AMC公司东北地区营销渠道策略研究

发布时间：2018-07-29 07:41

【摘要】：血液透析治疗手段作为晚期肾病患者的主要治疗方法,正在全球迅速普及,发展中国家增长率更是高达15%。一方面,中国作为发展中国家的代表,是血液透析需求大国；另一方面,随着国家医疗保险体系的不断完善及国民收入的提高,预计中国的血液透析人数在较长的时期内将保持快速的增长趋势。在这一行业背景下,AMC公司作为血液透析主要进口品牌之一,于2003年在中国杭州开设工厂。初期,其工厂的透析器产品全部外销欧美及日本市场。从2006年起其生产的产品才开始进入中国市场销售,与其他品牌相比,进入中国市场较晚,虽然其企业产品销售增长率较快,但在其企业早期市场营销发展阶段仍然难以避免的遇到了诸多营销渠道方面的问题。本文通过对我国医疗器械市场现状及血液透析行业市场情况的分析,结合工作实践,剖析AMC公司东北地区营销渠道中的实际问题。本文以营销渠道的相关理论为依据,论述了研究的背景、意义和论文写作思路,并针对AMC公司东北地区营销渠道结构不健全,代理商综合素质良莠不齐的状况,加之,市场发展速度较快,单位产品利润空间下降。虽然宏观方面总利润仍然在大幅度上升,但由于销售渠道环节过多,代理商实际获利成本显著上升,市场竞争加剧。本文运用SWOT分析法、波特五力模型法,有效的分析市场竞争环境,设计出适合区域发展的分销加直销的营销渠道方案,并制定出其方案的保障措施。本文的意义在于将营销渠道管理中的实际问题与相关理论有机的结合,对完善区域的渠道管理工作有着实用价值及实践意义。
[Abstract]:Hemodialysis therapy, as the main treatment for advanced nephropathy patients, is rapidly popularizing all over the world, and the growth rate of developing countries is as high as 15%. On the one hand, as a representative of a developing country, China is a big country in demand for hemodialysis; on the other hand, with the continuous improvement of the national medical insurance system and the increase of national income, China's hemodialysis population is expected to maintain a rapid growth trend for a longer period of time. As one of the main import brands of hemodialysis, AMC opened a factory in Hangzhou, China in 2003. At the beginning, its dialyzer products were exported to Europe, America and Japan. It was only in 2006 that its products began to enter the Chinese market. Compared with other brands, it entered the Chinese market later, although its enterprise product sales grew faster. However, in the early stage of marketing development of its enterprises, it is still unavoidable to encounter many problems in marketing channels. Based on the analysis of the current situation of medical device market and hemodialysis industry in China and the working practice, this paper analyzes the actual problems in the marketing channel of AMC Company in Northeast China. Based on the relevant theories of marketing channels, this paper discusses the background, significance and writing ideas of the research, and aims at the imperfect structure of marketing channels and the mixed quality of agents in the Northeast of AMC Company. The market develops fast, unit product profit space drops. Although the macro total profit is still rising by a large margin, due to too many sales channels, the agent's actual profit cost has risen significantly, and the market competition has intensified. In this paper, SWOT analysis method and Porter's five-force model method are used to analyze the market competition environment effectively, and the marketing channel scheme suitable for regional development is designed, and the safeguard measures of the scheme are worked out. The significance of this paper lies in the organic combination of practical problems in marketing channel management with relevant theories, which has practical value and practical significance in perfecting regional channel management.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.4

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