NM公司数字X线摄像产品差异化策略研究

发布时间：2018-01-18 07:05

本文关键词：NM公司数字X线摄像产品差异化策略研究　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：进入21世纪以来,随着我国人民生活水平的提高,国民收入不断增长,人们消费水平也进入了一个新的阶段。在人类追求高品质生活的同时,医疗服务也成为了人们生活不可或缺甚至重中之重的一个部分。有关统计数据显示,至2020年中国超过65岁的人口比例将增加到13.6%,2050年将达到23.7%。随着城市化步伐的深入,人口老龄化的发展以及老百姓对于自身健康意识的关注,对医疗条件要求的提高,我们更需要高效先进的医疗服务和保障体系。新医疗改革正步入快速车道,对疾病诊治的医疗器械的需求量也同时上行增长,医疗器械产业也进入了快跑阶段。科技与经济的高速发展,越来越多的新理论,新研究,新创造推动着社会生产力和社会的快速发展。未来中国医疗器械行业的发展空间十分巨大。根据中国医疗器械网报道,未来5年内,中国将超过日本,成为全球第二大医疗设备市场。随着人们对医疗设施要求的提高,从三级甲等医院到社区乡镇医疗服务所,各家医院都纷纷采购更新医疗设备。影像设备作为医疗领域的领先科技更是快速发展,不断更新。本文在日新月异的医疗改革宏观经济背景下,以及医院纷纷更新医疗设备,并逐步实现全院医疗数字化的大趋势下,通过对医疗市场的调研和分析,引出NM公司的数字X线摄像产品面对中国市场的机遇和挑战,根据企业自身的特点和资源以及其数字X线摄像产品在市场上的优势和劣势,对医院的需求深入调研,对数字X线摄像行业竞争进行比较,找准其特定目标市场的立足点,进行产品差异化竞争战略分析,进而对其营销战略的优化方案提出建议,找出对策。最后对差异化营销战略进行总结和验证。
[Abstract]:Since twenty-first Century, with the improvement of people's living standards, the national income growth, people's consumption level has entered a new stage. In the human pursuit of high quality of life at the same time, the medical service has become the indispensable part of people's lives and even the priority among priorities. The statistics show that the proportion of the population to in 2020 Chinese over the age of 65 will increase to 13.6% in 2050 will reach 23.7%., along with the urbanization of the city in depth, the development of population aging and the people concerned about their health consciousness, the medical condition requirements increase, we need more medical service and security system, advanced. New medical reform is entering the fast lane. Demand for medical devices on disease diagnosis and treatment at the same time the upward growth of medical device industry, also entered the run stage. The rapid development of technology and economy, more and more A new study of new theory, new creation, and promote the rapid development of social productivity and social. The future development of space China medical equipment industry is huge. According to the Chinese medical network reported that the next 5 years, Chinese will overtake Japan to become the world's second largest medical device market. With the demand of the medical facilities increased from three hospitals to rural medical services, hospitals have updated purchasing medical equipment. Imaging equipment leading technology as the medical field is more rapid development, constantly updated.
In this paper, the medical reform change rapidly macroeconomic background, and hospitals have updated medical equipment, and gradually realize the trend of digital hospital, through the investigation and analysis of medical market, NM company leads digital X-ray imaging products face China market opportunities and challenges, and according to the characteristics of the enterprise itself and its digital resources X-ray imaging and the advantages and disadvantages of the product in the market, the research needs of the hospital, the digital X-ray imaging industry comparison, find its specific target market foothold, product analysis of differential competitive strategy, and to optimize the scheme of its marketing strategy recommendations, find out the countermeasures. Finally the difference marketing strategy summarize and verify.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.6

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