中醫(yī)藥的網絡推廣

1、Bar-Ilan UniversityGraduate School of BusinessInternational MBA ProgramMarketingDr. Amir flint-GoorMARKETING PLAN (Outline)Traditional Chinese Medical CareThe Global Network for TCM Service11/3/2003TABLE OF CONTENTSPlan Summary 2History/ Management/ Organizations 2Product/Service Description 2Market

2、 & Customers 3Competitors 4Competitive Advantages /S.W.O.T analysisEnvironment 5Objectives 5Marketing Mix 5Proforma Financial Report 5Plan SummaryTraditional Chinese Medical Care (TCM) is famous in the world. We can usually find TCM section offices in the Israeli hospitals(For example: thesectio

3、n 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

4、 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 GlobalNetwork for TCMMake a healthier world<Mission statements>:We will provide safe and effective products t

5、o our customers all over the world and comprehensive online TCM services to make a healthier world.History/ Management/ Organizations(PASS OVER)Product/Service Description1) Offer the TCM information to the customers and related organizations.2) Offer the services to the customers and related organi

6、zations.To the individual customerThe 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 we

7、ll known TCM section offices all over the world.The Database of the first-class Chinese Hospitals andherbalist doctors.Customers Online DatabaseThe knowledge of Self-health-care by TCMOnline Search: symptom disease TCMOnline Consultation (website or email)Online diagnoses and Joint- diagnoses from d

8、ifferentcountries (The video meeting through the broadband)Disease AlertE-Trade service: B-2-C (Income source)1) Especially for the E-trade of superior TCM products2) The registered customers will get characteristic services.To the organizational customers (related organizations):Platform: for the t

9、echnical intercommunion of WesternMedicine 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) Co

10、llect (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 & CustomersTCM and WM have different emphasis and advantages.TCM: 1)Use

11、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

12、to their daily self-health-care. And the patients, especially the chronic disease patients prefer to use the TCM to avoid theside-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 webs

13、ite, we issue all the information they need, we offer our services(long-distance-diagnose, online consultant, online survey and so on) through Internet, andwe deliver the products(B-2-B/B-2-C) to our customers.CompetitorsDirect Competitors: In China, there are some company offering the similar servi

14、ces. Such as ' ' ' etc.Indirect Competitors: Some Chinese company madebranches overseas to sell their products. For example:'Tian Shi ' is a Chinese company, they have more than50 interlocking shops in Israel to sale the Chinese health-care medicine.Potential Competitors: More an

15、d more star-up company will come to share this market.Competitive Advantages /S.W.O.T analysisStrengths: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