The Product A Localization Marketing Strategy Of GZ Company In China

GZ company is the branch company of GZ JP Limited in China which was the wholly-owned subsidiary for medical division.GZ JP Limited is an enterprise who’s own 120 years history,started she’s business for silk export.Currently the businesses of GZ JP are including textiles,electronic products,mechanical functions,medical,and others.The medical division’s accounts ratio is only 2% of the company’s sales,while its profit margin is 20% of the whole company’s profit.Three medical products of JP GZ Limited were launched in 2003 in China market.According to the Chinese regulatory requirements,GZ JP authorized solo agent to enter the Chinese market for each product.All the products are class III implant which belong to the most high-risk medical devices.Until 2008,the solo agent model achieved sales performance successfully.The products are getting famous in the domestic doctors as the brand name was building.In the same time,more and more problems are rising while the sales growth under the solo agent sales model.In this paper,I try to do some research of the localization marketing strategy of Product A which is a new product of GZ company(a product made by biodegradable medical materials,use for anti-adhesion of the congenital heart disease(children or adults).Through this research,try to help GZ company to establish a new marketing model in the China market.The thesis is divided into six parts.The first part of this thesis is the background research,research purpose and the significance,with summary of domestic literatures and foreign literatures research.In the second part I try to analyzes the advantages and disadvantages of GZ company’s current marketing mode,rise out the problems.The third part is to study the clinical needs of A product in the Chinese market,and the marketing strategy to meet the requirements of China’s medical regulations.The fourth part of the GZ company’s current marketing model of the drawbacks,through Product A try to build a new marketing model.At last,the paper summarizes the marketing strategy of product A of in GZ company in China,and evaluates the new marketing mode of GZ.