marketing case ---product 市场营销案例分析———产品部分.docVIP

Product Product is one of the 4Ps in the marketing mix. A proper design of product not only helps differentiate the product from other competitors, but also offers superior values to customers 1. This chapter suggests a proper product design and branding strategy to Surity. Firstly, the product objective, features, and product class are proposed. Secondly, a proper branding strategy and different brand elements will be discussed. Finally, branding and product strategies in different life cycle will be suggested. Objectives of product design and branding strategies The objectives of product design and branding strategies have to be set in order to maximize the product value of Suritys TCM software in the market. The followings are objectives for Suritys TCM software. The product design and strategies should meet customers requirements based on the current research findings. The product design and strategies should meet the competence of Surity. The product design and strategies should create a superior value for Suritys software in the market. The product design and strategies should be able to cope with the market change in the future. Product Features The current research findings suggest usefulness as the most important feature for TCM software. Therefore, the TCM software should be flexible enough to help TCM practitioners make diagnosis. TCM software should also be reliable enough, thus TCM practitioners are not worried about losing data and duplicate the manual tasks. It should also be able to process invoices, keep medicine and patients records similar to other TCM software. Thus, the features of TCM software can be listed as below: Setting up e-documentation to enables information keep recording effectively and permanently Managing and control information conveniently. Easily use and manipulation. Constant updating of healthcare information Faster access to information regardless when and where parishioners’ needed. Electronic proce