分析,从中确定了 SHDMI公司较其竞争者的优势在于公司知名度高、产品质量稳定以及
信誉度高,由此我们可以为SHDMI公司选择合适的目标市场,那就是追求产品高质量且
价格敏感度低的细分市场。在借鉴了行业中其它成功企业的经验后,决定以市场领袖领
入法为主,市场渗透法为辅进入目标市场。具体的步骤是积极寻找国际大品牌的代工机
会,以其品牌影响力提高SHDMI品牌在行业内口碑,再通过代理商的积极推广来提高
SHDMI产品的市场占有率。同时,本论文也对SHDMI公司提出了能力提升建议,如增加
研发投入、生产适度规模化以及与代理商更深度的合作等。最后,本文对SHDMI公司的
中长期目标提出了建议。
关键词:口腔耗材;口腔材料制造商;营销渠道
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华东理工大学硕士学位论文
The Market Developing Strategy of SHDMI
Abstract
This thesis has take SHDMI as the objects, through the studying of its internal operation
status and its relevant industry environment, and the exploiting of its potential advantage, we
can find the way to take SHDMI out of the low wage competition trap is expanding its current
advantage and along with a proper market strategy. In this thesis, we have make SWOT
analysis for SHDMI and its competitors, through this way, we found the current advantage
SHDMI has are high reputation, excellent quality and its honesty image, so accordingly, we
pick the high quality oriented customer who is not chasing low price as the target segment.
Whereas, the best market entry mode will be well-known company leading, along with the
market penetration. The road map will be looking for OEM opportunity for well-know
company,and take its influence to raise SHDMI brand reputation, then use our own dealer net
work to take as much market share as we can. In the mean time,this thesis also have brought
up some suggestions to raise company abilities, such as increase R&D spends, put products in
a proper scale level and deeper relationship with dealers, and so on. Finally, we also made
advices for SHDMI's long term goal.
Key words: dental material; dental material manufacturer; sales channel
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