案例名称:
直销与代理的两难抉择——L医疗公司的渠道变革
译名:
A Difficult Choice between Direct Marketing and Commission Agency: Channel Reform of L Medical Equipment Company
中文关键词:
医疗器械行业、渠道变革、直销、代理、渠道冲突
英文关键词:
medical equipment industry, channel reform, direct marketing, commission agency, channel conflict
中文摘要:
本案例在对中国医疗器械行业的发展概况、L医疗公司的业务领域及其发展历史与现状、中国心血管支架行业的基本竞争格局等行业及企业背景资料进行深入介绍的基础上,描绘了L医疗公司所采用的渠道组织及其各自的分工、公司长期以来在渠道管理上所采用的代理模式及其取得的成效、公司代理模式在新形势下出现的问题及尝试推出直销模式的背景、公司直销模式与代理模式并存引发的渠道冲突问题,向读者呈现了L医疗公司在直销与代理的两难抉择中所面临的一系列渠道变革困境。
英文摘要:
Based on a deep introduction of the situation of China’s medical equipment industry, the business of L Medical Equipment Company and its history and present situation, the competition situation of China’s cardiovascular stent industry and other background information of the industry and L Medical Equipment Company, this case describes the channel structure and their task of each channel organization, commission agency that was always chosen in the past and its achievement, the problem of commission agency arising under the new circumstance and the background of attempt to implement direct marketing, and the confliction of direct marketing and commission agency. This case presents a series of dilemma of L Medical Equipment Company’s channel reform caused by its difficult choice between direct marketing and commission agency.
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