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RK Medical Group channel management strategy

Author: ShuChang
Tutor: ChenZuo
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Medical Equipment Competitive Strategy Channel Strategy
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 45
Quote: 0
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Abstract


Since the concept of channel strategy was firstly put forward in the 4Ps portfolio strategy by Jerome McChathy in the 1960s.There are increasingly deepening in the study on Strategic Channel that the sales channel is one of the most important resource and most variable resource for the enterprises. It’s of significance to reduce the cost and improve the competitiveness of the enterprise. It’s always the first priority in the corporate strategic planning.In the accelerating process of global economic integration, Enterprises be faced with the growing uncertainty of operating environment, increasingly blurred of Industry border, and the stability of the growing decline in industrial structure, the company’s own competitive advantages increasingly unsustainable. Entrepreneurs and management scholars constantly thinking about of the companies that are outside the rapidly changing environment how will win a lasting competitive advantage.The Report to the Seventeenth National Congress of China emphasized the "establishment of basic medical and health system". The Government will develop the rural medical and health service system and the community health service. This will require additional health resources comply with the regional health planning. Rural medical market will be the most potential for future medical market for medical equipment industries.In this article, we conduct an in-depth analysis of the situation of RK’s profile and corporate strategy. With Chinese medical equipment industry and competitive environment for the competitiveness of reference, we made a reserch on RK health group’s channel strategy alternative and the implementation.Base on RK’s“Difference Competitive Strategy”, we illustrated the production of DC and DO, with the analysis on competitor’s products, service, channel, RK health group has worked out appropriate channel strategy planning. It uses a series of channel control method and mechanism, dispatch and allocate resources appropriately throughout the flat and efficient channel structure, establishing RK’s own advantage on marketing、production and service, realizing the improvement of channel performance. This article is divided into nine chapters. ChapterⅠis pose the question. ChapterⅡis the channel literature review. ChapterⅢis a study on RK’s outer environment. ChapterⅣis a study on RK’s internal environment. ChapterⅤis the strategy of RK’s channel structure. ChapterⅥis the strategy of RK’s channel motivation. ChapterⅦis the strategy of RK’s channel control. ChapterⅧis channel performance improvement. ChapterⅤⅩis the conclusion and prospect.

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