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GE 彩超中国市场营销战略分析
ANALYSIS OF GE COLOUR DOPPLER ULTRASOUND MARKETING STRATEGY IN CHINA

郑义清
指导教师姓名: 谢 导 副 教 授

专 业 名 称 : 工商管理(MBA) 论文提交日期: 2 0 1 2 年 4 月 论文答辩时间: 2 0 1 2 年 学位授予日期: 2 0 1 2 年 月 月

答辩委员会主席: 评 阅 人:

2012 年



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题或课题组负责人或实验室名称,未有此项声明内容的,可以不作特 别声明。 )

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摘 要

中国的医疗器械市场吸引了几乎所有国际品牌参与竞争,竞争日趋白热 化。本文作者有着多年的彩超销售和管理经验,试图从市场营学的理论出发来考 察 GE 彩超在中国市场的营销战略:客户导向的市场营销战略。重点分析 GE 彩超 如何践行这一战略,以及在践行这一战略过程中的得与失,并力求从营销学的角 度给出建议。希望本文的论述对从事医疗器械营销工作的同行能有所帮助。 本文共分五章:第一章是绪论介绍本文的研究背景、研究目的和思路;第 二章主要是介绍中国彩超市场的发展概况;第三章介绍 GE 公司、GE 彩超业务、 GE 彩超业务在中国的状况;第四章是本文的重心,着重分析 GE 彩超在中国市场 的营销战略;第五章是研究的结论和建议。 商场如战场,市场上的很多因素都处在不断的变化过程中,市场营销战略 必须适应市场变化的需要。将曾经正确的战略,放到一个变化了的营销环境中也 可能变得不合时宜。只有牢牢把握市场需求的变化,坚持以客户需求为导向,才 能在市场竞争中立于不败之地。

关键词: 医疗器械;客户导向;营销战略

I

Abstract
Medical equipment market of China attracts almost all the international brands, and the competition are getting more and more heated. The author of this article , having years of experience in the sale and management of ultrasound appliance industry, are trying to study the General Electric Company (GE) ultrasound marketing strategy in Chinese market from the perspective of marketing theory. The emphasis is placed on how GE carry out customer-oriented strategy, the gain and loss of the

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