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;2014百优
英文关键词:
medical equipment industry, channel reform, direct marketing, commission agency, channel conflict
中文摘要:
本案例对L医疗公司的渠道变革进行案例研究,通过对L医疗公司营销渠道过去的成功,以及现在面临的一系列问题进行分析,发掘L医疗公司传统渠道的不足,探讨企业在产品同质化、价格战的环境下如何把握自身优势和发展机遇,结合渠道冲突理论,研究L医疗公司的渠道变革问题。
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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