某某集团医用制品营销战略研究

发布时间：2018-01-02 05:12

本文关键词：某某集团医用制品营销战略研究　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国医药行业一直保持快速发展,医疗器械产业需求不断释放、增长,相关产业发展迅速。同时,国内民族品牌的崛起以及外资加快布局中国市场,竞争日益激烈,如何在激烈的竞争环境中保持快速增长和持续盈利,是摆在众多企业面前的一个难题。市场作为商场的前线,对于打好这场没有硝烟的战役,营销是关键战场,营销战略关系重大。制定出符合企业实际的营销战略,才能保证企业的运营沿着正确的方向和轨迹发展。文章首先对公司的外部环境进行分析,包括宏观环境和竞争环境；其次对公司内部环境做了较详尽的分析。通过内外部环境分析,结合本人多年的从业经验,确定对公司营销发展有重大影响的机会与威胁、优势与劣势,通过SWOT分析确定公司“以风险控制为基础、优先考虑收入增长、强化管理效率提升”的营销战略指导思想和集中化竞争战略,力争把公司打造成中国最有效率的一次性医用耗材供应商。然后根据STP理论分析我公司的目标市场及市场定位,按营销战略的四个基本维度：产品、渠道、价格、促销分别分析我公司应采用的战略方案,从而推导出我公司较具体的营销战略。最后提出本公司营销战略具体策略意见,这也是本文的意义所在。
[Abstract]:China's pharmaceutical industry has been maintaining rapid development, the medical device industry demand is constantly released, growth, rapid development of related industries. At the same time, the rise of domestic national brands and foreign investment to accelerate the layout of the Chinese market. Competition is becoming increasingly fierce, how to maintain rapid growth and sustained profits in the fierce competitive environment, is a difficult problem in front of many enterprises. As the front line of shopping malls, the market plays a good role in this battle without gunsmoke. Marketing is the key battlefield, and the marketing strategy is of great importance. Only when the marketing strategy is in line with the actual situation of the enterprise, can the operation of the enterprise develop in the correct direction and track. Firstly, the paper analyzes the external environment of the company, including the macro environment and competition environment. Secondly, it makes a detailed analysis of the company's internal and external environment. Through the analysis of internal and external environment, combined with my many years of experience, I determine the opportunities and threats, strengths and weaknesses that have a significant impact on the company's marketing development. Through SWOT analysis, the marketing strategy guiding ideology and centralized competition strategy of the company "based on risk control, giving priority to revenue growth and enhancing management efficiency" are determined. Strive to make the company into China's most efficient disposable medical supplies supplier. Then according to the STP theory analysis of our company's target market and market positioning, according to the four basic dimensions of marketing strategy: products, channels. Price and sales promotion are analyzed separately and the specific marketing strategy of our company is deduced. Finally, the author puts forward the specific tactics of our company's marketing strategy, which is also the meaning of this paper.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274

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