【作者】 刘红霞；

【导师】 王西麟；

【作者基本信息】 首都经济贸易大学 ， 工商管理， 2007， 硕士

【摘要】 金宝肾护理产品(上海)有限公司是瑞典Gambro Lundia AB于2000年在华投资成立的独资公司,主要经营“GAMBRO”品牌医疗产品的进出口业务。公司先后在北京、广州、重庆、武汉等地成立了办事处。瑞典金宝公司是全球血液净化技术领域的领先者,全球肾护理系列产品和技术服务的最大供货商之一。金宝血透机是公司的主要产品之一。目前在医学上,治疗尿毒症最主要的方法仍然是血液透析,而血液透析的核心设备是血透机。目前全球有血透机生产厂商10多家,但是国内市场的主要份额仍然被美国费森尤斯、瑞典金宝、日本日机装所占有,瑞典金宝在国内血透市场占有30%的份额,处于第二位的水平,而在一些大型城市(如北京、上海、广州等地),瑞典金宝透析机可以占到40—50%的份额。但是在河北血透市场,其市场份额却只有10%。本文的写作目的即通过对河北血透机市场的分析,探讨瑞典金宝血透机在河北市场的营销战略。分析河北市场份额低的主要原因是因为瑞典金宝公司没有专门制定针对河北血透市场的营销战略,同时,没有专门的销售人员和售后服务人员。本文通过对河北血透市场的现状分析,根据SWOT分析法明确公司在河北的目标市场,同时将河北市场细分。在目标市场确定以后,根据4P营销理论,分别确定瑞典金宝公司在河北市场的产品策略、价格策略、渠道策略及促销策略。金宝公司在河北的血透机的目标市场是河北大中城市的三甲、二甲医院。产品策略主要是品牌策略,要充分发挥瑞典金宝公司品牌的影响,因为瑞典金宝公司目前在全球血液净化技术领域仍然处于领先地位,所以其品牌影响力占有重要地位;价格策略包括产品组合、促销及地区差别性定价等方式;渠道策略主要是代理商的选择;促销策略主要是要为河北血透市场配备专职的销售人员、售后服务人员或专职的维修工程师。本文要解决的核心问题是怎样使瑞典金宝公司利用自身的优势,巩固并扩大相关产品的现有市场份额,维持和发展本公司已经建立起来的国内市场领先者的位置。通过本文的研究,一方面,可以为公司其它产品的营销策略提供指导和方法,从而形成瑞典金宝完整的市场策略;另一方面,对外资医疗器械公司进入中国市场具有一定的借鉴作用。更多还原

【Abstract】 GAMBRO Renal-Care Products (Shanghai) Co., Ltd is a sole proprietorship company invested by Gambro Lundia AB Sweden in 2000. It offers import and export trading for "GAMBRO" medical products. It has subsidiaries in Beijing, Guangzhou, Chongqing and Wuhan etc. Gambro Lundia AB Sweden is a global medical technology and healthcare company with leading positions in renal care -services and products - and blood component technology. Gambro hemodialysis machine is one of the main products. Today, the one of the best therapies for kidney function failure is hemodialysis that can be finished by hemodialysis machine. There are more than 10 companies developing dialysis machines in the world. However, Fresenius (US), Gambro (Sweden) and NIKKISO EIKO (Japan) are with the most percent of the hemodialysis machine market in China. Gambro Company is at the second place with 30% of Chinese market, including 40-50% in big cities (such as Beijing, Shanghais and Guangzhou) but no other than 10% in HeBei. This thesis aims for discussing marketing strategy of Gambro hemodialysis machine by analyzing the low percent in Hebei market. The main reason for low market share in Hebei is that Gambro Company didn’t make out the marketing strategy aiming at the hemodialysis machine market and didn’t have the professional salesmen or persons for after service. The thesis’s content is to define the target market of Hebei province by the analysis of SWOT, make market segment for the Gambro Company and draw the product, price, place & promotion strategies based on 4P theory. The target market for Gambro Company is the first & third level hospitals in Hebei province. Product strategy is to take advantage of the brand effect of Gambro, because Gambro Company is a global leading company with the blood dialysis technology and the "Gambro" is a very important brand in the world. The price strategy includes product kits, promotion and different prices for different areas etc. Place strategy is to choose the distributors. Promotion strategy means Gambro Company should arrange full-time salesmen, persons for after service and professional engineers to manage Hebei province.The thesis is to provide a domestic marketing method for multinational Corporations and project the developing trend in the market of dialysis machines.更多还原