本文關鍵詞： A產(chǎn)品 先天性心臟病 防粘連醫(yī)用材料 本土化營銷戰(zhàn)略　出處：《深圳大學》2017年碩士論文　論文類型：學位論文

【摘要】：GZ公司是GZ JP株式會社在中國經(jīng)營醫(yī)療產(chǎn)品的全資子公司,母公司GZ JP株式會社所經(jīng)營的產(chǎn)品范圍包括紡織、電子產(chǎn)品、機械功能產(chǎn)品、醫(yī)療產(chǎn)品等領域。目前醫(yī)療事業(yè)部在該企業(yè)僅占2%的銷售額比例,其利潤額占集團利潤的20%而受到的矚目。2003年GZ JP株式會社的醫(yī)療產(chǎn)品,根據(jù)中國的法規(guī)注冊陸續(xù)獲取產(chǎn)品注冊證,以授權總代理經(jīng)營的渠道形式進入中國市場。至2008年總代理渠道模式下的銷售初見成效,同年GZJP株式會社決定在中國設立GZ子公司,目的在于更好地獲取中國市場。早期與總代理商的良好合作,產(chǎn)品在國內(nèi)的�？祁I域逐漸樹立起品牌影響力,銷售穩(wěn)定增長。然而在銷售額增長的同時總代理的銷售渠道的弊端逐漸顯現(xiàn),以及GZ公司推行國際市場標準營銷戰(zhàn)略在中國市場營銷中不斷碰壁。對于即將上市的A產(chǎn)品(本論文的研究對象產(chǎn)品,A產(chǎn)品是首個為解決小兒/成人先天性心臟病、重癥心血管疾病二次手術時心臟粘連的可降解醫(yī)用材料),作為近年企業(yè)重點研發(fā)的新產(chǎn)品,關于是否仍沿用老的市場營銷戰(zhàn)略,在GZ公司內(nèi)部引發(fā)了激烈的討論。本文通過研究即將上市的A產(chǎn)品在中國市場的本土化營銷戰(zhàn)略,致力于幫助GZ公司在中國市場建立新的營銷模式。論文共分八個章節(jié),開篇闡述了論文的研究背景、主要內(nèi)容、目的與意義。第二部分對營銷戰(zhàn)略的國內(nèi)外相關研究理論進行總結(jié)整理,為本文的研究找出合適的理論基礎。通過整理GZJP,GZ公司的發(fā)展歷史,結(jié)合國內(nèi)目前的營銷模式的優(yōu)劣勢分析,找出目前的本土化營銷戰(zhàn)略的不足之處并提出問題。與此同時對A產(chǎn)品的目標市場、細分市場及產(chǎn)品定位進行詳細調(diào)研,提出GZ公司當前的營銷模式存在的不足。針對GZ公司現(xiàn)營銷模式存在的弊端,通過A產(chǎn)品的上市提出新的本土化營銷戰(zhàn)略。最后總結(jié)A產(chǎn)品的新營銷戰(zhàn)略的績效預測,對新的營銷戰(zhàn)略在GZ公司的可行性進行評估。
[Abstract]:GZ Co., Ltd. is a wholly owned subsidiary of GZ JP Co., Ltd., which operates medical products in China. The products of parent company GZ JP include textile, electronic and mechanical products. Medical products and other fields. At present, the medical business accounts for only 2% of the sales in the enterprise, and its profits account for 20% of the group's profits. In 2003, the medical products of GZ JP Co., Ltd., According to the laws and regulations of China, the product registration certificate was obtained one after another and entered the Chinese market in the form of authorized general agent channel. By 2008, the sales under the general agency channel mode had achieved initial results. In the same year, GZJP decided to set up a GZ subsidiary in China. The purpose is to gain a better access to the Chinese market. Early good cooperation with general agents, products in the domestic specialist field gradually established brand influence, Sales grew steadily. However, at the same time as the sales volume increased, the drawbacks of the sales channel of the general agent gradually became apparent. As well as GZ's international standard marketing strategy in Chinese marketing. For the upcoming product A (the subject of this paper, product A) is the first to solve pediatric / adult congenital heart disease. Biodegradable medical materials for cardiac adhesions during secondary operations for severe cardiovascular diseases, as a new product developed by enterprises in recent years, are concerned with whether or not the old marketing strategy is still being followed. This paper is devoted to helping GZ Company to establish a new marketing model in Chinese market by studying the localization marketing strategy of A products to be listed in China. The thesis is divided into eight chapters. The research background, main content, purpose and significance of the thesis are described in the beginning. The second part summarizes the relevant research theories of marketing strategy at home and abroad. Through sorting out the development history of GZJPGZ Company, combining the advantages and disadvantages of the current domestic marketing model, the author analyzes the advantages and disadvantages of GZJPGZ company. Find out the shortcomings of the current localization marketing strategy and put forward problems. At the same time, the target market, subdivision market and product positioning of product A are investigated in detail. The shortcomings of GZ Company's current marketing model are put forward. Aiming at the disadvantages of GZ Company's current marketing model, a new localization marketing strategy is put forward through the listing of A products. Finally, the performance forecast of A product's new marketing strategy is summarized. Evaluate the feasibility of the new marketing strategy in GZ Company.
【學位授予單位】：深圳大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.4

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