医疗体制改革背景下GE医疗集团营销模式优化研究

发布时间：2018-05-31 21:00

本文选题：医疗体制改革 + 基础医疗　；参考：《中南大学》2013年硕士论文

【摘要】：摘要：我国医疗体制改革的重点是对基层医疗进行改革。目前农村医疗卫生服务体系和城市社区医疗卫生机构的基础医疗市场发展迅速。国家各级财政大力投入基础医疗建设,政府集中采购成为中低端医疗器械市场的重要采购方式。在医疗体制改革背景下,GE医疗集团提出了优化现有的营销模式。本文在对市场营销策略、战略营销模式和蓝海战略营销模式进行分析的基础上,对我国医疗体制改革的现状、目前我国医疗器械市场及行业竞争情况以及医疗体制改革背景下对GE医疗集团带来的影响等方面进行了探讨,提出从市场定位,产品研发,市场推广,渠道覆盖,售后服务以及客户关系管理等方面不断优化营销模式,先后推出"Channel B"和"Go Blue"等营销模式,并从企业文化、公司产品,人力资源和考核考评等角度采取保障措施,不断推进营销模式的优化,从而在中低端市场也占有一席之地。
[Abstract]:Abstract: the reform of medical system in China is focused on the reform of primary medical care. At present, the rural medical and health service system and the basic medical market of urban community health institutions are developing rapidly. National finance at all levels invested heavily in the construction of basic medical treatment, and centralized government procurement has become an important procurement method in the low end medical device market. Under the background of medical system reform, GE Medical Group put forward to optimize the existing marketing model. Based on the analysis of marketing strategy, strategic marketing model and blue sea strategic marketing model, this paper analyzes the current situation of medical system reform in China. At present, the market and industry competition of medical devices in China and the influence on GE Medical Group under the background of medical system reform are discussed, and the market orientation, product research and development, market promotion and channel coverage are put forward. In the aspects of after-sales service and customer relationship management, the marketing mode has been optimized, such as "Channel B" and "go Blue", and the safeguard measures have been taken from the aspects of corporate culture, company products, human resources and examination and evaluation, etc. Continue to promote the optimization of marketing model, thus in the low-end market also occupies a place.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.4;F274;R197.1

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