發(fā)布時間：2021-10-19 22:57

　　隨著中國醫(yī)療市場的逐步開放,醫(yī)藥市場的快速擴(kuò)張和高速增長加快了中國醫(yī)療行業(yè)的資本投資速度,導(dǎo)致了中國醫(yī)藥市場的競爭日趨激烈。面對這樣的市場環(huán)境,Bracco醫(yī)療集團(tuán)的造影劑產(chǎn)品如何在競爭中國脫穎而出?本研究在文獻(xiàn)回顧的基礎(chǔ)上,分析Bracco醫(yī)藥集團(tuán)造影劑產(chǎn)品在中國的市場環(huán)境和競爭態(tài)勢,并在此基礎(chǔ)上提出相應(yīng)的營銷策略,以期改善Bracco醫(yī)藥集團(tuán)在中國市場的整體經(jīng)營績效,而且希望中國市場的經(jīng)驗可以為其在全球其他類似新興市場提供經(jīng)驗和借鑒。本研究實證研究中國醫(yī)藥市場的競爭環(huán)境,比較分析Bracco醫(yī)藥集團(tuán)造影劑產(chǎn)品在當(dāng)前中國市場的競爭優(yōu)勢與劣勢,在此基礎(chǔ)上提出Bracco醫(yī)藥集團(tuán)造影劑產(chǎn)品的市場定位、定價機(jī)制和營銷策略等一系列解決方案。 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：79 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgement
abstract
摘要
1 Introduction
    1.1 Research Background
    1.2 Research significance
    1.3 The research content
    1.4 Research methods
2 Overview of relevant marketing theories
    2.1 4P marketing mix
    2.2 STP strategy theory
        2.2.1 market segmentation
        2.2.2 Market targeting
        2.2.3 Market positioning
    2.3 New product pricing strategy
        2.3.1 Skimming pricing
        2.3.2 Penetration pricing
        2.3.3 Moderate pricing
3 Analysis of current situation of Chinese pharmaceutical market
    3.1 Macro environmental analysis
        3.1.1 Policy environment
        3.1.2 Economic environment
        3.1.3 Social environment
        3.1.4 Technical environment
    3.2 Overview and development trend of Chinese pharmaceutical market
    3.3 Problems in China's pharmaceutical market
        3.3.1 Uneven distribution of medical resources
        3.3.2 Artificially high drug prices
        3.3.3 Disorder of drug market circulation
4 Research on the contrast agent market in China
    4.1 Market situation of imaging equipment in China
    4.2 Contrast agent market conditions in China
    4.3 Introduction of Bracco's contrast agent products
        4.3.1 Introduction of Bracco and its development in China
    4.4 Competition analysis of Chinese contrast media market
        4.4.1 Competitor analysis
        4.4.2 Analysis of potential competitors
        4.4.3 Analysis of alternative products
5 Target positioning of Bracco's contrast agent marketing
    5.1 Market segmentation in China
    5.2 Target market selection
    5.3 Market positioning
6 Selection of contrast agent marketing strategy of Bracco medical group
    6.1 Product strategy
        6.1.1 Product structure optimization
        6.1.2 Product innovation
    6.2 Price strategy
        6.2.1 Price combination strategy
        6.2.2 New product pricing strategy
    6.3 Channel strategy
        6.3.1 Combination strategy of direct selling and distribution
        6.3.2 Bundling strategy
    6.4 Promotion strategy
        6.4.1 Strengthen key customer relationship
        6.4.2 Increase cooperation projects with hospitals
        6.4.3 Sponsor academic conferences at home and abroad
        6.4.4 Media advertising
        6.4.5 Industry expo
        6.4.6 Patient education
7 Conclusions and prospects
    7.1 Main conclusions
Reference


【參考文獻(xiàn)】：
期刊論文
[1]Current status of superparamagnetic iron oxide contrast agents for liver magnetic resonance imaging[J]. Yi-Xiang J Wang.  World Journal of Gastroenterology. 2015(47)



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