| Based on extensive research into large medical apparatus and instruments manufacture enterprises and medical institutions as well as material statistics, the thesis, taking Company G for an example, analyses the current situation of Chinese large medical apparatus and instruments technology, marketing environment and developing trend in the future, raises the existing problems and new strategic marketing policies, and has a preliminary probe into the optimization integrated marketing strategies carried out by domestic large medical apparatus and instruments manufacture enterprises. By doing the study, the writer hopes to contribute to the development of large medical apparatus and instruments manufacture enterprises in China.Company G is a large medical apparatus and instruments manufacture enterprise abroad, dominating as many as 50 percent of the market share in the field of large medical apparatus and instruments in China, followed by other companies, such as Siemens in Germany, Philips in Holland, Hitachi in Japan, and Toshiba ,in Japan, which cover 40 percent of the market share.The thesis consists of four parts. Section one summarizes present situation of large medical apparatus and instruments market and the leading manufacture enterprises in this field. Section Two probes into the model of sales channel combining related theories about sales channel and characteristics of large medical apparatus and instruments manufacture enterprises. In Section Three, the writer compares the sales channels of large medical apparatus and instruments manufacture enterprises at home and abroad, pointing out challenges to domestic relative enterprises and putting forward counter measures.According to the investigation of the writer as well as his personal understanding, Section Four presents optimization program in terms of channel models under the current marketing environment faced by large medical apparatus and instruments manufacture enterprises in China. |
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