隨著中國(guó)醫(yī)療市場(chǎng)的逐步開(kāi)放,醫(yī)藥市場(chǎng)的快速擴(kuò)張和高速增長(zhǎng)加快了中國(guó)醫(yī)療行業(yè)的資本投資速度,導(dǎo)致了中國(guó)醫(yī)藥市場(chǎng)的競(jìng)爭(zhēng)日趨激烈。面對(duì)這樣的市場(chǎng)環(huán)境,Bracco醫(yī)療集團(tuán)的造影劑產(chǎn)品如何在競(jìng)爭(zhēng)中國(guó)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(guó)的市場(chǎng)環(huán)境和競(jìng)爭(zhēng)態(tài)勢(shì),并在此基礎(chǔ)上提出相應(yīng)的營(yíng)銷策略,以期改善Bracco醫(yī)藥集團(tuán)在中國(guó)市場(chǎng)的整體經(jīng)營(yíng)績(jī)效,而且希望中國(guó)市場(chǎng)的經(jīng)驗(yàn)可以為其在全球其他類似新興市場(chǎng)提供經(jīng)驗(yàn)和借鑒。本研究實(shí)證研究中國(guó)醫(yī)藥市場(chǎng)的競(jìng)爭(zhēng)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(guó)市場(chǎng)的競(jìng)爭(zhēng)優(yōu)勢(shì)與劣勢(shì),在此基礎(chǔ)上提出Bracco醫(yī)藥集團(tuán)造影劑產(chǎn)品的市場(chǎng)定位、定價(jià)機(jī)制和營(yíng)銷策略等一系列解決方案。 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：79 頁(yè)

【學(xué)位級(jí)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)



本文編號(hào)：3445758