中医药的网络推广.docx
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中医药的网络推广.docx
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中医药的网络推广
Bar-IlanUniversity
GraduateSchoolofBusiness
InternationalMBAProgram
Marketing
Dr.Amirflint-Goor
MARKETINGPLAN(Outline)
TraditionalChineseMedicalCare
TheGlobalNetworkforTCMService
11/3/2003
TABLEOFCONTENTS
PlanSummary2
History/Management/Organizations2
Product/ServiceDescription2
Market&Customers3
Competitors4
CompetitiveAdvantages/S.W.O.Tanalysis4
Environment5
Objectives5
MarketingMix5
ProformaFinancialReport5
PlanSummary
TraditionalChineseMedicalCare(TCM)isfamousintheworld.WecanusuallyfindTCMsectionofficesintheIsraelihospitals(Forexample:
thesectionforChinesephysiotherapyinSherreZedakhospitalinJerusalem;AcupunctureandtraditionalherbstotreatcancerinHerzliyahospital,etc),alsoinmosthospitalsintheworld.ButcomparetotheprofoundTCMCare,whatwecanfindinIsraelandintheothercountriesisonlyasmallpartoftheTCM.DependonInternet,wearegoingtodoagreatjobtoofferaperfectservicetoourcustomersinIsraelandthepeopleallovertheworld:
TraditionalChineseMedicalCare---TheGlobalNetworkforTCM
“Makeahealthierworld”:
WewillprovidesafeandeffectiveproductstoourcustomersallovertheworldandcomprehensiveonlineTCMservicestomakeahealthierworld.
History/Management/Organizations
(PASSOVER)
Product/ServiceDescription
1)OffertheTCMinformationtothecustomersandrelatedorganizations.
2)Offertheservicestothecustomersandrelatedorganizations.
●Totheindividualcustomer
✧ThebasicknowledgeofTCM:
ThedifferencebetweentheWesternMedicine(WM)systemandtheTCMsystem;TheadvantagesandemphasisoftheTCM,Chineseherbalmedicine,Chineseacupuncture,Fit-inmassage,Qigong,Shadowboxingetc.
✧TheDatabaseandintroductionofwell_knownTCMsectionofficesallovertheworld.
✧TheDatabaseofthefirst-classChineseHospitalsandherbalistdoctors.
✧CustomersOnlineDatabase
✧TheknowledgeofSelf-health-carebyTCM
✧OnlineSearch:
symptomàdiseaseàTCM
✧OnlineConsultation(websiteoremail)
✧OnlinediagnosesandJoint-diagnosesfromdifferentcountries(Thevideomeetingthroughthebroadband)
✧DiseaseAlert
✧E-Tradeservice:
B-2-C(Incomesource)
1)EspeciallyfortheE-tradeofsuperiorTCMproducts
2)Theregisteredcustomerswillgetcharacteristicservices.
●Totheorganizationalcustomers(relatedorganizations):
✧Platform:
forthetechnicalintercommunionofWesternMedicineScienceandTraditionalChineseMedicineScience;
✧Tech-cooperation.(Incomesource)
✧Window:
Toissuethepatents,toissuethesupply&demand.
✧Consultant:
InternetSurvey(Incomesource)
✧Advertising(Incomesource)
✧E-Tradeservice:
B-2-B(Incomesource)
1)Collect(website)theDemandandSupplyinformation(individual&organization)fromourcustomersallovertheworld.
2)Maketheordertothesuppliersanddeliverytheproducts.
3)Makeprofitformtheservicefee.
Market&Customers
TCMandWMhavedifferentemphasisandadvantages.
TCM:
1)Useherbalmedicine,almosthasnoside-effect;
2)emphasizeonRecuperatinganddailyhealthcare.
MoreandmoreIsraeliandWesternpeoplerecognizethatTCMisagoodchoicetohelpthemhealthier,toimprovetheirlivingquality.TheyareinterestedingettingmoreknowledgeaboutTCMandusetheTCMtotheirdailyself-health-care.Andthepatients,especiallythechronicdiseasepatientsprefertousetheTCMtoavoidtheside-effectcausedbythewesternmedicine.
Soourtargetmarketsandcustomerarethepeopleallovertheworld.Especiallythedevelopedcountries’markets.
Fromourwebsite,weissuealltheinformationtheyneed,weofferourservices(long-distance-diagnose,onlineconsultant,onlinesurveyandsoon)throughInternet,andwedelivertheproducts(B-2-B/B-2-C)toourcustomers.
Competitors
●DirectCompetitors:
InChina,therearesomecompanyofferingthesimilarservices.Suchas‘’,‘’etc.
●IndirectCompetitors:
SomeChinesecompanymadebranchesoverseastoselltheirproducts.Forexample:
‘TianShi’isaChinesecompany,theyhavemorethan50interlockingshopsinIsraeltosaletheChinesehealth-caremedicine.
●PotentialCompetitors:
Moreandmorestar-upcompanywillcometosharethismarket.
CompetitiveAdvantages/S.W.O.Tanalysis
●Strengths:
✧Background:
HavemanyyearsexperienceinthismarketinChina.
✧Location:
HeadquartersinIsraelandChina.WecanuseIsraelihigh-technologytoenhanceouronlineservice;andwemakefulluseofChineseresourceofTCM.
✧Pricingpolicy:
lowcostlowprice.
✧Management-EveryonehasanMBAfromBar-Ilan.
●Weakness
(PASSOVER)
●Opportunities
(PASSOVER)
●Threats
(PASSOVER)
Environment
●Political
●Economic
●Social
●Technological
●Legal
Objectives
3)Shorttermobjectives
4)Longtermobjectives
5)
MarketingMix
●(PASSOVER)
ProformaFinancialReport
●(PASSOVER)
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