A Study of International Marketing Channel Selection in the Medical Device Industry

• Main Authors: Ke, Chin-Chun, 柯靜純
• Other Authors: Lin, Grace TR
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/76750387996843903107

碩士 === 國立交通大學 === 管理學院科技管理學程 === 99 === USA is the biggest market of medical device in the world and it almost occupies half of all market. It is also the biggest export country of medical device for Taiwanese manufacturers. When these companies sell medical device to USA market will be confront some tough problems such as look for suitable marketing channel to apply for FDA verification, to have good interaction with GPO and promote medical device professionally. The purpose of this study is to explore the key factor of international marketing channel selection and find out the most suitable types in the medical device industry by AHP. After the literature review and SWOT analysis, the research hierarchy of AHP include 4 key influencing factors、19 indexes and 3 types of marketing channel. The result shows the key influencing factors of the channel selection are company factor and market factor, and the third factor is product factor. But the influencing factor is not conspicuous by channel factor .The first and second index of influencing channel selection is product difference and the control power to channel by manufacturer. Finance of manufacturer is the third index. That proves product difference and innovation are the key factors to have successful channel tactic. To set up “Direct Branch / Subsidiary Channel” is the most suitable channel type in the USA. On the one hand it can strengthen the relationship of customers, and on the other hand it can have in hand the newest information of market and the speed of applying FDA verification.