GZ公司A产品在中国的本土化营销战略

发布时间：2018-02-25 23:23

本文关键词： A产品先天性心脏病防粘连医用材料本土化营销战略　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：GZ公司是GZ JP株式会社在中国经营医疗产品的全资子公司,母公司GZ JP株式会社所经营的产品范围包括纺织、电子产品、机械功能产品、医疗产品等领域。目前医疗事业部在该企业仅占2%的销售额比例,其利润额占集团利润的20%而受到的瞩目。2003年GZ JP株式会社的医疗产品,根据中国的法规注册陆续获取产品注册证,以授权总代理经营的渠道形式进入中国市场。至2008年总代理渠道模式下的销售初见成效,同年GZJP株式会社决定在中国设立GZ子公司,目的在于更好地获取中国市场。早期与总代理商的良好合作,产品在国内的专科领域逐渐树立起品牌影响力,销售稳定增长。然而在销售额增长的同时总代理的销售渠道的弊端逐渐显现,以及GZ公司推行国际市场标准营销战略在中国市场营销中不断碰壁。对于即将上市的A产品(本论文的研究对象产品,A产品是首个为解决小儿/成人先天性心脏病、重症心血管疾病二次手术时心脏粘连的可降解医用材料),作为近年企业重点研发的新产品,关于是否仍沿用老的市场营销战略,在GZ公司内部引发了激烈的讨论。本文通过研究即将上市的A产品在中国市场的本土化营销战略,致力于帮助GZ公司在中国市场建立新的营销模式。论文共分八个章节,开篇阐述了论文的研究背景、主要内容、目的与意义。第二部分对营销战略的国内外相关研究理论进行总结整理,为本文的研究找出合适的理论基础。通过整理GZJP,GZ公司的发展历史,结合国内目前的营销模式的优劣势分析,找出目前的本土化营销战略的不足之处并提出问题。与此同时对A产品的目标市场、细分市场及产品定位进行详细调研,提出GZ公司当前的营销模式存在的不足。针对GZ公司现营销模式存在的弊端,通过A产品的上市提出新的本土化营销战略。最后总结A产品的新营销战略的绩效预测,对新的营销战略在GZ公司的可行性进行评估。
[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.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.4

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