新醫療器材品牌進入市場的開發與行銷 —以E公司為例

Abstract

本研究主要架構是以消費者決策、產品生命週期、STP、4P理論為基礎，加上實務經驗來分析。建構新醫療器材公司/品牌在一個新市場上市，除了上市前的準備工作，產業市場分析、競爭者的分析、相關法規、各個醫學中新醫療器材醫審會流程、產品庫存與寄銷管理和產品上架……等等上市前的準備事項外。面對眾多跨國大型醫療器材製造商/公司品牌與本土廠商的競爭環境外，以產品生命週期為分界點，提出不同階段新品牌上市行銷組合方式與組織。 分析個案公司後結果可得，新品牌上市成功機會最佳時間點，是成長期初期。而個案中另一個產品為成熟期與衰退期階段，則適合做新品牌建立的基石。

This study is based on the consumer decision-making structure , product life cycle , STP and 4P theory, coupled with practical experience analyze. Research on a new medical Medical company / A brand enters a new market .Beside the preparatory works before listing , We have to do the local market analysis , the competitor analysis , and relevant regulations , medical device trial processing in Medical center , inventory management and consignment management ...... etc. The competitive environment inclounding multinational companies and local agent companines. Taking the product life cycle stage is a dividing point , Presenting new medical device brand within the different stages , and the marketing stretegy and organization were adjusted . The results of the csae study,We found the best chance of success for new brand launch point is in the early growth stage . Another product of case study, during the maturity and declining stage, it is suitable to be the cornerstone of the new brand building .