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1、ProductProductisoneofthe4Psinthemarketingmix.Aproperdesignofproductnotonlyhelpsdifferentiatetheproductfromothercompetitors,butalsoofferssuperiorvaluestocustomers¹.ThischaptersuggestsaproperproductdesignandbrandingstrategytoSurity.Firstly,theproductobjective,features,andpro
2、ductclassareproposed.Secondly,aproperbrandingstrategyanddifferentbrandelementswillbediscussed.Finally,brandingandproductstrategiesindifferentlifecyclewillbesuggested.ObjectivesofproductdesignandbrandingstrategiesTheobjectivesofproductdesignandbrandingstrategieshavetobeseti
3、nordertomaximizetheproductvalueofSurity'sTCMsoftwareinthemarket.ThefollowingsareobjectivesforSurity'sTCMsoftware.1)Theproductdesignandstrategiesshouldmeetcustomers'requirementsbasedonthecurrentresearchfindings.2)TheproductdesignandstrategiesshouldmeetthecompetenceofSurity.
4、3)TheproductdesignandstrategiesshouldcreateasuperiorvalueforSurity'ssoftwareinthemarket.4)Theproductdesignandstrategiesshouldbeabletocopewiththemarketchangeinthefuture.ProductFeaturesThecurrentresearchfindingssuggestusefulnessasthemostimportantfeatureforTCMsoftware.Therefo
5、re,theTCMsoftwareshouldbeflexibleenoughtohelpTCMpractitionersmakediagnosis.TCMsoftwareshouldalsobereliableenough,thusTCMpractitionersarenotworriedaboutlosingdataandduplicatethemanualtasks.Itshouldalsobeabletoprocessinvoices,keepmedicineandpatient'srecordssimilartootherTCMs
6、oftware.Thus,thefeaturesofTCMsoftwarecanbelistedasbelow:·Settingupe-documentationtoenablesinformationkeeprecordingeffectivelyandpermanently·Managingandcontrolinformationconveniently.·Easilyuseandmanipulation.·Constantupdatingofhealthcareinformation·Fasteraccesstoinformatio
7、nregardlesswhenandwhereparishioners’needed.·Electronicprocessingmakesureaccuracyandsecurity·CostreductionProductclassAccordingtoQuester,Mcguiggan,PerreaultandMccarthy¹;identificationofproductclassisusefultoprovidedirectionstonewproductsbutalsohelpchoosemarketingmixQuester,
8、P,G,Mcguiggan,R,I,Perreault,W,D&Mccarthy,E,J2007,Marketing:creatinganddeliveringvalue,McG
