中国造影剂市场：基于Bracco的案例分析

发布时间：2021-10-19 22:57

　　随着中国医疗市场的逐步开放,医药市场的快速扩张和高速增长加快了中国医疗行业的资本投资速度,导致了中国医药市场的竞争日趋激烈。面对这样的市场环境,Bracco医疗集团的造影剂产品如何在竞争中国脱颖而出?本研究在文献回顾的基础上,分析Bracco医药集团造影剂产品在中国的市场环境和竞争态势,并在此基础上提出相应的营销策略,以期改善Bracco医药集团在中国市场的整体经营绩效,而且希望中国市场的经验可以为其在全球其他类似新兴市场提供经验和借鉴。本研究实证研究中国医药市场的竞争环境,比较分析Bracco医药集团造影剂产品在当前中国市场的竞争优势与劣势,在此基础上提出Bracco医药集团造影剂产品的市场定位、定价机制和营销策略等一系列解决方案。 

【文章来源】：广东外语外贸大学广东省

【文章页数】：79 页

【学位级别】：硕士

【文章目录】：
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


【参考文献】：
期刊论文
[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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