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III
LIST OF ABBREVIATIONS
STP: Segmentation, Targeting, Positioning
CPR: cardio-pulmonary resuscitation
USP: Unique Selling Proposition
J & J: Johnson and Johnson
FDA: Food and DrugAdministration
CE: Conformity of Europe
AED: automated external defibrillatorsIV
TABLE OF CONTENTS
Abstract...I
摘 要...II
LIST OFABBREVIATIONS ..III
TABLE OF CONTENTS.........IV
目 录 VII
LIST OF TABLES ........X
表目录..XI
LIST OF FIGURES ... XII
图目录...........XIII
Chapter 1 Introduction...1
1.1 Background.......1
1.2 Research Objectives......2
1.3 Research Methodology.3
1.4 The main content and logical structure.4
Chapter 2 Literature Review......5
2.1 The Definition of Positioning...5
2.2 Over-informed Society..6
2.3 Entering Customers’Mind........7
2.4. Product Era, Image Era and Positioning Era ...8
2.5 Ladders in the Mind......9
2.6 Law of Duality..9
2.7 Determining the Positioning.....9
2.8 Positioning of Followers.........10
2.9 Pitfalls of Brand Extension.....11
2.10 Literature Review of Positioning Theory in China...12
2.10.1 Reviews of Marketing Experts12
2.10.2 Similarities among Scholars’Views of Positioning....12
2.11 Diamond Model of Market Positioning........13
Chapter 3 Case Description .....14
3.1 Company Profile.........14
3.1.1 Company Introduction..14V
3.1.2 Organization Structure..16
3.2 Marketing Situation and Problems of FirstAid Kit....16
3.2.1 Examples from Developed Countries...17
3.2.2 Car andAccident...........18
3.2.3 Golden Ten Minutes......19
3.2.4 CPR Introduction..........20
3.2.5 How to Give First Aid after the TrafficAccidents........21
3.3 Medical Emergency System in China and Some Cases..........21
3.3.1 Case 1: Wounded Driver Died Due to the Blocked Emergency Lane on
the Expressway..........21
3.3.2 Case 2: A Woman Raised Her Bag to Shade Her Dead Husband from
the Scorching Sun for Half an Hour ..22
3.3.3 Place Warning Triangles and Wear Reflective Vests after Traffic
Accidents........23
Chapter 4 CaseAnalysis ..........25
4. 1 Current Situation of First Aid Kit in China and Analysis of Competitors of
Firstar HealthCare.25
4.1.1 Development Trend of First Aid Kit Market in China and Competition
in the Market..25
4.2 Behavior Characteristics of Consumers of first aid kits in China.......25
4.3Analysis of Firstar HealthCare’s Major Rivals...........26
4.3.1 Beijing UNAID Technology Co., Ltd...26
4.3.2 Beijing Wah Lee Technology and Trade Co., Ltd.........27
4.3.3 Yunnan Baiyao Group Co., Ltd.27
4.3.4Analysis of the Potential Entrants.........29
4.4 SWOTAnalysis of Firstar HealthCare ...........29
4.4.1 Strengths and Weaknesses (SW)Analysis........29
4.4.2 Opportunities and Threats (OT)Analysis.........30
Chapter 5 Positioning Strategies..........32
5.1 Current SituationAnalysis of Vehicle FirstAid Kit Industry in China...........32
5.2 Analysis of Survey of the Vehicle First Aid Kit Market (the Questionnaire is
attached in the end of the thesis)...33
5.3 The First Aid Kit Market Segmentation and Firstar HealthCare’s Target
Market Strategies..36VI
5.3.1 The First Aid Kit Market Segmentation36
5.3.2 Choice of Target Market ...........36
5.4 Firstar HealthCare’s Vehicle FirstAid Kit Market Positioning..........37
Chapter 6 Implementation Plans for the Positioning Strategies ..........39
6.1 Product Strategies of Firstar HealthCare’s Vehicle First Aid Kits......39
6.1.1 The First Aid Kit on Chinese domestic market --Suichebao ....39
6.1.2 Cooperation with Hankegongshe in Family/Vehicle First Aid Kit
Development (Internet Plus)..40
6.1.3 Improving the Products’Quality and Creating New Features..43
6.1.4 Endeavoring to Develop New Products and Improving the Product
Structure.........43
6.2 Price Strategies of Firstar HealthCare’s Vehicle First Aid Kits..........44
6.3 Firstar HealthCare’s Channel Strategy for Vehicle FirstAid Kit Business ....45
6.3.1 Channel Strategy in 4Ps46
6.3.2 Channel strategy in 4Cs46
6.3.3 Chanel strategy in 4Rs..47
6.4 Firstar HealthCare’s Promotion Strategy for Vehicle First Aid Kit....47
6.4.1 Invite Experts in FirsAid to Promote...48
6.4.2 Take in First Aid Training as a Compulsory Course in Driving Test or
Annual Inspection......48
6.5 Service Strategy of Firstar HealthCare’s Vehicle FirstAid Kit Business.......49
6.5.1 Build Customer Database to Manage Loyal Customers...........50
6.5.2 Establish a Sophisticated Customer Service System....50
6.6 Assessment on the Effect of Market Positioning Strategy for Firstar
HealthCare’s Vehicle FirstAid Kit ...........51
6.6.1ASuccessful Case—Cooperation with the Red Cross..51
Chapter 7 Conclusions.54
APPENDIX......58VII
目录
Abstract...I
摘 要...II
LIST OFABBREVIATIONS ..III
TABLE OF CONTENTS.........IV
目 录 VII
LIST OF TABLES ........X
表目录..XI
LIST OF FIGURES ... XII
图目录...........XIII
Chapter 1 简介..1
1.1 背景......1
1.2 研究目的..........2
1.3 研究方法..........3
1.4 主要架构..........4
Chapter 2 文献综述......5
2.1 定位的定义......5
2.2 传播过度的社会..........6
2.3 心智的进入......7
2.4. 产品时代、形象时代、定位时代.....8
2.5 心智中的阶梯..9
2.6 二元法则..........9
2.7 领导者的定位方法......9
2.8 跟随者的定位方法....10
2.9 品牌延伸的陷阱........11
2.10 定位理论在国内的发展.......12
2.10.1 营销专家的看法........12
2.10.2 众学者定位观的共性12
2.11 市场定位钻石模型..13
Chapter 3 案例分析.....14
3.1 公司介绍........14
3.1.1 Firstar 国内市场拓展状况与车载急救包业务的营销现状...14VIII
3.1.2 公司架构..........16
3.2 公司国内市场拓展状况与车载急救包业务的营销现状....16
3.2.1 发达国家的案例..........17
3.2.2 汽车与事故......18
3.2.3 黄金十分钟......19
3.2.4 人工呼吸简介..20
3.2.5 发生事故后如何进行急救......21
3.3 中国医疗急救系统及部分病例........21
3.3.1 案例 1：受伤司机因高速公路紧急车道被封锁而死亡.......21
3.3.2 案例 2：丈夫猝死，妻子举起了袋子为其撑伞半小时.......22
3.3.3 发生事故后摆放三角架..........23
Chapter 4 国内急救包产品市场现状与 Firstar 的竞争对手分析 ...25
4. 1 国内急救包市场发展态势与竞争格局.......25
4.1.1 我国急救包市场的发展趋势及市场竞争......25
4.2 中国消费者对急救包的行为特征....25
4.3 Firstar 的主要竞争对手分析.26
4.3.1 北京联合爱德有限公司..........26
4.3.2 北京华利..........27
4.3.3 云南白药..........27
4.3.4 潜在竞争对手分析......29
4.4 Firstar 公司 SWOT 分析........29
4.4.1 优势和劣势......29
4.4.2 机会和威胁......30
Chapter 5 Firstar 公司车载急救包业务市场定位策略 .........32
5.1 国内车辆配急救包市场现状分析.....32
5.2 Firstar 公司对车载急救包业务市场调查分析.........33
5.3 急救包市场细分与 Firstar 公司目标市场策略.......36
5.3.1 急救包的市场细分......36
5.3.2 目标市场的选择..........36
5.4 Firstar 公司车载急救包业务市场定位.........37
Chapter 6Firstar 公司车载急救包业务市场定位策略的实施方案 ..39
6.1 Firstar 公司车载急救包业务的产品策略.....39
6.1.1 随车宝..39
6.1.2 酣客公社急救包项目..40IX
6.1.3 提高产品质量，创造新的特点...........43
6.1.4 不断研制开发新产品，改善产品结构..........43
6.2 Firstar 公司车载急救包业务的价格策略.....44
6.3 Firstar 公司车载急救包业务的渠道策略.....45
6.3.1 渠道策略在 4P 中的运用.......46
6.3.2 渠道策略在 4C 中的运用........46
6.3.3 渠道策略在 4R 中的运用........47
6.4 Firstar 公司车载急救包业务的促销策略.....47
6.4.1 在急救的推广中引入急救专家..........48
6.4.2 在汽车年审中加入急救课程..48
6.5 Firstar 公司车载急救包业务的服务策略.....49
6.5.1 建立忠诚客户的数据库..........50
6.5.2 建立完善的客户服务体系......50
6.6Firstar 公司车载急救包业务市场定位策略的实施结果......51
6.6.1 成功案例：与红十字会的合作..........51
Chapter 7 结论54
附录......58X
LIST OF TABLES
表 1Table 3-1 Growth of the number of automobiles in China from2010 to 2015....19
表 2 Table 3-2 The percentage of death happening in 3 periods ........21
表 3 Table 4-1 Education level of the first aid kit customers .25
表 4 Table 4-2 the age distribution of first aid kit customers .26XI
表目录
表 3-1 2010 年至 2015 年中国汽车保有量增长趋势...........19
表 3-2 车祸后发生死亡的三个时间段的比率..........21
表 4-1 购买急救包的客户的教育水平的分布.....25
表 4-2 购买急救包的客户的年龄分布.........26XII
LIST OF FIGURES
图 1 Figure 1-1 Research Structure ......4
图 2 Figure 2-1 Diamond Model of Market Positioning........13
图 3 Figure 3-1 Organization Structure..........16
图 4 Figure 5-1 Sex of participant of questionnaire ...34
图 5 Figure 5-2 With Driving License or not for questionnaire .........34
图 6 Figure 5-3 Need training or not for the drivers...34
图 7 Figure 5-4 Necessary or not to equip Vehicle FirstAid Kit........35
图 8 Figure 5-5 Reasonable or not for annual vehicle inspection.......35
图 9 Figure 5-6 Willing to help others or not in first aid situation.....35
图 10 Figure 5-7 Percentages for acceptable pricing periods.36
图 11 Figure 6-1 Diamond model analysis of the “Love and Care” program43XIII
图目录
图 1-1 论文研究思路..4
图 2-1 市场定位钻石模型图13
图 3-1 组织架构图....16
图 5-1 参与问卷的性别比例34
图 5-2 问卷中参与者是否有驾照....34
图 5-3 司机是否需要培训....34
图 5-4 是否有必要配备急救包........35
图 5-5 年检中增加急救培训是否合理........35
图 5-6 在急救场合是否愿意提供帮助........35
图 5-7 可接受价格区间所占比率....36
图 6-1 爱的关怀项目的钻石模型图.431
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