M公司“脑起搏器”产品营销策略研究

发布时间：2018-06-15 15:30

本文选题：脑起搏器 + 市场定位　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着中国脑起搏器市场潜力凸显以及国际专业领域对该疗法的认可,国内外众多商家开始行动起来,以期获得市场快速成长带来的丰厚收益。M公司作为中国市场的唯一产品提供商,已经在中国耕耘13载,但2012年竞争环境即将经历巨变,导致M公司不得不同老牌外资及国内仿制品公司同台竞争。在该种竞争环境下,M公司该何去何从,该如何调整营销策略?本论文正是基于这一背景,试图利用相关营销理论,结合M公司面临的竞争环境,探讨M公司在新环境中应该采取何种营销策略,为企业提出相关对策建议。首先,本论文在回顾和总结大量文献基础上,对研究的相关概念进行界定,确定STP等适宜脑起搏器行业的营销理论,为后文策略的提出打下基础。其次,本论文对M公司脑起搏器的营销现状及问题、面临的营销环境进行分析,在此基础上界定了M公司脑起搏器的营销定位。最后,本论文结合上述分析及营销定位,提出了专注高端市场、强化品牌推广、加强服务营销、整合技术优势、打造安全渠道、丰富产品线,拓展未来市场空间以及提高薪酬福利在行业中的竞争性等营销策略,以期能够对M公司未来发展有所帮助。
[Abstract]:With the potential of the Chinese brain pacemaker market and the recognition of the therapy in the international professional field, many domestic and foreign businesses began to act. M Company, as the sole product provider of the Chinese market, has been working in China for 13 years, but the competitive environment in 2012 is about to undergo a great change. As a result, M has to compete with established foreign capital and domestic imitation companies. In this competitive environment, where should M company go, and how to adjust the marketing strategy? Based on this background, this paper tries to make use of the relevant marketing theory and the competitive environment faced by M Company to discuss what marketing strategies should be adopted by M Company in the new environment, and put forward relevant countermeasures and suggestions for the enterprises. First of all, based on the review and summary of a large number of literatures, this paper defines the relevant concepts of the study, and determines the marketing theory suitable for the brain pacemaker industry, such as STP, which lays the foundation for the later strategies. Secondly, this paper analyzes the marketing status and problems of the brain pacemaker in M Company, and analyzes the marketing environment, and then defines the marketing orientation of the brain pacemaker in M Company. Finally, this paper combined with the above analysis and marketing positioning, proposed to focus on the high-end market, strengthen brand promotion, strengthen service marketing, integrate technical advantages, create security channels, enrich the product line, To expand the future market space and improve the competitiveness of compensation and welfare in the industry and other marketing strategies, in order to help M company's future development.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.46

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