Australian cochlear southwest market (China) Marketing Strategy
|School||Southwestern University of Finance and Economics|
|Keywords||Cochlear implant , marketing , competition , strategy , differentiation , product , price , channel , promotion , service , customer satisfaction , relationship marketing|
Cochlear implants for the purpose and significance of Australia (Cochlear) is the world's production of cochlear longest history, the first production of the multi-channel cochlear implant manufacturers. The company more than 20 years of continuous research, development cochlear products always in the world's advanced level. The products in more than 70 countries around the world to more than 500 implant centers adopt and trust. Cochlear company's products, over 46,000 more than 50,000 cochlear implant recipients. Since entering the China market eight years since the establishment of the 29 surgical implant centers, there are more than 1500 hearing-impaired persons to accept Cochlear cochlear implant and benefit from Cochlear cochlear, equal to the normal education and employment opportunities. The southwest China number of the country's total population of nearly 1/6, but only in January 2003 to establish a surgical implant centers, conducted seven surgeries. It lags far behind other regions in China. This article Cochlear cochlear market environment analysis and competitive analysis, clear marketing strategy, proposed the countermeasures of marketing, market development company in southwest China has an important reference value and significance. The basic ideas and logical structure of this paper is to start from the development of cochlear, analysis of the market environment of cochlear Porter model industrial structure analysis of five competitive forces determine the major competitors of Australian cochlear implant in southwest China market, combined with the SWOT analysis presented the Cochlear company in southwest China's market development should be taken to target the accumulation of competition strategy, and the application of target marketing strategies market positioning and product positioning, the marketing strategy of the direction of product development, pricing analysis, channel selection, promotion strategies, as well as the image of the strategy, and actively marketing innovation. The main content and perspectives from Australia cochlear implant in which the market environment to start analyzing the development of the domestic and international the cochlear market as well as the southwest market situation and the existing problems, the cochlear implant market trends. Porter model in the second chapter of Australian cochlear basic competitive forces in the Southwest market, discusses the opportunities and threats faced by the Cochlear to propose the target accumulation competitive strategy and in accordance with its advantages and disadvantages, the use of centralized differentiation strategy, focusing to higher lt; WP = 3 gt; efficiency to provide better services for the southwest region of the hearing-impaired patients. Chapter use of target marketing strategies, market segmentation, select specialized, differentiated marketing, the Under the strategic 3C positioning, raised market share leadership, quality leadership, service leadership strategy. The fourth chapter to explore on Australia cochlear marketing strategy, product characteristics and level analysis of cochlear found to increase the value-added opportunities, according to the characteristics of the target market, as well as product development and innovation. Its pricing analysis, the choice of marketing channels to explore, the study of the promotional mix, establish Cochlear good product image. According to the characteristics of cochlear marketing, to carry out the relationship between marketing and improve customer satisfaction, and establish a good reputation, so that hearing impaired patients to benefit from Australia's Cochlear. The main contribution of this paper is closely linked topics on actual Cochlear's operating environment will inevitably undergo major changes, with the economic development, the market is fierce competition state. Of Australia cochlear market in southwest China marketing analysis and propose a solution, the actual work of guiding significance, yet similar study. In this paper, the actual situation of the Australian cochlear market in southwest China, explicitly adopted a target accumulation competitive strategy, and put forward the differentiation strategy inevitability, the contribution of this paper to explore the relationship marketing to develop customer loyalty marketing innovation.