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The Research on Management of Omron Healthcare China Marketing Channel Adjustment

Author: LiJiangNan
Tutor: HeAiZhong
School: Hunan University
Course: Business Administration
Keywords: Omron Healthcare China(OHC) Home medical equipment Marketingchannel Channel management
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 71
Quote: 0
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Abstract


Marketing channel plays an important role in enterprises as key external resources. Marketing-channel decisions are one of the most critical decisions made by managers. In recent years, with the improvement of Chinese government’s investment in the medical industry and the enhancement of residuals’healthy awareness, the domestic industry of home medical equipment develops very fast. Omron Healthcare China (OHC) is not only faced up with an opportunity for rapid development, but also an increasingly severe market competition, especially in the marketing channel. OHC is still in the absolutely leading position in core products, but it’s marketing channels in the new environment have a certain product issues and channel problems. Therefore, with the rapid development of market scale and complex channel competition, how to improve the marketing channels, improve channel management level and efficiency is a very urgent and necessary task for OHC to keep a sustainable and leading position in healthcare market.In this paper, the author explores from the following aspects, combining with years of sales experience and knowledge of channel status in medical devices industry and development trend. It summarizes the present situation of domestic health industry development, the theory of marketing channels, home medical equipment industry channels and development trend. Then it uses Porter’s Five Forces Model to analyze the OHC marketing environment, and the marketing situation and competition situation, and then makes a conclusion of marketing channel management problems and deficiencies of OHC. Finally, it discusses other guarantee measures in terms of its problems and improvement strategies of management of OHC marketing channel.This paper put forwards the improvement strategies of how marketing channels of OHC should be managed:how channel members should be selected, motivated, evaluated and how channel conflict should be managed. It should strengthen the market channel development and construction in2-3class cities, improve management skills and abilities for channel conflicts, increase the support to improve channel satisfaction and relationships. These guarantee measures include that OHC should establish the concept of market-oriented, strengthen the building of channel management and sales team and talent localization, accelerate the application of channel information technology, and then OHC could keep a leading situation in a changing marketing environment.

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