药物没有的功效。所以在战略上采取疗效功能战而不Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 是价格战。 (4)判定竞争者的目标 通过长期的分析可见竞争者的目标市场是针对那些工作比较忙碌怕麻烦不愿到医院开处方购买药物的人群，其他品牌的由于知名度比较，要想占领市场必须加大宣传的力度、首先让消费者去认识、判断、接受，只有这样才能赢得市场。 (5)评估竞争者的优势和劣势 以强攻弱，寻找行业突破点。 优势:价格实惠、片量多、产品销售时间长、深入人心。 劣势:疗效不够明显，资金不足，技术支持不够，新一类疗效更好的咽喉类产品的出现，冲击着它们的市场。 (6)评估竞争者的反应模式 面对市场上各种新咽喉类药物的出现各地企业也必积极调整自己的应对模式。评估黄氏响声丸的竞争对手的反应模式，我们做出了如下判断，黄氏响声丸是被业内人士普遍认可的一类大喉药，它有着显著地疗效，而其他竞争对手在这一方面相对落后，他们要想占领市场一定会加大宣传力度，让自己的品牌首先占据消费者的心，他们在价格上也占有一定的优势，所以他们会从这几个方面着手出击。 当然企业在注重竞争者分析的同时还应在顾客导向和竞争者导向之间取得平衡。如果花太多的时间和精力跟踪竞Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 争者，企业就会偏离以顾客为中心的初衷。因此以顾客为中心的企业才能更好的识别和利用机会，优先占领市场。 6、确定细分市场和选择目标市场 (1)黄氏响声丸的细分市场 地理细分:北方空大城市气干燥，沙尘暴频发，雾霾空气污染较严重，咽喉病人群相比南方较大。 人口因素细分:男性尤其是嗜酒嗜烟的男性患咽喉病的相对于女性较多;爱好唱歌者、营销人员教师、导游、喜欢讲话的人都容易患咽喉病;有特殊生活、饮食饮食习惯的群体:吸烟者，喜食辛辣、烧烤、刺激性食物人群;没有刷牙习惯，不注意口腔卫生者，生活无规律、经常出差熬夜者等;发育变声期的青少年;免疫力差、呼吸道易感染的人群。 利益因素细分:黄氏响声丸适应用于风热外束、痰 热内盛所致的急、慢性喉瘖，症见声音嘶哑、咽喉肿痛、咽干灼热、咽中有痰、或寒热头痛、或便秘尿赤;急、慢性喉炎及声带小结、声带息肉初起见者。它是中药类的咽喉药因此它的不良反应较小，多为丸剂携带也比较方便。 (2)目标市场的选定 集中性目标市场:教师、歌者演员，导游，专业评委这些专业人群 无差异目标人群:咽喉病患者都可以是消费群体 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 二、开发营销战略 1、营销差异化与定位 (1)产品差异化:黄氏响声丸疗效好，针对各种咽喉病都有较好的效果，且副作用小 服务差异化:采取消费者疗效跟踪 的方式、及时了解消费者的治疗反馈、并可根据消费者的消费模式进行销售方式的调整。 渠道差异化:采取零售商店，代理商、医药商品批发公司的方式进行销售以扩大市场。 (2)开发定位战略 将黄氏响声丸定位为“大喉药”概念。所谓‘大’意味着全、完整意味着涵盖一切。所谓“大喉药”意味着黄氏响声丸是适应各种咽喉病症的用药，意味着是治疗各种咽喉症疗效最好的药物，意味着是治疗咽喉病症运用人群最广的药，意味着是适合各种咽喉病症的用药;通过对这一诉求概念、将“黄氏响声丸”定位于大喉药品牌，一定天地宽，分割整个咽喉类药物市场，不再只是少数人适合的产品、而是适用于各类咽喉病痛的，标本兼治的解决之道，在传统策略上我们制定了大喉药的策略方向意在扩大产品的需求面但是单单有这样的指引方向还不够，还要在传播和执行上巧妙传达信息，Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 推动购买，才能让产品的目标人群产生强大的需求。 (3)传播公司的定位 选择实力较好的公式进行宣传，选择传播效应大的媒介，比如电视，网络等。 2、开发新产品 (1)开发新产品的挑战 随着市场需求的增长，居民消费能力的上升，各竞争品牌广告投入的增长对消费者也产生引导作用，咽喉类药品市场容量有所增大，主要竞争品牌针对慢严舒柠而增加了市场竞争的力度和深度，提高产品的宣传力度。有的品牌甚至采用直接或间接地方式攻击黄氏响声丸的广告策略，企图夺取失地，或保持现有的市场份额。另外在黄氏响声丸成功的影响下，新兴品牌也模仿跟进，从产品、渠道、定价包装、命名、广告诉求媒介策略抄袭、模仿、冲击着黄氏响声丸的市场份额，竞争趋势日益白热化，而态势更加复杂。上压下跟。 (2)有效的组织安排，架构设计 开发系列的药品辅助治疗，增强疗效。 (3) 管理新产品的开发过程 首先进行市场测试，评估市场需求，做出适合市场需要的营销策略，设立消费者反馈服务中心，及时了解消费者的需Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 要并做出反应。 3、管理生命周期战略 (1)产品生命周期 当生产达到一定量时，市场需求就会出现饱和状态，或被其他新产品取代，市场份额就会下降。 (2)产品生命周期中的营销战略 在最初的引入阶段一定要做好宣传工作，让消费者对此有选择的意向。在新产品的成长阶段要注意营销策略的选择，营销的策略影响到消费者的最终选择。在成熟阶段则要注重保证现有的市场份额，并开始着手产品的升级化准备为下一步占领市场做准备。在产品的衰退阶段则要分析此产品的成功之处和失败的经验教训。 4、自身定位 黄氏响声丸是根据著名喉科老中医黄莘农主任医师奉献的九代祖传秘方研制而成，故取名“黄氏响声丸”——“方出世家，经典传承，现代医学，治嗓灵验”。1995年，黄氏响声丸被列入国家中药保护品种，并进入国家基本医疗保险药品目录甲类品种;2000年列入《中华人民共和国药典》，2009年唯一一个进入《基本药物目录》咽喉类用药中药。 黄氏响声丸作为咽喉类药物的领先者，老品牌要突破面Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 临瓶颈，要深入分析其面临的问题。虽然已经有10年多的销售历史，可是黄氏响声丸销售业绩始终处于不温不火之中，一直没有突破过亿，且在03年下滑到3000万。黄氏响声丸的背后，是刚刚转制的老牌制药企业无锡山禾药业，急切需要将黄氏这个品牌做大做强，从而带动整个山禾品牌，使老企业重振雄风。2004年4月，被企业寄予厚望的灵诺全面介入。经过初次沟通，我们了解到，因为这几年缺乏传播刺激，老消费者对黄氏响声丸逐步淡忘，而新消费者又没有加入，造成销售量逐年下滑。透过现象看本质，灵诺认为绝非表面上看起来那么简单。 数据显示:呼吸系统用药占世界药品销售的8%，占中国药品销售的3%，达到88.12亿元。如果仅仅是缺乏传播刺激那么简单，那么在前几年有传播刺激的情况下，销售量为什么也没有大的突破,没有调查就没有发言权，在没和企业打招呼的情况下，灵诺小组的成员首先做的是深入市场，面对面地和消费者、销售人员进行一对一的深入沟通，一切都是为了挖掘产品所面临的最深层次的问题。我们走进火车站附近的一家药店，正巧碰见一位消费者购买咽喉药，店员询问了消费者有哪些症状，随即推荐了一个竞争品牌，我们建议消费者使用黄氏响声丸，店员却进行了有效的拦截:黄氏响声丸只是针对嗓音嘶哑的产品，咽喉疾病比较严重才吃的产品～最终那位消费者放弃了黄氏响声丸。这不是偶然偶遇的Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 个案，同样在与消费者的聊天过程中，我们也发现，凡是知道产品的消费者，都认为黄氏响声丸是非常专业的咽喉类用药，除非症状非常严重，否则没必要吃。因为非常专业，所以没有必要选择这么好的产品,消费者和销售人员竟然对产品存在着这么大的误会～这是我们市场调查下来感到最为突出的一个问题，也是让我们感到最为困惑的一个现象。由此可见黄氏响声丸面临的问题是新消费者不认识产品，老客户遗忘产品。 5、设计和管理全球营销战略 (1)关于进入国际市场的决策 当今世界是一个开放的世界，是相互影响的世界、新科技革命的国际政治经济环境带来了很多新变化。为了开拓更广阔的市场，发挥竞争优势，获得更广泛的资源，获取更大的利润，黄氏响声丸进入国际市场无疑是一个不错的选择。 (2)关于进入哪些市场的决策。 要进入国际市场就要进行国际市场的细分和国际目标市场的选择。 (3)关于如何进入市场的决策 在黄氏响声丸进国际市场初期采取间接出口的方式。因为这样的方式进入市场快，费用节省，即无需承担出口贸易资Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 金上的负担，又不需要亲自去海外做市场调研，建立专门的销售网点以及配备专门的人员，风险也比较小，不必承担外汇风险以及各种信贷风险，同时直接出口的方式灵活性比较大，长短期业务均可管理。在黄氏响声丸获取一定的国际市场份额之后可以采取其他的出口方式，比如国外生产的方式，可以减少在运输方面，关税，贸易配额限制等方面的成本。 (4)关于营销方案的决策 “4P” 产品(product) :疗效好，安全。 渠道(place): 适应市场、消费者的反应模式 价格(price):消费者能够接受，适应经济发展水平。 促销(promotion):因时制宜、因地制宜，因人而异。 三、营销方案 1、管理产品线、品牌和包装 (1)产品线决策 黄氏响声丸的产品线不易过长，要适合当前市场的需求，并要不断的创新产品线。 (2)品牌决策 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 产品的Logo设计可以向社会征募，不仅可以寻找到更贴切的商标，同时在产品进入市场前就深入人心了，为以后的销售奠定了基础。 (3)包装和标签决策 药品的包装要符合国家药品生产管理规范，无毒，无害，不影响药品的性能。 药品标签清楚，能够说明黄氏响声丸的功能主治，不良反应，注意事项，以及基本药物组成，能够让消费者了解药物的基本信息并做出判断。 2、设计定价策略和方案 (1)制定价格 黄氏响声丸属于中成药，成本相对于其他咽喉含片要高的多，因此在定价上一定高于这一类产品。同时要考虑消费人群的消费水平，不能随意定价。 (2)修订价格 在价格上考虑地理因素对价格的制约，根据不同地区的经济发展水平及居民的收入水平来定价形成地理定价。 在特殊的节日制定合理的折扣价和促销价以回馈感恩新老客户。 对于组合产品可以选择组合定价，充分发挥产品的连带效Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 应，定期举行套餐优惠活动。 3、选择和管理营销渠道 (1)渠道设计决策 由于药品的特殊性，它的销售还依赖于实体销售，因此在销售渠道上黄氏响声丸还是选择面对面的销售方式。 (2)渠道管理决策 在黄氏响声丸的实体销售上有很多具体的方式比如批发，代理、零售等方式。销售渠道的管理要因时制宜，因地制宜。 (3)渠道动态 随时掌握销售渠道的动向，并及时作出判断和处理。 (4)渠道的合作，冲突和竞争 在渠道销售的过程中，必要时要和其他的渠道进行合作以争取更多的消费者。在合作时如发生冲突应及时处理，尽量维护共同利益。如处理的不及时就会影响整体利益。 5、管理广告、销售促进和公共关系 在公关促销活动的策略上、积极参与各体育、文艺及大型活动，广告始终贯穿整个活动，与主媒体广告相互呼应，达到少投入、高回报的效果。主要采用了公关活动、实效促Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 销、事件营销、公益活动等多重方式配合进行产品市场推广及品牌塑造。 1、公关活动: 通过主办或冠名各种大型文化、体育活动，在各种场合赠送样品，纪念品、发宣传材料，统一服装，形成统一宣传与试用高潮，许多参加者都争先恐后求赠样品，如支持全国甲A足球及CBA篮球联赛、赞助南宁国际民歌艺术节及金鸡百花电影节等全国性大型活动，均在社会上取得了非常大的反响。 2、公益活动: 通过支持公益事业提高企业形象及亲和力，如创办金嗓子足球学校，在柳州市捐资百万元在繁华路口建人行天桥，资助希望小学、教师节赠送教师亿元保险等。 3、 实效促销: 针对不同地方风土人情及地域差异性。在各地组织有地方特色的实效促销活动: 1)在四川、北京、辽宁等地，利用狂热的球市与球迷开展活动，组织金嗓子球迷乐队球迷协会，赠送样品给球迷，加上整体广告攻势，迅速扩大影响。 2)在广西等地，利用本地产品的亲和力及良好的社会关系，开展新闻大赛及各种公关新闻活动，支持南宁国际民歌艺术节，赞助广西体育健儿参加全运会等公关活动。 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 3)在全国各地开展教师节送礼活动、每年在各地开展"夏日送清凉"促销活动、义务公益活动等实效促销及整体广告宣传活动。 4)各地办事处均根据当地情况创新促销活动，及时应变，打击假冒产品，维护企业利益。 总之，持续不断的、高效而有良好形象的广告传播运动为产品形象及销售量提升起到主要作用。找出本质问题制定正确策略不容易，做表现执行更非易事。表现执行一词说起来容易，做起来难，我们看到过很多专业的书籍论及执行，灌输我们如何执行，如何进行有效地执行，而我们这里只要提及一点，一个有效的执行，是需要在大策略引导下的执行，策略是执行的束缚，但更是执行的方向，只有在策略引导下，才能发出、发对、发大传播声音。 平面广告一直是药品广告的销售利器，一则有效的药品平面广告，考验的是创造力、说服力、销售力的三力合一，且必须在标题、文字及设计风格上进行人性化的深度研究和创造突破，而黄氏响声丸的平面，就是以软文加硬广形式表现。平面的硬广告部分直接在文字部分阐述产品机理、广告语等内容，通过症状、人群、病情、内外四种细分方式，以大喉药策略为方向，分别炮制了《10种咽喉病症 1种解决方案》、《6种咽喉病人 1种解决方案》、《内外2重咽喉病症 1种解决方案》、《轻重缓急4种咽喉病症 1种解决方案》4Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 篇一系列平面。在画面表现上加入脸谱等传统元素，凸显传统、经典形象，彰显品牌感。为了进一步消除消费者对黄氏响声丸的误解，在软文部分中展开了深入细致的说服。《不光嗓音嘶哑才需要》、《不光演员才需要》、《小毛病、大麻烦》等，分别配合4篇硬平面，这几篇并非纯粹的软文的表现，具备很强的说服力和销售力。 奥格威说，做广告就是带着镣铐跳舞，那么做药品广告创意，就是在戴着双重镣铐蹦的，可谓难上加难，这一点尤其体现在电视广告表现上。 电视广告的创意执行目的很明确，一是要符合大喉药策略，拉动最广泛的消费需求，二是在众多药品广告中能够脱颖而出，能够强烈记忆，三是表现出产品的传统感、历史感、经典感，经过品牌小组三天二夜的苦苦拼搏，在否定了N稿的基础上，一则符合三大原则《变脸篇》创意终于被“逼”了出来。这则电视广告以川剧变脸形式为基础，考虑到川剧的受众面狭窄，我们移植了京剧的表演形式，通过两者的合理结合，以变脸的方式表现症状前后的对比，即体现了品牌的经典感、历史感，又以实效为基础，拉动了需求消费，且记忆点深刻。 灵诺从来就认为，广告的目的就是销售，而要做出实效的广告，制定正确的策略，表现执行从策略出发是不二的原则，这也是为什么凡是有客户要求做表现，而灵诺始终坚持Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit 要求首先做出或者诊断策略的关键原因，也是一个品牌发出、发对、发大传播声音的关键。 3、管理销售队伍 (1)销售队伍的设计 首先要组织销售队伍，根据不同的地区和销售人员的性格来进行队伍设计。然后进行因人而异的专业培训、实行动态联合的方式，形成‘外散内联’的销售团队。其次要建立合理的奖励机制以调动员工的积极性，从而起到增加销售额和扩大市场的目的。 (2)销售队伍的管理 挑选优秀的销售代表带领大家，并进行专业的销售代表培训，以提高销售质量。对于销售代表也应建立相应的管理制度，定期进行考核评价。 四、管理销售 销售部门对销售的组织队伍、销售活动应及时的了解其动态，并做出下一步的销售决策。同时也应保持与其他部门的联系，防止在关键时刻孤立无援。 在营销执行的过程中应实行监控，确保销售活动的有效性。 Chapter I General provisions article I obligation to clear credit pre-loan investigation requirements, improve the quality of pre-loan investigation, prevent credit risks, according to the CBRC commercial bank credit due diligence guidelines, commercial bank credit small business due diligence guidelines (trial) and other regulatory requirements and the actual situation of the Bank, these measures are formulated. Second person mentioned in these measures refers to in accordance with the rules of credit investigations, surveys and analysis of the credit business people. Article credit mentioned in these measures refers to table provided to customers both inside and outside of the Bank's credit business, including foreign currency loans, trade finance, bank acceptances, commercial bill discounting, guarantees, factoring, credit, loan commitment, guarantee and other credit operations, excluding client credit business. Prior to the chengdai investigation into the fourth article this refers to credit before the review, investigators by obtaining, verification, analysis and security aspects of the situation, evaluation and reveals the possible credit risks and to propose preventive measures. Article fifth due diligence in these measures refers to the person in the pre-loan investigation procedures fulfilling the most basic due diligence requirements. Article sixth of themselves, pre-loan investigators relatives or other interested person to apply for the credit business, one should apply for the withdrawal. Chapter II due diligence due diligence work is the basic requirement of the seventh article: follow the principles of true, complete, valid, and diligence due diligence in carrying out investigation duties. Investigators should be based on the characteristics of different varieties of credit business, credit