A公司医疗器械营销策略分析

发布时间：2018-02-13 06:01

本文关键词： 医疗器械营销策略 STP策略营销组合　出处：《苏州大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国老龄化社会的逐步逼近，人民对医疗服务的需求越来越高，高涨的需求也刺激我国医疗装备器械行业在近年来得到迅猛发展。医疗产品的生产、研制、销售己经打破了行业地域界限，医疗器械生产和经营单位快速增长。然而，目前我国的医疗设备行业基本上仍处于仿制、改进及组合阶段，并没有达到国际同类产品水平。由于过度仿制，缺乏创新导致我国很多企业采用恶性低价竞争，采取零首付、使用后再付、低于成本价销售等销售手段，使得医疗装备行业的利润普遍低下，从而导致部分企业资金周转困难，也没有资金投入技术开发与创新，对企业和行业的技术进步和发展不利。与此同时，国外的医疗装备公司纷纷入驻中国，在这种情况下，作为中国的本土的医疗设备企业如何建立和巩固销售渠道，提高企业的品牌知名度、明确营销策略等是众多国内医疗器械企业必须面临与解决的问题。本文以A医疗器械公司为研究对象，介绍了我国医疗器械行业在市场营销管理方面存在的问题的相关背景，总结了我国医疗器械企业在市场营销管理中存在的问题，提出论文研究的重要意义。然后从政治法律、经济、社会文化、技术四个方面对宏观环境进行了分析，运用五力模型对竞争环境进行了分析，同时，对公司的发展概况、资源与能力进行了介绍。并探讨了A公司的营销现状，指出其中存在产品结构不合理、区域资源开发不完善、直销模式弊病凸显等问题。在此基础上，运用SWOT分析方法，分析该企业的优势、劣势、机会、威胁。并明确了A公司营销策略构建的原则和思路，设计了A公司的STP策略以及从产品、渠道、服务、创新化营销四个方面提出了A公司的营销组合策略。最后，提出了A公司医疗器械营销策略的实施。其主要实施举措包括完善组织结构、建立营销人员招聘、培训机制、营销工作激励、加强市场营销控制。希望通过本文的研究，，对于A医疗器械公司营销策略的制定以及实施有一定的指导意义。
[Abstract]:With the gradual approaching of the aging society in our country, the people's demand for medical services is getting higher and higher. The soaring demand also stimulates the rapid development of the medical equipment and equipment industry in China in recent years. The production and development of medical products, Sales have broken the boundaries of the industry, and the production and management of medical devices have grown rapidly. However, at present, the medical equipment industry in China is still basically in the stage of imitation, improvement and combination. Because of excessive imitation and lack of innovation, many enterprises in our country adopt vicious low price competition, adopt zero down payment, pay after use, and sell at lower cost. As a result, the profits of medical equipment industry are generally low, thus causing some enterprises to have difficulty in capital flow and lack of funds to invest in technological development and innovation, which is not conducive to the technological progress and development of enterprises and industries. At the same time, Foreign medical equipment companies have moved into China one after another. Under such circumstances, how to establish and consolidate sales channels and enhance the brand awareness of the enterprises as the local medical equipment enterprises in China, Clear marketing strategy is a lot of domestic medical device enterprises must face and solve the problem. This paper takes A Medical device Company as the research object, introduces the related background of the problems existing in the marketing management of the medical device industry in our country, summarizes the problems existing in the marketing management of the medical device enterprise in our country. The significance of the thesis research is put forward. Then the macro-environment is analyzed from four aspects: political law, economy, social culture and technology, and the competitive environment is analyzed by using the five-force model. At the same time, the general situation of the development of the company is also discussed. This paper introduces the resources and ability, discusses the marketing situation of company A, and points out that there are some problems such as unreasonable product structure, imperfect development of regional resources, prominent disadvantages of direct selling mode and so on. On this basis, the SWOT analysis method is used. This paper analyzes the advantages, disadvantages, opportunities and threats of the company, and clarifies the principles and ideas for the construction of A company's marketing strategy, designs the STP strategy of company A and its products, channels, services, etc. Finally, it puts forward the implementation of A company's medical device marketing strategy. The main implementation measures include perfecting organization structure, establishing marketing personnel recruitment, training mechanism, etc. It is hoped that the research in this paper will be helpful to the formulation and implementation of the marketing strategy of A medical device company.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4

【参考文献】