Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on Medical Equipment International Marketing Strategy of Contec Medical

Author LiTianBao
Tutor ZhangYaMing; ChenYanGuang
School Yanshan University
Course Business Administration
Keywords contec medical medical devices international market marketing marketingstrategy
CLC F274
Type Master's thesis
Year 2013
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The purpose of this paper is to practice medical international marketing combinationof Contec Medical, analysis of medical enterprises of our country in the internationalmarket environment, competition situation, grasp the market opportunities, and provideobjective basis for its international marketing. This paper research on the marketingstrategy of Contec medical instruments of international market, analysis of the problems inthe process of international marketing, and puts forward the feasible solutions to theproblems. According to the characteristics, the investigation and data analysis, qualitativeanalysis and quantitative analysis, theoretical analysis and empirical analysis of acombination of research methods.Firstly, this paper elaborates the theory related to marketing, including the theory ofmarket segmentation, target market positioning, marketing, SWOT analysis etc., it is thefoundation of this theory and method.Secondly, based on analyzing the international medical equipment market situationand market competition situation, elaborated the marketing strategy of Contec Medicalinstruments of international market, using SWOT analysis advantage, Contec Medical inthe different segments of the weaknesses, opportunities and threats.Once again, the investigation of medical apparatus and instruments of internationalmarket, analyze the market competition situation, study the market marketing combinationstrategy, adopted in the international market with specific include: product strategy,pricing strategy, channel strategy and promotion strategy.Finally, according to the characteristics of the Contec Medical in the target marketmarketing strategy and enterprise, analyze its shortcomings in the process of internationalmarketing, analyzes the existing problems and puts forward the countermeasures, in orderto guarantee the implementation of the international marketing strategy.

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