4zhvml8 发表于 2024-8-31 22:08:36

飞利浦的营销策略和营销组合


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">~~~雅各布专栏——专注行业<span style="color: black;">第1</span>品牌<span style="color: black;">商场</span>模式<span style="color: black;">科研</span>~~~</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">源自</span>：TheBrandHopper</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XowZ8eTo6mLxoHCzcj82XhyC8W7s4aCcsricq4zBtD89D0X1QA5EQYr1w/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p><span style="color: black;">飞利浦<span style="color: black;">机构</span>（Koninklijke Philips N.V.），俗<span style="color: black;">叫作</span> "飞利浦"，是一家荷兰<span style="color: black;">跨境</span>企业集团，1891 年成立于埃因霍温，虽然其总部于 1997 年迁至阿姆斯特丹，但荷比卢总部仍留在埃因霍温。飞利浦曾是电子行业的<span style="color: black;">重点</span>企业，如今已将业务重心转向医疗技术，并从其他业务<span style="color: black;">行业</span>剥离。</span><span style="color: black;">飞利浦<span style="color: black;">机构</span>由杰拉德-飞利浦和他的父亲弗雷德里克于 1891 年创立，最初专门生产灯泡，<span style="color: black;">机构</span>业务遍布<span style="color: black;">全世界</span>，在 100 个国家<span style="color: black;">持有</span>约 8 万名员工。1998 年，飞利浦<span style="color: black;">得到</span>了皇家荣誉<span style="color: black;">叫作</span>号，<span style="color: black;">因此呢</span>被命名为 "Koninklijke"。2013 年，飞利浦取消了名<span style="color: black;">叫作</span>中的 "Electronics"，以反映其从消费电子<span style="color: black;">制品</span>向医疗保健技术的转变。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XolBflAb87jW3QcmRkNlnoRs8xIPSlwLzvvZmctV8tI6eoEwDeRnsv9Q/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">杰拉德和弗雷德里克-飞利浦</span><span style="color: black;">飞利浦<span style="color: black;">经过</span>三个<span style="color: black;">重点</span><span style="color: black;">分部</span>开展业务：</span><span style="color: black;">个人健康事业部（前身为飞利浦消费电子事业部和飞利浦家用电器及个人护理事业部）、互联护理事业部以及诊断与治疗事业部（前身为飞利浦医疗系统事业部），</span><span style="color: black;">照明<span style="color: black;">分部</span><span style="color: black;">作为</span>一家独立<span style="color: black;">机构</span> Signify N.V.。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XodVCyicxCK5XArdTpxOqaRbdKDPuXoOdD8BDhibvvNdu8Uql4RsIFJKpA/640?wx_fmt=webp&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">飞利浦事业部</span><span style="color: black;"><span style="color: black;">数年</span>来，飞利浦为各行各业做出了<span style="color: black;">明显</span>贡献。1939 年，<span style="color: black;">她们</span>推出了 Philishave 和 Norelco 品牌的电动剃须刀。二战后，飞利浦在<span style="color: black;">研发</span>盒式磁带方面发挥了关键<span style="color: black;">功效</span>，并与索尼合作<span style="color: black;">研发</span>了光盘格式。</span><span style="color: black;">飞利浦在阿姆斯特丹泛欧证券交易所上市，是欧洲斯托克 50 股票市场指数的一部分。<span style="color: black;">另外</span>，它还在纽约证券交易所做二级上市。飞利浦还<span style="color: black;">经过</span>收购进行扩张，其中<span style="color: black;">包含</span> Signetics 和 Magnavox。<span style="color: black;">另一</span>，<span style="color: black;">机构</span>还与体育有着不解之缘，于 1913 年成立了多学科体育俱乐部 PSV Eindhoven。</span><span style="color: black;"><strong style="color: blue;">目录</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">飞利浦的营销策略</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1. 产品创新</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 2. 数字营销</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 3. 品牌识别</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 4. 医疗合作</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 5. 客户关系管理（CRM）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 6. <span style="color: black;">全世界</span>扩张与本地化</span></p><span style="color: black;">&nbsp; &nbsp; 7. 合作伙伴与联盟</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">飞利浦的营销组合</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 1. <span style="color: black;">制品</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 2. 价格</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp; &nbsp; 3. 地点（分销）</span></p><span style="color: black;">&nbsp; &nbsp; 4. 促销</span><strong style="color: blue;"><span style="color: black;">飞利浦的营销策略</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">数年</span>来，飞利浦电子<span style="color: black;">机构</span>采用的营销策略<span style="color: black;">持续</span>演变，以适应<span style="color: black;">持续</span>变化的消费者<span style="color: black;">需要</span>和市场动态。下面将<span style="color: black;">仔细</span>介绍飞利浦采用的<span style="color: black;">有些</span><span style="color: black;">重点</span>营销策略：</span></p><span style="color: black;"><strong style="color: blue;">1. <span style="color: black;">制品</span>创新</strong></span><span style="color: black;">飞利浦专门生产医疗保健、照明和生活消费品。<span style="color: black;">她们</span>在市场上实现增长和差异化的<span style="color: black;">重点</span>战略之一<span style="color: black;">便是</span><span style="color: black;">制品</span>创新。飞利浦在<span style="color: black;">开发</span>方面投入巨资，以创造满足消费者<span style="color: black;">持续</span>变化的<span style="color: black;">需要</span>的新<span style="color: black;">制品</span>和改良<span style="color: black;">制品</span>。</span><span style="color: black;">例如，<strong style="color: blue;">在医疗保健<span style="color: black;">行业</span>，飞利浦<span style="color: black;">研发</span>了核磁共振<span style="color: black;">影像</span>仪和 CT 扫描仪等先进的医疗设备，可提供更准确的诊断并改善<span style="color: black;">病人</span>的治疗效果。</strong>这些创新<span style="color: black;">帮忙</span><span style="color: black;">她们</span>确立了在医疗保健行业的领先地位，并吸引了<span style="color: black;">注重</span>尖端技术的客户。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XoOyiaXUS1lmoocJL9Sx547jX0rIgXKCPac3NHQMmuOmgjlPX4XIRFVtw/640?wx_fmt=webp&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">飞利浦核磁共振<span style="color: black;">影像</span>仪</span><span style="color: black;"><strong style="color: blue;">在照明<span style="color: black;">行业</span>，飞利浦推出了高能效 LED 灯泡和可<span style="color: black;">运用</span>移动设备远程<span style="color: black;">掌控</span>的智能家居照明系统，</strong>这使<span style="color: black;">她们</span>能够满足消费者对可<span style="color: black;">连续</span>性和便利性日益增长的<span style="color: black;">需要</span>。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之，<span style="color: black;">制品</span>创新使飞利浦能够从竞争对手中脱颖而出，为客户问题<span style="color: black;">供给</span>独特的<span style="color: black;">处理</span><span style="color: black;">方法</span>。<span style="color: black;">经过</span><span style="color: black;">持续</span><span style="color: black;">研发</span>新的、更好的<span style="color: black;">制品</span>，飞利浦能够保持强大的品牌形象，并在客户中<span style="color: black;">创立</span>忠诚度。</span></p><span style="color: black;"><strong style="color: blue;">2. 数字营销</strong></span><span style="color: black;"><span style="color: black;">做为</span>一家<span style="color: black;">全世界</span>技术<span style="color: black;">机构</span>，飞利浦已将数字营销<span style="color: black;">做为</span>其整体营销战略的核心部分。</span><span style="color: black;"><strong style="color: blue;">飞利浦<span style="color: black;">运用</span>数字营销的方式之一<span style="color: black;">便是</span>内容营销。</strong><span style="color: black;">她们</span>制作高质量的博文、视频、信息图表和其他类型的内容，展示<span style="color: black;">她们</span>在医疗保健、照明和消费电子等<span style="color: black;">行业</span>的专业知识和思想领导力，这些内容在社交<span style="color: black;">媒介</span>平台和网站上共享，有助于<span style="color: black;">加强</span>流量和产生<span style="color: black;">营销</span>线索。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XokAjt8ib82nLRzWfggib1lAtIibwCwRfjlyjRbNBU0Hiak43YoftjZ9jD4g/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">另外</span>，<strong style="color: blue;">飞利浦还利用搜索引擎和社交<span style="color: black;">媒介</span>平台上的付费<span style="color: black;">宣传</span>，</strong><span style="color: black;">按照</span>人口和<span style="color: black;">行径</span>数据锁定特定受众。例如，<span style="color: black;">她们</span>可能会向对<span style="color: black;">关联</span>主题感兴趣或搜索过类似<span style="color: black;">制品</span>的个人投放<span style="color: black;">宣传</span>，宣传其最新的医疗保健设备。</span><span style="color: black;">最后，<strong style="color: blue;">飞利浦利用电子邮件营销</strong>来培养与现有客户和潜在客户的关系。<span style="color: black;">她们</span><span style="color: black;">定时</span>发送<span style="color: black;">资讯</span>简报和个性化电子邮件，<span style="color: black;">供给</span><span style="color: black;">相关</span>其<span style="color: black;">制品</span>和服务的有价值的信息和更新。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XoSG914J1vAAPk8lpxVmibH1iaQ9Iu0Zaj9azrw7VbPLdEXZZ0iawj7SiaIw/640?wx_fmt=webp&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">飞利浦电子邮件营销</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总体而言，数字营销为飞利浦<span style="color: black;">供给</span>了一套强大的工具，用于与客户<span style="color: black;">创立</span>联系、<span style="color: black;">加强</span>品牌知名度和促进<span style="color: black;">营销</span>。<span style="color: black;">经过</span>将创意内容、搜索引擎优化、付费<span style="color: black;">宣传</span>和电子邮件营销相结合，<span style="color: black;">她们</span>能够以有<span style="color: black;">道理</span>的方式接触受众并与之互动。</span></p><span style="color: black;"><strong style="color: blue;">3. 品牌识别</strong></span><span style="color: black;">飞利浦品牌识别的核心是其 USP--"与您息息<span style="color: black;">关联</span>的创新"。这句话强调了<span style="color: black;">机构</span>致力于<span style="color: black;">供给</span>有<span style="color: black;">道理</span>的创新，对人们的生活产生积极影响，它使飞利浦有别于<span style="color: black;">哪些</span>将新颖性置于实用性或功能性之上的竞争对手。</span><span style="color: black;"><strong style="color: blue;">定位：</strong><span style="color: black;">飞利浦将自己</span><span style="color: black;">定位为<span style="color: black;">供给</span>卓越品质、尖端功能和<span style="color: black;">靠谱</span>性能的高端品牌，其标语 "创新与您 "进一步强调了飞利浦对<span style="color: black;">经过</span>先进技术改善人们福祉的<span style="color: black;">注重</span>。</span></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/yuPhvo1kJK4hXOFN5U0WDXicTG4s1V1XoiaZXwEFsSyqUYGxEQ5VsR80VDpP8Miakge4aeVCiaPaMXa5NZFEa6dfRA/640?wx_fmt=webp&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">飞利浦“创新与您”</span><strong style="color: blue;"><span style="color: black;">视觉识别：</span></strong><span style="color: black;">飞利浦在所有传播<span style="color: black;">途径</span>中都采用了统一的视觉形象，以标志性的 Sonicare 蓝白相间徽标为<span style="color: black;">特殊</span>，该徽标<span style="color: black;">表率</span>着精确、简洁和现代感，<span style="color: black;">同期</span><span style="color: black;">亦</span>唤起人们对信任和专业知识的感受。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">一致性：</strong><span style="color: black;">飞利浦在其品牌信息、<span style="color: black;">宣传</span>宣传、<span style="color: black;">制品</span>设计和零售环境中始终保持一致性，这种一致性有助于<span style="color: black;">创立</span>可识别的品牌形象，<span style="color: black;">加强</span>消费者对<span style="color: black;">机构</span><span style="color: black;">制品</span>的<span style="color: black;">自信心</span>。</span></span></p><span style="color: black;"><strong style="color: blue;">4. 医疗保健合作伙伴</strong></span><span style="color: black;">飞利浦在营销工作中寻求了若干战略合作伙伴关系，以扩大其在医疗保健行业的影响力，<span style="color: black;">加强</span>其<span style="color: black;">制品</span>供应。</span><span style="color: black;"><strong style="color: blue;">飞利浦与荷兰拉德布德大学医疗中心的合作</strong><span style="color: black;">便是</span>成功合作的一个例子。<span style="color: black;">她们</span><span style="color: black;">一起</span>创建了<span style="color: black;">第1</span>间全数字化病房，整合了病人护理的各个方面，<span style="color: black;">包含</span>监控、通信、娱乐和舒适度。这个项目不仅展示了飞利浦的创新承诺，<span style="color: black;">亦</span>为新技术和工作流程<span style="color: black;">供给</span>了一个真实的<span style="color: black;">实验</span>场。</span><span style="color: black;">飞利浦的<strong style="color: blue;">另一个著名合作项目是与美国医疗设备制造商美敦力<span style="color: black;">机构</span>的合资企业。</strong><span style="color: black;">经过</span>这一联盟，两家<span style="color: black;">机构</span>将各自在<span style="color: black;">影像</span>和治疗方面的<span style="color: black;">优良</span>结合起来，<span style="color: black;">一起</span><span style="color: black;">研发</span>心血管<span style="color: black;">疾患</span>管理的新型<span style="color: black;">处理</span><span style="color: black;">方法</span>。这种合作使两家<span style="color: black;">机构</span>能够利用对方的资源和专业知识，<span style="color: black;">同期</span>创造新的增长机会。</span><span style="color: black;"><span style="color: black;">另外</span>，飞利浦还与世界各地的医院、诊所和医疗服务<span style="color: black;">供给</span>商<span style="color: black;">创立</span>了众多合作伙伴关系，这些协议<span style="color: black;">一般</span><span style="color: black;">触及</span>飞利浦医疗设备和软件<span style="color: black;">处理</span><span style="color: black;">方法</span>的<span style="color: black;">安排</span>，以及培训和支持服务。<span style="color: black;">经过</span>与最终用户密切合作，飞利浦对<span style="color: black;">她们</span>的<span style="color: black;">需要</span>和偏好有了宝贵的<span style="color: black;">认识</span>，从而<span style="color: black;">能够</span>改进<span style="color: black;">制品</span>并相应地<span style="color: black;">调节</span>营销信息。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之，医疗保健合作伙伴关系在飞利浦的营销战略中发挥着至关重要的<span style="color: black;">功效</span>，使<span style="color: black;">机构</span>能够进入新市场，加快创新，并与利益<span style="color: black;">关联</span>者<span style="color: black;">创立</span>信任。<span style="color: black;">经过</span>与领先<span style="color: black;">公司</span>和从业人员结成互利联盟，飞利浦展示了其对改善医疗成果和推动国家发展的承诺。</span></p><span style="color: black;"><strong style="color: blue;">5. 客户关系管理 (CRM)</strong></span><span style="color: black;">在飞利浦，客户关系管理在与客户<span style="color: black;">创立</span><span style="color: black;">长时间</span>关系和<span style="color: black;">保证</span>客户满意度方面发挥着至关重要的<span style="color: black;">功效</span>。</span><span style="color: black;">飞利浦利用数据分析、细分和个性化等<span style="color: black;">各样</span>客户关系管理技术来<span style="color: black;">认识</span>和满足<span style="color: black;">区别</span>客户的<span style="color: black;">需要</span>。<span style="color: black;">机构</span>从多个<span style="color: black;">源自</span>收集数据，<span style="color: black;">包含</span><span style="color: black;">营销</span>点交易、客户服务互动和在线活动，以创建<span style="color: black;">仔细</span>的客户档案。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">经过</span>对这些数据进行分析，飞利浦<span style="color: black;">能够</span>找出有助于做出营销决策的模式和趋势。</span></strong><span style="color: black;">例如，<span style="color: black;">倘若</span><span style="color: black;">机构</span><span style="color: black;">发掘</span>某个特定的客户群体经常<span style="color: black;">一块</span>购买某些<span style="color: black;">制品</span>，就<span style="color: black;">能够</span>将这些<span style="color: black;">制品</span><span style="color: black;">绑缚</span>在<span style="color: black;">一块</span>进行<span style="color: black;">尤其</span>促销，或<span style="color: black;">按照</span>个人偏好创建定制<span style="color: black;">绑缚</span><span style="color: black;">制品</span>。</span><span style="color: black;"><strong style="color: blue;">细分是飞利浦客户关系管理(CRM)<span style="color: black;">办法</span>的另一个关键<span style="color: black;">构成</span>部分。</strong>该<span style="color: black;">机构</span><span style="color: black;">按照</span>年龄、地点、购买历史和兴趣等<span style="color: black;">原因</span>将客户群划分为<span style="color: black;">区别</span>的群体。<span style="color: black;">经过</span><span style="color: black;">认识</span>这些差异，飞利浦<span style="color: black;">能够</span>定制其信息和<span style="color: black;">制品</span>，从而更有效地与<span style="color: black;">区别</span>的受众群体产生共鸣。</span><span style="color: black;"><strong style="color: blue;">个性化是飞利浦客户关系管理(CRM)战略的另一个基本要素。</strong>该<span style="color: black;">机构</span>利用自动化流程和人工智能算法，向个人客户<span style="color: black;">供给</span>极具针对性的沟通和<span style="color: black;">意见</span>。例如，<span style="color: black;">倘若</span>有人<span style="color: black;">拜访</span>飞利浦网站并浏览了某一特定类别的<span style="color: black;">制品</span>，<span style="color: black;">那样</span>当<span style="color: black;">她们</span>稍后再次<span style="color: black;">拜访</span>时，网站可能会<span style="color: black;">表示</span>个性化<span style="color: black;">意见</span>或促销活动。</span><span style="color: black;">为<span style="color: black;">保证</span>客户关系管理在各<span style="color: black;">分部</span>和接触点之间的无缝整合，飞利浦采用了CRM的集中式平台。该系统使团队能够实时共享数据、跟踪客户互动并协调活动。它还有助于跨职能、<span style="color: black;">有效</span>地执行营销计划。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总之，客户关系管理（CRM）是飞利浦营销战略的一个重要方面，<span style="color: black;">经过</span>利用数据分析、细分、个性化和 Salesforce 等技术平台，<span style="color: black;">机构</span>与其客户<span style="color: black;">创立</span>了有<span style="color: black;">道理</span>的联系，并<span style="color: black;">经过</span><span style="color: black;">关联</span>和<span style="color: black;">即时</span>的沟通培养了客户的忠诚度。</span></p><span style="color: black;"><strong style="color: blue;">6. <span style="color: black;">全世界</span>扩张和本地化</strong></span><span style="color: black;"><span style="color: black;">做为</span>一家在 100 多个国家运营的<span style="color: black;">跨境</span><span style="color: black;">机构</span>，飞利浦将<span style="color: black;">全世界</span>扩张<span style="color: black;">做为</span>一项核心营销战略。</span><span style="color: black;"><span style="color: black;">机构</span>认识到，<span style="color: black;">每一个</span>国家都有独特的文化规范、消费者<span style="color: black;">行径</span>和监管环境。为了适应这些差异，飞利浦采用了本地化<span style="color: black;">办法</span>，即<span style="color: black;">按照</span>特定地区的<span style="color: black;">详细</span><span style="color: black;">状况</span>，<span style="color: black;">调节</span><span style="color: black;">制品</span>、品牌和营销活动。</span><span style="color: black;"><strong style="color: blue;">例如，在中国，飞利浦与当地电子商务巨头阿里巴巴合作，<span style="color: black;">经过</span>广受欢迎的淘宝购物平台直接向消费者<span style="color: black;">营销</span><span style="color: black;">制品</span>。</strong>在印度，飞利浦<span style="color: black;">研发</span>了专为农村地区设计的低成本、高质量的医疗设备，<span style="color: black;">由于</span>农村地区很难<span style="color: black;">得到</span>高质量的医疗服务。</span><span style="color: black;"><span style="color: black;">一样</span>，在非洲，<strong style="color: blue;">飞利浦推出了 "移动诊断服务"，</strong>这是一种便携式超声波<span style="color: black;">处理</span><span style="color: black;">方法</span>，可将产前护理带到交通<span style="color: black;">不方便</span>的偏远社区。这些因地制宜的<span style="color: black;">处理</span><span style="color: black;">方法</span><span style="color: black;">显示</span>，飞利浦致力于满足<span style="color: black;">全世界</span>客户的<span style="color: black;">区别</span><span style="color: black;">需要</span>。</span><span style="color: black;">除了<span style="color: black;">制品</span><span style="color: black;">研发</span>，飞利浦还<span style="color: black;">注重</span>本地语言内容的创建和翻译，以满足<span style="color: black;">目的</span>地区的语言多样性<span style="color: black;">需要</span>。飞利浦的网站、社交<span style="color: black;">媒介</span>账户、<span style="color: black;">宣传</span>和包装<span style="color: black;">一般</span><span style="color: black;">运用</span>多种语言，以适应潜在买家<span style="color: black;">区别</span>的文化水平和理解能力。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另外</span>，飞利浦还开展跨文化<span style="color: black;">科研</span>，以更好地<span style="color: black;">认识</span><span style="color: black;">区别</span>地区消费者的<span style="color: black;">行径</span>和价值观，这有助于<span style="color: black;">机构</span>避免因文化不<span style="color: black;">敏锐</span>或无知而<span style="color: black;">引起</span>的失误，从而将<span style="color: black;">全世界</span>扩张带来的声誉<span style="color: black;">危害</span>降至最低。</span></p><span style="color: black;"><strong style="color: blue;">7. 合作伙伴与联盟</strong></span><span style="color: black;">合作伙伴和联盟在飞利浦的营销战略中发挥着重要<span style="color: black;">功效</span>。以下是该<span style="color: black;">机构</span><span style="color: black;">怎样</span>利用伙伴关系和合作关系来<span style="color: black;">加强</span>市场占有率和竞争<span style="color: black;">优良</span>的<span style="color: black;">有些</span>细节：</span><span style="color: black;"><strong style="color: blue;">与互补企业合作：</strong></span><span style="color: black;">飞利浦最<span style="color: black;">平常</span>的合作方式之一是与互补型企业合作，这些企业<span style="color: black;">供给</span>的<span style="color: black;">制品</span>或服务与飞利浦的<span style="color: black;">制品</span>或服务非常吻合，这些战略联盟使双方能够扩大各自的客户群，<span style="color: black;">同期</span>共享资源和专业知识。</span><span style="color: black;"><strong style="color: blue;">例如，飞利浦与美国远程医疗<span style="color: black;">供给</span>商 Teladoc 合作，为远程寻求医疗建议的<span style="color: black;">病人</span><span style="color: black;">研发</span>虚拟咨询工具。</strong><span style="color: black;">一样</span>，飞利浦与亚马逊联手，将 Alexa 语音<span style="color: black;">掌控</span>功能集成到部分家电<span style="color: black;">制品</span>中，<span style="color: black;">运用</span>户能够免提管理智能家居。</span><span style="color: black;"><strong style="color: blue;">合资和收购</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">飞利浦采用的另一种合作方式是合资和收购。</span></strong><span style="color: black;"><span style="color: black;">经过</span>并购，<span style="color: black;">机构</span><span style="color: black;">能够</span><span style="color: black;">得到</span>新的技术、人才和分销<span style="color: black;">途径</span>，而这些本需要更长的时间来有机<span style="color: black;">研发</span>。合资企业使飞利浦能够与其他<span style="color: black;">机构</span>整合资源，<span style="color: black;">一起</span>开拓新兴市场或创新<span style="color: black;">制品</span>类别。</span></span><span style="color: black;"><strong style="color: blue;">飞利浦成功收购 Volcano <span style="color: black;">机构</span></strong><span style="color: black;">便是</span>一个<span style="color: black;">明显</span>的例子，该<span style="color: black;">机构</span>专门生产用于心血管<span style="color: black;">疾患</span>诊断的血管内<span style="color: black;">影像</span>系统。此举巩固了飞利浦在<span style="color: black;">持续</span>发展的图像引导治疗<span style="color: black;">行业</span>的地位，并扩大了其为<span style="color: black;">全世界</span>医院<span style="color: black;">供给</span>的介入设备。</span><span style="color: black;"><strong style="color: blue;">战略许可协议：</strong></span><span style="color: black;">许可协议是飞利浦追求的另一种合作伙伴关系。<span style="color: black;">按照</span>这些安排，公司<span style="color: black;">准许</span>第三方<span style="color: black;">公司</span><span style="color: black;">运用</span>其知识产权、专利、商标或版权，以换取特许权<span style="color: black;">运用</span>费或其他<span style="color: black;">花费</span>。</span><span style="color: black;"><strong style="color: blue;">例如，飞利浦与 GoPro <span style="color: black;">签定</span>了一项许可协议，将其数字<span style="color: black;">影像</span>技术应用到动作相机和视频编辑软件中。</strong>这种合作使两家<span style="color: black;">机构</span>能够利用彼此的<span style="color: black;">优良</span>，为户外运动<span style="color: black;">兴趣</span>者和内容创作者创造更具吸引力的用户体验。</span><span style="color: black;"><strong style="color: blue;">医疗保健生态系统<span style="color: black;">研发</span>：</strong></span><span style="color: black;">飞利浦积极参与<span style="color: black;">创立</span>更广泛的行业网络和联盟，以推动创新并改善<span style="color: black;">病人</span>的治疗效果。<span style="color: black;">机构</span>与医疗保健<span style="color: black;">供给</span>商、支付方、政策制定者及其他利益<span style="color: black;">关联</span>方密切合作，设计出能够简化工作流程、降低成本并<span style="color: black;">加强</span>整体医疗质量的集成<span style="color: black;">处理</span><span style="color: black;">方法</span>。</span><span style="color: black;">飞利浦<span style="color: black;">经过</span>在医疗界<span style="color: black;">创立</span><span style="color: black;">稳妥</span>的关系，将自己定位为值得信赖的顾问和思想领袖，<span style="color: black;">帮忙</span>塑造<span style="color: black;">将来</span>的医疗服务方向<strong style="color: blue;">。例如，飞利浦与领先的 IT <span style="color: black;">机构</span>埃森哲<span style="color: black;">一起</span>创立了 HealthSuite 数字平台，</strong>旨在将<span style="color: black;">各样</span>医疗保健应用和设备连接到安全的云<span style="color: black;">基本</span><span style="color: black;">设备</span>上。</span><span style="color: black;">合作伙伴关系和联盟是飞利浦营销战略的关键要素，使<span style="color: black;">机构</span>能够扩大影响力，挖掘新的增长机会，共享知识和资源，并在关键行业<span style="color: black;">创立</span>信誉。<span style="color: black;">经过</span><span style="color: black;">选取</span>合适的合作伙伴和构建互惠互利的安排，飞利浦<span style="color: black;">持续</span>巩固其<span style="color: black;">做为</span>创新者和问题<span style="color: black;">处理</span>者的声誉，满足<span style="color: black;">全世界</span><span style="color: black;">持续</span>变化的客户<span style="color: black;">需要</span>。</span><span style="color: black;">总之，飞利浦采用全面的营销战略，将创新、数字营销、以客户为中心和可<span style="color: black;">连续</span>发展相结合，以保持其<span style="color: black;">做为</span>医疗保健技术和消费电子<span style="color: black;">制品</span><span style="color: black;">行业</span><span style="color: black;">全世界</span>领先品牌的地位。<span style="color: black;">她们</span><span style="color: black;">持续</span><span style="color: black;">调节</span>战略，以满足消费者<span style="color: black;">持续</span>变化的<span style="color: black;">需要</span>和市场<span style="color: black;">持续</span>变化的动态。</span><span style="color: black;"><strong style="color: blue;">飞利浦的营销组合</strong></span><span style="color: black;">与许多成功的<span style="color: black;">机构</span><span style="color: black;">同样</span>，飞利浦<span style="color: black;">亦</span>采用了营销组合，即<span style="color: black;">一般</span>所说的 4P：即<span style="color: black;">制品</span>（Product）、价格（Price）、地点（Place）和促销（Promotion）。以下是飞利浦<span style="color: black;">怎样</span>利用营销组合中各个要素的<span style="color: black;">仔细</span>说明：</span><span style="color: black;"><strong style="color: blue;">1. <span style="color: black;">制品</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">制品</span>创新：</strong>飞利浦以<span style="color: black;">制品</span>创新而闻名，其<span style="color: black;">制品</span>涵盖医疗保健技术、消费电子<span style="color: black;">制品</span>和照明解决<span style="color: black;">方法</span>。<span style="color: black;">她们</span>在<span style="color: black;">开发</span>方面投入巨资，推出尖端<span style="color: black;">制品</span>，满足<span style="color: black;">持续</span>变化的客户<span style="color: black;">需要</span>。</span><span style="color: black;"><strong style="color: blue;">多样化的<span style="color: black;">制品</span>系列：</strong>飞利浦<span style="color: black;">供给</span>多样化的<span style="color: black;">制品</span>，<span style="color: black;">包含</span>医疗设备（如核磁共振<span style="color: black;">影像</span>仪、病人监护仪）、个人健康<span style="color: black;">制品</span>（如电动牙刷、剃须刀）、消费电子<span style="color: black;">制品</span>（如电视机、音响设备）和照明<span style="color: black;">处理</span><span style="color: black;">方法</span>（如 LED 灯泡、智能照明系统）。</span><span style="color: black;"><strong style="color: blue;">质量和耐用性：</strong><span style="color: black;">机构</span>致力于生产<span style="color: black;">优秀</span>耐用的<span style="color: black;">制品</span>，这有助于树立良好的品牌声誉。飞利浦强调<span style="color: black;">制品</span>的安全性和<span style="color: black;">靠谱</span>性。</span><span style="color: black;"><strong style="color: blue;">2. 价格</strong></span><span style="color: black;"><strong style="color: blue;">定价策略：</strong>飞利浦<span style="color: black;">按照</span><span style="color: black;">区别</span>的<span style="color: black;">制品</span>类别和细分市场采取了<span style="color: black;">区别</span>的定价策略。<span style="color: black;">针对</span><span style="color: black;">优秀</span>、创新的医疗保健设备，<span style="color: black;">她们</span><span style="color: black;">一般</span>采用以价值为<span style="color: black;">基本</span>的定价<span style="color: black;">办法</span>，而<span style="color: black;">针对</span>消费电子<span style="color: black;">制品</span>，<span style="color: black;">她们</span>可能会采用竞争性定价，以瞄准更广泛的市场。</span><span style="color: black;"><strong style="color: blue;">价值感知：</strong>飞利浦的<span style="color: black;">目的</span>是<span style="color: black;">经过</span>强调<span style="color: black;">制品</span>的质量、功能和优点来营造物有所值的观念。<span style="color: black;">她们</span><span style="color: black;">一般</span>以卓越的性能和耐用性来证明其<span style="color: black;">制品</span>价格的<span style="color: black;">恰当</span>性。</span><span style="color: black;"><strong style="color: blue;">促销和折扣：</strong>飞利浦会<span style="color: black;">定时</span>推出促销、折扣和<span style="color: black;">绑缚</span><span style="color: black;">制品</span>，以鼓励消费者购买，尤其是在季节性活动或促销活动<span style="color: black;">时期</span>。</span><span style="color: black;"><strong style="color: blue;">3. 地点（分销）</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">全世界</span>业务：</strong>飞利浦的分销网络遍布<span style="color: black;">全世界</span>，许多国家都能买到它的<span style="color: black;">制品</span>，<span style="color: black;">她们</span>与线上和线下零售商以及直销<span style="color: black;">途径</span>都有合作关系。</span><span style="color: black;"><strong style="color: blue;">电子商务：</strong>随着网上购物的发展，飞利浦在电子商务平台上占有重要地位，使客户能够方便地在线购买<span style="color: black;">制品</span>。其官方网站<span style="color: black;">亦</span>是一个直销<span style="color: black;">途径</span>。</span><strong style="color: blue;"><span style="color: black;">医疗保健<span style="color: black;">途径</span>：</span></strong><span style="color: black;">在医疗保健<span style="color: black;">行业</span>，飞利浦直接与医院、诊所和医疗保健<span style="color: black;">供给</span>商合作，分销医疗设备和<span style="color: black;">处理</span><span style="color: black;">方法</span>。</span><span style="color: black;"><strong style="color: blue;">4. 促销</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">宣传</span>：</strong>飞利浦投资广告活动，以<span style="color: black;">创立</span>品牌知名度和推广特定<span style="color: black;">制品</span>，<span style="color: black;">她们</span><span style="color: black;">运用</span><span style="color: black;">各样</span><span style="color: black;">媒介</span><span style="color: black;">途径</span>，<span style="color: black;">包含</span>电视、广播、印刷品和数字<span style="color: black;">宣传</span>。</span><span style="color: black;"><strong style="color: blue;">内容营销：</strong>飞利浦利用内容营销向消费者宣传其<span style="color: black;">制品</span>和行业趋势，<span style="color: black;">她们</span>创建内容丰富的博客、视频和白皮书。</span><span style="color: black;"><strong style="color: blue;">社交<span style="color: black;">媒介</span>：</strong>飞利浦在社交<span style="color: black;">媒介</span>平台上大展拳脚，与客户互动，分享<span style="color: black;">制品</span>更新，并<span style="color: black;">供给</span>客户支持。</span><span style="color: black;"><strong style="color: blue;">赞助与合作：</strong><span style="color: black;">她们</span><span style="color: black;">经过</span>赞助和合作来<span style="color: black;">加强</span>品牌知名度。例如，赞助体育赛事或与医疗<span style="color: black;">公司</span>合作展示其医疗设备。</span><span style="color: black;">总之，飞利浦的营销组合是全面的，并针对其<span style="color: black;">供给</span>的<span style="color: black;">每一个</span><span style="color: black;">制品</span>类别的<span style="color: black;">详细</span>特点进行量身定制。它在创新、质量、定价策略、分销<span style="color: black;">途径</span>和促销活动之间取得平衡，以满足客户需</span><span style="color: black;">求，并在多样化的市场中保持竞争<span style="color: black;">优良</span>。</span>
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星☆雨 发表于 2024-9-1 05:25:30

楼主发的这篇帖子，我觉得非常有道理。

4lqedz 发表于 前天 20:42

你的话语真是温暖如春，让我心生感激。
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