MDL公司中国市场策略的研究

发布时间：2018-08-22 12:28

【摘要】：随着中国经济的快速发展,中国人均收入也在稳步增长。在满足衣食住行等基本需求之后,人们越来越重视健康和医疗服务。从2006年开始,中国迎来了新一轮的生育高峰,孩子的养育问题成了大部分家庭的重要话题,这给母婴市场带来了无限生机。同时,各大城市医院的产科病房都一床难求,给产科护理和服务带来了机会和挑战。MDL公司是总部在瑞士的全球性集团公司,公司主要经营母乳喂养相关产品。自2007年进入中国市场以来,MDL公司积极投入品牌建设,目前在医院里拥有良好专业品牌形象,但也存在诸多困难。本文以MDL公司为研究对象,运用营销学相关理论和方法,对公司进入一个新领域或者引入新产品和新理念时,通常会遇到的困难和障碍进行了深入的分析和探讨。结合医疗行业的现状和环境,制定出公司应采取的市场策略和建议。之后,本文进一步对MDL公司的市场策略的实施情况进行总结和有效性分析,详细评估每个方案是否有助于扩大市场占有率,增加公司整体收益。受时间,公司规模以及医院科室规模的差异,本研究存在局限性,但对于中国医疗行业的新进入者具有一定的参考价值。
[Abstract]:With the rapid development of China's economy, China's per capita income is also growing steadily. After meeting basic needs, such as food, clothing, housing and transportation, people pay more and more attention to health and medical services. Since 2006, China has ushered in a new wave of fertility, the issue of child rearing has become an important topic for most families, which has brought boundless vitality to the market for mother and child. At the same time, the obstetrical wards of major city hospitals are hard to find, bringing opportunities and challenges to obstetric care and services. MDL is a global group based in Switzerland that specializes in breast-feeding related products. Since entering the Chinese market in 2007, MMDL has been actively engaged in brand construction and has a good professional brand image in the hospital at present, but it also has many difficulties. Taking MDL Company as the research object, this paper makes a thorough analysis and discussion on the difficulties and obstacles usually encountered when the company enters into a new field or introduces new products and new ideas by using the relevant theories and methods of marketing. Combined with the current situation and environment of the medical industry, the company should adopt market strategies and suggestions. After that, this paper further summarizes and analyzes the implementation of market strategy of MDL Company, and evaluates in detail whether each scheme will help to expand market share and increase the overall income of the company. Due to the differences of time, company size and hospital department size, this study has some limitations, but it has some reference value for the new entrants of Chinese medical industry.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719.9;F274

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