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Title: | 新醫療器材品牌進入市場的開發與行銷
—以E公司為例 Research on the New Brand Medical Device entering the Market Business Development and Marketing —A Case study of E Company |
Authors: | Kuo-Ping Wu 吳國平 |
Advisor: | 黃俊堯 |
Keyword: | 醫療器材,消費者決策,產品生命週期,STP,4P,新品牌建立, medical device,consumer decision making,product life cycle,STP,4P,establishing a new brand, |
Publication Year : | 2016 |
Degree: | 碩士 |
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 . |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76772 |
DOI: | 10.6342/NTU201600645 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 商學組 |
Files in This Item:
File | Size | Format | |
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ntu-105-P03748037-1.pdf Restricted Access | 2.75 MB | Adobe PDF |
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