摘要
长春迪瑞医疗科技股份有限公司成立于1992年,专门从事高品质医疗检验产品(医疗仪器、诊断试剂、免疫试剂)的研发、生产及销售,生化分析仪是其最重要的产品线之一。自2007年公司推出第一款全自动生化分析仪CS-400开始,截止2011年7月,其生化分析仪产品线已扩充到6个型号,覆盖从低端到高端的全系列产品。印度一直都是迪瑞公司重点开发并关注的市场之一,但自从2008年生化分析仪产品进入该市场3年来,销售增长缓慢,在激烈的市场竞争中并没有凸显出质优价廉的竞争优势,基本没有建立品牌效应,销售渠道没有打开。公司十分重视印度市场生化分析仪产品的开拓,所以,制定一个有效的市场开发策略是印度市场营销的重中之重,也是当前的首要任务。
本文从以下四个方面对迪瑞公司生化分析仪产品印度市场的销售策略进行了分析:
首先,分析了印度市场生化分析仪产品的营销环境和购买力。通过对人口、政治、经济和印度医疗体制四个方面的因素进行分析后得出该市场存在着潜在需求和巨大的市场空间,市场竞争较激烈,通过对迪瑞生化分析仪产品进入印度市场的可行性分析后对当前迪瑞公司生化分析仪产品在印度市场面临的状况进行了总结,主要归纳为以下几个方面:
1.市场占有率低,销售额增长缓慢
2.产品知名度低,没有品牌效应
3.销售渠道基本没有建立
4.现有代理商市场销售能力不足
5.缺少科学的营销体系和营销方案
其次,确定迪瑞生化分析仪产品在印度的目标市场和产品定位。根据对人口、地理和客户规模对印度生化分析仪市场进行市场细分后,确定了市场定位为大、中型政府医院,中、小型私立医院和实验室。
再次,根据4PS营销组合理论,从产品、价格、渠道、促销四个方面对印度市场的营销策略进行了分析。
第一、实施多样化的产品策略。利用迪瑞生化产品线型号齐全的优势,可满足从低端到高端不同阶层客户的需求,扩大客户群。向低端客户推荐半自动生化分析仪DR-7000D和桌式全自动生化分析仪CS-T240,向中端客户推荐CS-300,CS-400,CS-600全自动生化分析仪,向高端用户推荐CS-800和CS-1600全自动生化分析仪。为在激烈的市场竞争中占有一席之地,坚持走单一品牌的策略,逐步在市场上树立迪瑞品牌效应。
第二、采取质优价廉的价格策略。首先,应用菲利普·科特勒价格/质量模型对迪瑞生化分析仪印度市场的情况进行分析后确定采取超值定价战略。之后,基于市场定位,对市场上竞争者的价格分析后选择定价方法,最后,核定各种产品的具体价格。
第三、区域代理与直销相结合的渠道策略。由于印度海外办事处的建立,可将迪瑞公司原有的单一的区域代理模式,转化成区域代理与直销相结合的渠道模式,针对不同的客户群,采取不同的渠道策略。高端医院和大型连锁实验室,由于医院数量少,单日样本量大,试剂用量多,可以采取直销的模式,投放仪器,与其签订3～5年的试剂使用合同。中、小型医院,由于数量多,区域分布广,考虑到直销覆盖的范围有限,可继续采取区域代理制。
第四、灵活多样的促销策略。通过封闭仪器试剂通道,打折和季节性促销,参加专业性展会和与现有区域代理商合作召开产品发布会等多样的促销策略,对产品进行推广,以提高产品的品牌知名度,提高市场份额。另外,针对不同的客户,也可以因材施教,采取不同的促销模式促进销售额的提升,例如:完成年度销售目标赠送仪器、根据订单产品购买数量制定区间销售价格。
最后,为了迪瑞公司生化分析仪印度市场的营销策略能有效的实施,本文还分析了公司需给予的支持和保证措施:一是建立科学的海外办事处管理模式,选择合适的企业管理人才和制定科学的人员培训机制,为营销策略的实施打好坚实的基础。二是与总公司建立有效的沟通渠道,根据印度市场的特殊性,制定“一司两制”的特殊政策,提高业务员的工作积极性和稳定,以确保市场份额的稳步上升。
本文研究为迪瑞公司生化仪产品在印度市场的开拓提供了建议性的营销策略和保证措施,对迪瑞公司生化分析仪产品迅速的进入印度市场并占有一席之地有现实的指导意义,与此同时,对同行业中面对相似问题的企业也具有一定的借鉴意义。
DIRUI Industrial Co., Ltd was established in 1992, DIRUI has been dedicated to develop, produce and market high quality medical test products (medical equipments, diagnostic reagents and immune reagents). So far, we have got a full range Automated Chemistry analyzer product line which could meet the requests from different level customers. India is one of the most important markets for DIRUI, however, the Sale’s volume of chemistry analyzers is growing slowly since 2008 when DIRUI installed the first Automated chemistry analyzer , there is no branding and no sale’s channel in the market until now. Therefore, it will be the key task for DIRUI to constitute an effective marketing strategy currently.
This article analyses the marketing strategies for DIRUI chemistry analyzer in India market according to the following issues.
Firstly, the article analyses the marketing environment and purchasing power for chemistry analyzers in India and got the conclusion that there will be a potential marketing requirement and big marketing space for this kind of products in India. Furthermore, the article also analyses the current marketing situation for DIRUI products and got the following problems:
1.Low marketing share and sale’s volume growing slowly
2.No branding.
3.No Sale’s Channel.
4.The sale’s power of the current distributor is too weak.
5.No effective marketing strategy.
Secondly, doing the target market selection and products positioning .Finally , got the conclusion that the big and middle government hospitals , middle and small private hospitals and the labs are the target customers for DIRUI chemistry analyzers after doing the marketing segmenting through population, geography etc.
Thirdly, according to the 4PS Marketing Combinatorial Theories to do the India marketing analysis based on the Product, Price, Place and Promotion separately.
1. Diversification product strategy. Take the advantage of the superiority of full range product line which could meet the different requirements from the low to high level customers to enlarge the customers’scope. Recommend the different products to different customers and insist on the single brand strategy to establish the brand-effectiveness of DIRUI.
2. Adopts the good quality and competitive price strategy, after doing the analysis based on the Philip Kotler’s Price/Quality mode , then select the pricing method and finally fix the price .
3. Strike a balance between distribution and direct sales place strategy. India office establishment will be good for DIRUI to change the single sale’s mode to two kinds of sale’s modes. To adopt the direct sales for big chain labs and sign the equipment rental agreement with them for 3 to 5 years and for the middle and small hospitals could adopt the distribution sale’s mode.
Fourthly, flexible promotion strategy. Adopts the closed reagent system, discount, seasonal promotion, exhibition etc promotion modes to improve the brand name and enlarge the marketing share. Meanwhile, according to the different requirements from different customers to doing the different promotion strategies such as: fix price according to the order qty , if the customer reach the annual sale’s target to present the FOC products etc.
Finally, to ensure the marketing strategy could be implemented effectively ,the article also analyse the supports from the company from two points, one is establish the scientific aboard office management mode, select the experienced administrator and institute the training course, another is establish the effective communication channel , institute special policy for India market to improve the staff working positivity to increase the sale’s volume.
This article provide the suggestive marketing strategy and safeguard mechanism which will be useful for DIRUI chemistry analyzer to enter into the India market immediately. Meanwhile, it also could be the reference information for the company which face the similar marketing problems in the same area
引文
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