Study On Marketing Strategy Of CSL Biotherapies(Shanghai) Medical Information Consulting Co., Ltd.

Plasma derivatives, means, it is the general name for plasma protein which has definitely medicine research value separating form plasma. In general, blood products are plasma protein. In fact, our blood is in large part water, about91%-92%, and for protein, it is only about6.5%-7.5%what could used to separate the plasma derivatives. Because of the separating technical restriction, plasma protein can not be separated totally but partially used, and the company of plasma protein is becoming the most important part of medicine industry.The enterprise of blood products should demand for the market requirement on the market-oriented economy, and all the enterprises need to respect objective law. Blood product is a special commodity, but we can not leave it out the market-oriented economy just because it is the special. What is more, we need to take advantage of its special to get involved into the competition. All in all, there are both challenges and opportunities ahead. We should work together, take marketing actions, seize opportunities, and rise to the challenges so as to promote greater economic growth of our product competitiveness.There dissertation includes7parts. The chapter one is introduction; it introduces the research background, domestic and foreign industry current situation and development trend, research method and research contents, and raises the innovation points. The chapter two is the literature Review, it raised the new concept for medicine marking, expounded the methodology and content of medicine marketing, and it is this paper’s theory foundation. The chapter three is CSL Biotherapies Company’s marketing environment analysis, value chain analysis, macro-environment analysis and industry competition analysis. It introduced the difference between J CSL Biotherapies Company and other companies, and based on these differences, made the SWOT analysis to provide the experience of the marketing development. The chapter four is CSL Biotherapies Company’s marketing strategy, to make the market targeting and market positioning, and subdivide the blood product market. The factors include transmission center, hospital or pharmacy, end customers. The chapter five is CSL Biotherapies Company’s marketing portfolio strategy; it includes product strategy, price strategy, marketing channel strategy and product promotion analysis, and determine the appropriate marketing strategy. The chapter six is the implementation support for CSL Biotherapies Company’s marketing strategy; it includes strategy implementation and control, organization structure, enterprise culture, team building, HR development and risk control. The chapter six is the conclusion, summaries all the paper, and point out the further research directions.