GE医疗集团造影产品中国区营销策略分析.docx

=也立交适叁堂童些亟±堂僮论塞 =也立交适叁堂童些亟±堂僮论塞 虫塞地墨 中文摘要 摘要：近几年，随着医疗服务市场的逐步丌放，医药市场的高扩容、高增长，使 国内外资本投资中国医疗服务产业的速度加快，从而导致中国医药市场竞争同趋 激烈。面对这样的产业环境，GE医疗集团的造影剂产品如何在激烈的市场竞争中 脱颖而出。本文通过对GE医疗集团以及它的营销服务体系的分析，深入研究剖析 了GE医疗集团造影剂产品在中国市场现状，了解行业竞争环境，制定营销策略， 希望对提升GE医疗集团在中国地区乃至其他医药新兴市场的销售业绩有所帮助， 并对GE医疗集团其他业务部门的产品在中国市场的营销策略有一定的指导意义。 本文以中国医药市场环境为背景，分析了目前GE医疗集团造影剂产品在国内 市场营销过程中的优势、劣势；应用STP理论找到适合GE公司自己的市场定位； 最后通过对4P营销组合的分析，通过产品、价格、促销以及渠道这些方面来解决 GE公司的战略目标怎样能够在销售过程中得到彻底执行的问题。 关键词：GE医疗；医药市场环境；造影剂；营销战略 』E夏至适厶堂童些亟±堂位．淦塞 』E夏至适厶堂童些亟±堂位．淦塞 △垦S!壁△g! ABSTRACT ABSTRACTIn recent years，with the gradual opening—up of the medical service market，rapid expansion and growth have enabled the speeding up of investment from both domestic and abroad into the Chinese healthcare service market．The competition within the Chinese healthcare market is thus becoming fierce．Faced with a competitive market as this，how do the products of the GE Healthcare Group manage to stand out． This essay analyses the GE Healthcare Group and its marketing service structure． Specifically,it investigates,，in depth，the current situation of the contrast medium from the GE Group in the Chinese market．An understanding of the competition within the industry is thus formed and marketing strategy carried out．Through the analysis：，this essay hopes to help improving the sales performance of the GE Healthcare Group in Chinese market and other newly—emerged healthcare markets，and also shedding light on the marketing strategy of the products(products that are currently in the Chinese market)from other service departm ents within the GE Group． According to Chinese pharmaceutical market environment，analyze the contrast medium product of GE Healthcare Group in the domestic market in the marketing process strengths，weaknesses；We then use STP theory for the identification of appropriate market position for the GE Group；Finally,．through the analysis of 4P marketing combination strategy(product，price，promotion and path)we aim to solve the problem of how the strategi