H公司免疫诊断产品在中国的市场竞争策略

The Market Competition Strategy for H Company's Immunoassay Product in China

在全球经济增长的大潮中,企业并购盛行,扩张加剧,垄断的竞争格局在行业中确立,巨头间的竞争更加激烈.中国随着经济迅猛增长,人民生活水平日益提高,医疗保健事业也蓬勃发展,然而这不能避免医疗改革的失败结局.目前,新的改革试点方案还将继续深化,改革带来的一系列的政策变化,影响了竞争的新格局.面对外部环境的变化,中国体外诊断(IVD)行业企业应当调整好新的营销策略,抓住历史机遇,迎接全面挑战,以提升自身核心竞争力.文章以H公司免疫诊断产品为例,对市场竞争战略进行了分析,提出了相应的策略选择.

With the rapid development of globe economy,the merger and acquisition between different corporations are more and more popular.The situation of the warm monopoly competition comes into being.Medical treatment and health care industry are full of vitality with the improvement of peoples' living condition and the high-speed development of Chinese economy,but it does not mean the medical care system is perfect and successful.The innovation from government will be continual and it is sure influential for the market competition structure.Being faced with the change of environment,Chinese in vitro diagnostic(IVD) enterprises should improve their marketing strategy,meet a considerable market opportunities,break away from the threatens and enhance the advantage to improve the core competition force of corporation.The analysis of marketing situation was give for H Company's immunoassay product and the matching strategy options to enterprise were providel.