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Australian Cochlear Implant (china) Southwest Of Marketing Strategy

Posted on:2004-02-24Degree:MasterType:Thesis
Country:ChinaCandidate:C Y ZhaoFull Text:PDF
GTID:2206360122961494Subject:Business Administration
Abstract/Summary:PDF Full Text Request
PurposeAustralia cochlear company is the longest and earliest company manufacturing multi-channel cochlear in the world. Cochlear has been working hard to maintain as the best in the world for recent 20 years. And its products have been used by more than 70 countries and 500 implant centers faithfully. About more than 45 thousands patients are using Cochlear's products among the 50 thousands candidates throughout the world. 29 implant centers have been built and more than 1500 patients have benefited from the Cochlear's products for 8 years . All of them have received chance of education and job hunting. However only one implant center has been built in the southwest with 7 patients received cochlear implant until January 2003 though it occupies about 1/6 population of China, which is also so far behind the other areas of China . This article focuses on how Cochlear takes measures according to the challenge by the environment analysis and competition analysis. This article has important value of reference and instructive significance to Australia Cochlear by making clear the marketing strategy and proposing marketing countermeasures in the southwest China. Basic idea and logic structureThis article focuses on how Cochlear copes with the challenge by environment analysis, surrounding analysis by the competition with Poter mode, SWOT analysis and make clear the marketing strategy with the trends of the product , the price strategy , selecting the channel, promotion and marketing innovation.Chapter one is mainly about the developing trends of Australia Cochlear and the markets by analyzing market environment as well as the problems at present.Chapter two studies the substantial threats as well as opportunitiesfor Cochlear by analyzing the surroundings of the market of southwest China and the trends of competitions with Porter Model. The author recommends Cochlear should carry out strategy comparing with its advantages and disadvantages , so as to serve for the southwest Chinese patients with more efficiency.Chapter three studies the target marketing strategy through geography, population, band and Cochlear should select professional , difference marketing and position relationship advance and value advance in accordance with 3C strategy.In chapter four ,the author explores the improvement of the marketing strategy of Cochlear. After analyzing the product development and the innovation, pondering over price decision and the analysis of marketing channel, promotion methods ,the author makes it clear how to set up a good image of Cochlear. Finally , the author believes marketing innovation, including relationship marketing will be helpful to enhance Cochlear's market, to satisfy the customer ,to make more patients benefit from cochlear.Main contributionThis article pays attention to how to improve Cochlear marketing strategy by combining its own condition with theory , corresponding to Cochlear market competition situation under changeable management environment. There are no relative study in China until now. The main contribution is setting up focus on strategy and forecasting trend of difference strategy, marketing innovation including one-to-one relationship, so as to satisfy the customer.
Keywords/Search Tags:Cochlear, Marketing, Competition, Strategy, Difference, Product, Price, Service, Customer's satisfaction, Relation Marketing
PDF Full Text Request
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