| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 107 === This study takes the price-benefit analysis method proposed by Professor Richard A. D´avani as the main axis, based on the results of the price-effectiveness map analysis, indicating the competitive position of the market in the market, and the relative position of the existing competitors in the market. In a price-effective segment, it is recommended that the case company develop a new dressing product whose price and benefit are as close as possible to the range indicated on the price-effectiveness map. This product is used as a touchstone for promoting high-end dressing products to the general consumer. This will enable the development of sales channels in addition to hospital access, thereby increasing market share.
Abstract point of view: 1. When you are in a muddy dilemma, you should not let the market power of low-level competitors expand. 2. In the face of the predicament of a full-scale war, the management threats counter the strength of the entire war. 3. Face the dilemma of catching up, manage the development trend of the industry, grasp the development trend, and then control or reverse the strength of the evolution.
This study proposes a competitive positioning of new products for the current situation of the case company in order to achieve the goal of the case company. Analyze the global high-end dressing market overview, explain the current market situation in China and the current situation of the case company itself. The high-end wound dressing products of the case company are mainly concentrated in the hospital in the sales channel, which belongs to the health insurance self-funded project, so the sales volume Unable to break through, and the main reason is the price factor. On the one hand, I hope to relax the quota on health care payment. On the other hand, I hope that the price of the product can be reduced to the price range that the general public can consume, so that the high-order wound products can be popularized .
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