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

【摘要】：GZ公司是GZ JP株式會(huì)社在中國(guó)經(jīng)營(yíng)醫(yī)療產(chǎn)品的全資子公司,母公司GZ JP株式會(huì)社所經(jīng)營(yíng)的產(chǎn)品范圍包括紡織、電子產(chǎn)品、機(jī)械功能產(chǎn)品、醫(yī)療產(chǎn)品等領(lǐng)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(rùn)額占集團(tuán)利潤(rùn)的20%而受到的矚目。2003年GZ JP株式會(huì)社的醫(yī)療產(chǎn)品,根據(jù)中國(guó)的法規(guī)注冊(cè)陸續(xù)獲取產(chǎn)品注冊(cè)證,以授權(quán)總代理經(jīng)營(yíng)的渠道形式進(jìn)入中國(guó)市場(chǎng)。至2008年總代理渠道模式下的銷售初見成效,同年GZJP株式會(huì)社決定在中國(guó)設(shè)立GZ子公司,目的在于更好地獲取中國(guó)市場(chǎng)。早期與總代理商的良好合作,產(chǎn)品在國(guó)內(nèi)的專科領(lǐng)域逐漸樹立起品牌影響力,銷售穩(wěn)定增長(zhǎng)。然而在銷售額增長(zhǎng)的同時(shí)總代理的銷售渠道的弊端逐漸顯現(xiàn),以及GZ公司推行國(guó)際市場(chǎng)標(biāo)準(zhǔn)營(yíng)銷戰(zhàn)略在中國(guó)市場(chǎng)營(yíng)銷中不斷碰壁。對(duì)于即將上市的A產(chǎn)品(本論文的研究對(duì)象產(chǎn)品,A產(chǎn)品是首個(gè)為解決小兒/成人先天性心臟病、重癥心血管疾病二次手術(shù)時(shí)心臟粘連的可降解醫(yī)用材料),作為近年企業(yè)重點(diǎn)研發(fā)的新產(chǎn)品,關(guān)于是否仍沿用老的市場(chǎng)營(yíng)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(guó)市場(chǎng)的本土化營(yíng)銷戰(zhàn)略,致力于幫助GZ公司在中國(guó)市場(chǎng)建立新的營(yíng)銷模式。論文共分八個(gè)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(duì)營(yíng)銷戰(zhàn)略的國(guó)內(nèi)外相關(guān)研究理論進(jìn)行總結(jié)整理,為本文的研究找出合適的理論基礎(chǔ)。通過整理GZJP,GZ公司的發(fā)展歷史,結(jié)合國(guó)內(nèi)目前的營(yíng)銷模式的優(yōu)劣勢(shì)分析,找出目前的本土化營(yíng)銷戰(zhàn)略的不足之處并提出問題。與此同時(shí)對(duì)A產(chǎn)品的目標(biāo)市場(chǎng)、細(xì)分市場(chǎng)及產(chǎn)品定位進(jìn)行詳細(xì)調(diào)研,提出GZ公司當(dāng)前的營(yíng)銷模式存在的不足。針對(duì)GZ公司現(xiàn)營(yíng)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(yíng)銷戰(zhàn)略。最后總結(jié)A產(chǎn)品的新營(yíng)銷戰(zhàn)略的績(jī)效預(yù)測(cè),對(duì)新的營(yíng)銷戰(zhàn)略在GZ公司的可行性進(jìn)行評(píng)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(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.4

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