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| 研究生： |
邱玉萍 Chiu, Yu Ping |
|---|---|
| 論文名稱： |
生物止血蛋白膠在台上市計畫書 Business Plan For Launching Fibrin Sealant In Taiwan |
| 指導教授： |
何小台
Ho, Chester |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 經營管理碩士學程(EMBA) Executive Master of Business Administration(EMBA) |
| 論文出版年： | 2014 |
| 畢業學年度： | 102 |
| 語文別： | 英文 |
| 論文頁數： | 34 |
| 中文關鍵詞： | 蛋白膠 |
| 外文關鍵詞： | Glue |
| 相關次數： | 點閱：59 下載：0 |
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生物蛋白膠製品具有併發症少且與競争對手產品B相比，A公司開發出業績達成的指標和目標客戶群, 發現主要是神經外科，心血管和一般外科手術，且發現應该與多個醫療外科手術市場通路來合作，以優先取得在心血管和普通外科的市場。除此之外, 更需策略性的規劃出策略夥伴的優先順序並取得合作，計畫開發對於外科醫師們的專業教育课程。內文中的多種方案將幫助醫師們獲得對於出血管理的概念有清晰的認知，並利用A公司在日常外科手術止血上所提供全面的止血產品组合解决方案來吸引醫師們優先考慮產品A,獲得更多的市場佔有率
Launching glue product has less complications and works faster compared with competitor Product B, and we found out the target and focus is neurospine, cardiovascular and general surgical procedures, and we should collaborating with medical surgery groups to gain traction in cardiovascular and general surgery. Besides partnering with the strategic channel groups is planning to develop professional education programs for surgeons. The programs would help them gain a clear understanding of the concept of bleeding management and engage them to use the most comprehensive portfolio of haemostasis solutions offered by A company in their daily surgical procedures.
Abstract……..……………………………..1
List of Figures.....................2
List of Tables......................3
Chapter I Market Background……………4
1.1 What is Human Glue and Company A Introduction...........................4
1.2 Overview of Glue Market and Market Situation in Taiwan.5
Chapter II Launch Product A In Taiwan .9
2.1 Launch Objectives..................9
2.1.1 Marketing Objective..............9
2.1.2 Business Objective...............9
2.2 Market Analysis....................9
2.2.1 Major Players in Taiwan..........9
2.2.2 Glue Market Overview & Market Share Analysis...12
2.2.3 SWOT Analysis....................14
2.3 Marketing Strategy.................14
2.3.1 Market Segmentation..............14
2.3.2 Market Targeting.................16
2.3.3 Market Positioning...............18
2.3.4 Pricing Strategy.................18
2.3.5 Integrated Marketing Plans.......19
2.4 Sales Strategy.....................20
2.4.1 Channel Segmentation Strategy....20
2.4.2 Marketing Promotion Plan...21
2.4.3 Incentive Programs.....25
Chapter III Financials..........28
3.1 Sales Revenue Estimation....28
3.2 Profitability Estimation....29
Chapter IV Implementation Plans....30
4.1 Challenges on Implementation....30
Chapter V Conclusions...32
References....34
Stokes MH et al. BMC Health Serv Res 2011;11:135
Chalmers RTA, Darling III RC, Wingard JT, et al. Randomized clinical trial of tranexamic acid-free Human glue during vascular surgical procedures. Br J Surg 2010 Dec;97 (12): 1784-9; discussion 1790
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