IMBA论文中医药的网络推广(英文版本).doc

来源于中国成功网 成功网Bar-Ilan UniversityGraduate School of BusinessInternational MBA ProgramMarketing Dr. Amir flint-Goor MARKETING PLAN (Outline)Traditional Chinese Medical Care The Global Network for TCM Service 11/3/2003 TABLE OF CONTENTS Plan Summary2 History/ Management/ Organizations2 Product/Service Description2 Market & Customers3 Competitors4Competitive Advantages /S.W.O.T analysis4Environment 5 Objectives5Marketing Mix5 Proforma Financial Report5Plan Summary Traditional Chinese Medical Care (TCM) is famous in the world. We can usually find TCM section offices in the Israeli hospitals (For example: the section for Chinese physiotherapy in Sherre Zedak hospital in Jerusalem ; Acupuncture and traditional herbs to treat cancer in Herzliya hospital, etc ), also in most hospitals in the world. But compare to the profound TCM Care, what we can find in Israel and in the other countries is only a small part of the TCM. Depend on Internet, we are going to do a great job to offer a perfect service to our customers in Israel and the people all over the world: Traditional Chinese Medical Care - The Global Network for TCM “Make a healthier world”: We will provide safe and effective products to our customers all over the world and comprehensive online TCM services to make a healthier world.History/ Management/ Organizations (PASS OVER)Product/Service Description 1) Offer the TCM information to the customers and related organizations. 2) Offer the services to the customers and related organizations.l To the individual customer The basic knowledge of TCM: The difference between the Western Medicine (WM) system and the TCM system; The advantages and emphasis of the TCM, Chinese herbal medicine, Chinese acupuncture, Fit-in massage, Qigong, Shadowboxing etc. The Database and introduction of well_ known TCM section offices all over the world. The Database of the first-class Chinese Hospitals and herbalist doctors. Customers Online Database The knowledge of Self-health-care by TCM Online Search: symptomdiseaseTCM Online Consultation (website or email) Online diagnoses and Joint- diagnoses from different countries (The video meeting through the broadband) Disease Alert E-Trade service: B-2-C (Income source) 1) Especially for the E-trade of superior TCM products 2) The registered customers will get characteristic services. l To the organizational customers (related organizations): Platform: for the technical intercommunion of Western Medicine Science and Traditional Chinese Medicine Science; Tech-cooperation. (Income source) Window: To issue the patents, to issue the supply & demand. Consultant: Internet Survey (Income source) Advertising (Income source) E-Trade service: B-2-B (Income source)1) Collect (website) the Demand and Supply information (individual & organization) from our customers all over the world.2) Make the order to the suppliers and delivery the products.3) Make profit form the service fee. Market & Customers TCM and WM have different emphasis and advantages.TCM: 1)Use herbal medicine, almost has no side-effect;2) emphasize on Recuperating and daily health care.More and more Israeli and Western people recognize that TCM is a good choice to help them healthier, to improve their living quality. They are interested in getting more knowledge about TCM and use the TCM to their daily self-health-care. And the patients, especially the chronic disease patients prefer to use the TCM to avoid the side-effect caused by the western medicine. So our target markets and customer are the people all over the world. Especially the developed countries markets.From our website, we issue all the information they need, we offer our services(long-distance-diagnose, online consultant, online survey and so on) through Internet, and we deliver the products (B-2-B/B-2-C) to our customers.Competitors l Direct Competitors: In China, there are some company offering the similar services. Such as , 999. etc.l Indirect Competitors: Some Chinese company made branches overseas to sell their products. For example: Tian Shi is a Chinese company, they have more than 50 interlocking shops in Israel to sale the Chinese health-care medicine.l Potential Competitors: More and more star-up company will come to share this market.Competitive Advantages /S.W.O.T analysis l Strengths: Background: Have many years experience in this market in China. Location: Headquarters in Israel and China. We can use Israeli high-technology to enhance our online service; and we make full use of Chinese resource of TCM. Pricing policy: low cost low price. Management - Everyone has an MBA from Bar-Ilan.l Weakness(PASS OVER)l Opportunities(PASS OVER)l Threats(PASS OVER)Environme