NICM Market And SPL Marketing Strategy Study

SPL Company is the market leader of contrast media market in China. Its products Ultravist@ entered the Chinese market in 1987. Ultravist@ is the first NICM (Non-Ionic contrast media) entering Chinese market, and at present it accounts for 36% market share. It enjoys extremely high reputation and public praise in radiology filed and was written into the relevant textbook as the model of NICM. Ultravist@ has been regarded as the golden standard to measure other X-rays contrast media.In recent years, the high profits leads to more competitors taking part into the NICM market. The competition becomes more and more fierce. Especially in the year of 2000, with the entry of the domestic manufacturers, it has broken the old market pattern, which was managed by foreign-invested enterprises. In domestic market, the competitors take measure of promotion that can give a discount. This method brings customers a new choice and especially to those people who is sensitive to price. As a result, they occupy a part of market shares SPL and other foreign-invested enterprises occupied before. As the leader of contrast media market, SPL 's market occupation rate is dropping constantly and facing greater challenge. Under such background, this thesis detailedly analyzes and studies the domestic NICM market by applying with market structure, market segmentation and marketing mix related theories and methods.At the beginning, the thesis introduces the NICM products and application situation over domestic and international markets. Analyzing the domestic NICM market structure, it points out that the NICM market is an oligopoly one. In addition, the thesis makes a comparative research among the marketing mix strategic of manufacturer, and emphasizes on analyzing the competitive strategy of YZJ Corporation, which is SPL Company's main competitors, in detail and its impact brings to the market of NICM. Through studying the two different promotion models SPL and YZJ adopt and their influences to the market, I think the customers' needs are different in the domestic NICM market, so different customers will accept different promotion models and choose different products produced by different manufacturers, which results in decreasing of the market share of SPL. Under the market environment, the thesis thinks that in order to protect the market share and consolidate the market leader position, SPL must segment the market so as to select the most attractive market as the target market, and then focus on strengthening and improving promotion strategy.