A公司国内市场销售渠道策略研究
发布时间：2018-09-07 15:27
【摘要】：我国的医疗器械行业在改革开放以后有了飞速发展,从最初的单一小规模到丰富产品线,从模仿国外技术到具有一定的自我研发能力,从低端产品到中端科技产品,中国医疗器械行业正在慢慢缩小与发达国家之间的差距,但是大多数为中低端产品。中国渐入老龄化,需要大量的卫生健康投入,在这样的背景下,A公司作为国产医疗器械行业的佼佼者,如何从众多的企业中脱颖而出? A公司作为中国医疗设备创新研发领先的制造厂商,主要产品涵盖常规生命体征监护系列、超声影像、检验五大领域一百多种型号,已成为国内领先及在全球持续快速成长的中国医疗设备供应商,并在国内各省及国外设有多处分公司,在世界各地形成强大的分销和服务网络。经过17年的发展,尽管已经建立了比较成熟的销售渠道,但是近年来却出现了徘徊不前的趋势。 基于A公司在发展过程中遇到的渠道营销策略的问题,本文力图通过对A公司渠道营销的分析,结合中国医疗设备市场环境的实际情况、购买者的行为特征及中国医疗环境的现状,利用SWOT分析A公司的优势、劣势、机遇及挑战,运用市场营销学的4P及4C理论,为A公司提出比较完善成熟的国内营销渠道策略。本文的目的是针对该公司存在的问题探求帮助改进其营销渠道的方法,优化渠道资源配置,通过提高其营销渠道的运作效率,提升公司的综合竞争力,对整体提升国内营销业绩亦有所帮助。同时,该研究结果也对其他合资医疗器械企业提升其营销渠道有一定的参考价值。
[Abstract]:After the reform and opening up, the medical device industry in our country has developed rapidly, from a single small scale to a rich product line, from imitating foreign technology to having certain ability of self-research and development, from low-end products to mid-end scientific and technological products. China's medical device industry is slowly closing the gap with developed countries, but most are low-end products. China is gradually aging and needs a large amount of health investment. Under this background, as the leader of domestic medical device industry, how to stand out from many enterprises? Company A is the leading manufacturer of medical equipment innovation and development in China. Its main products include routine vital signs monitoring series, ultrasonic imaging, and inspection of more than 100 models in five major fields. Has become a leading domestic and rapid growth in the global medical equipment suppliers in China, and in the domestic provinces and foreign branches, the formation of a strong distribution and service network around the world. After 17 years of development, although has established a more mature sales channels, but in recent years there has been a hesitant trend. Based on the problem of channel marketing strategy in the process of development of company A, this paper tries to analyze the channel marketing of company A, combining with the actual situation of medical equipment market environment in China. The behavior characteristics of buyers and the current situation of medical environment in China, the advantages, disadvantages, opportunities and challenges of company A are analyzed by SWOT, and the 4P and 4C theories of marketing are used to put forward more mature domestic marketing channel strategies for A company. The purpose of this paper is to explore ways to help the company improve its marketing channel, optimize the distribution of channel resources, improve the efficiency of its marketing channel, and enhance the comprehensive competitiveness of the company. For the overall promotion of domestic marketing performance is also helpful. At the same time, the results also have some reference value for other joint venture medical device enterprises to enhance their marketing channels.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
本文编号：2228657
[Abstract]:After the reform and opening up, the medical device industry in our country has developed rapidly, from a single small scale to a rich product line, from imitating foreign technology to having certain ability of self-research and development, from low-end products to mid-end scientific and technological products. China's medical device industry is slowly closing the gap with developed countries, but most are low-end products. China is gradually aging and needs a large amount of health investment. Under this background, as the leader of domestic medical device industry, how to stand out from many enterprises? Company A is the leading manufacturer of medical equipment innovation and development in China. Its main products include routine vital signs monitoring series, ultrasonic imaging, and inspection of more than 100 models in five major fields. Has become a leading domestic and rapid growth in the global medical equipment suppliers in China, and in the domestic provinces and foreign branches, the formation of a strong distribution and service network around the world. After 17 years of development, although has established a more mature sales channels, but in recent years there has been a hesitant trend. Based on the problem of channel marketing strategy in the process of development of company A, this paper tries to analyze the channel marketing of company A, combining with the actual situation of medical equipment market environment in China. The behavior characteristics of buyers and the current situation of medical environment in China, the advantages, disadvantages, opportunities and challenges of company A are analyzed by SWOT, and the 4P and 4C theories of marketing are used to put forward more mature domestic marketing channel strategies for A company. The purpose of this paper is to explore ways to help the company improve its marketing channel, optimize the distribution of channel resources, improve the efficiency of its marketing channel, and enhance the comprehensive competitiveness of the company. For the overall promotion of domestic marketing performance is also helpful. At the same time, the results also have some reference value for other joint venture medical device enterprises to enhance their marketing channels.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.4
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