长春市金诺公司医学胶片营销策略研究

发布时间：2018-03-15 05:15

本文选题：胶片　切入点：营销策略　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文作为对商业案例的研究报告，主要研究在中国随着经济的不断腾飞，人民的生活水平逐步提高，物质生活和精神文化需求持续提升，对身体保健和疾病医疗也愈加重视的大背景下，给医药及医疗器械产业发展带来了怎样的机会。尝试借鉴现代营销学理论并与实际工作相结合，对长春市金诺医疗器械经销有限公司生产的胶片在国内的营销策略进行分析。首先本文重点研究了当今时代的国际、国内以及企业所在省市的政治、经济、社会环境。对目前的医疗行业的宏观环境和微观环境做了深入的分析。其次本文对长春市金诺医疗器械经销有限公司及其生产的胶片做了详细的介绍，阐明胶片市场的机会，判断企业面临的威胁与挑战。根据市场细分原则对市场进行全面分析，确定了公司的目标市场，选择市场定位和市场营销组合策略，重点介绍了胶片的产品策略，价格策略，渠道策略和促销策略，以及在学术营销和经销商渠道管理方面所做的诸多工作。通过SWOT分析方法分析当前企业遇到的机遇与挑战，优势与劣势。明确了在维护好现有市场份额的基础上，根据企业产品的特点，积极拓展二三线城市中的一二级医院的市场的营销目标。为了实现企业的既定营销目标，提出了相关的解决举措：第一，，在优势目标市场积极大力开展企业自营直销模式，节约成本的同时，也将客户资源牢牢的掌握在公司手里。第二，对于劣势目标市场则加大与医药经纪人和渠道商的合作，尽最大努力使本企业和经纪人与渠道商合作共赢的优势发挥的淋漓尽致。第三，在与同行业企业的产品进行深入的对比分析后，进行产品设计改良。为目标市场提供差异化产品，并进行差异化营销服务和营销战略。从而树立企业品牌形象，最终提高企业利润。最后本文在通过以上的研究分析后，总结出了在政府的深化医药卫生体制改革给中小医疗器械生产、经营企业带来了大机遇的背景下，长春市金诺医疗器械经销有限公司通过借鉴现代营销学理论与实际工作相结合，使其生产并销售的医学胶片在国内市场的销售有了更广阔的额空间。
[Abstract]:This paper, as a research report on business cases, mainly studies in China, with the rapid development of economy, the living standard of the people is gradually improved, and the material life and spiritual and cultural needs continue to rise. Against the background of increasing attention to health care and disease care, what opportunities have been brought to the development of the pharmaceutical and medical device industries? try to draw lessons from modern marketing theories and combine them with practical work. This paper analyzes the domestic marketing strategy of the film produced by Changchun Jinnuo Medical device Distribution Co., Ltd. Firstly, this paper focuses on the international, domestic and provincial political, economic and social environment of the current era, and makes an in-depth analysis of the macro and micro environment of the current medical industry. Secondly, this article makes a detailed introduction to Changchun Jinnuo Medical device Distribution Co., Ltd and its film production, clarifies the opportunity of film market, judges the threats and challenges faced by enterprises, and makes a comprehensive analysis of the market according to the principle of market segmentation. The target market of the company is determined, the market orientation and marketing combination strategy are selected, and the product strategy, price strategy, channel strategy and promotion strategy of film are introduced. As well as many work done in academic marketing and dealer channel management. Through the SWOT analysis method to analyze the opportunities and challenges, advantages and disadvantages encountered by enterprises, clearly on the basis of maintaining the existing market share, According to the characteristics of enterprise products, we actively expand the marketing objectives of the first and second class hospitals in the second and third tier cities. In order to realize the established marketing objectives of the enterprises, we put forward some relevant solutions:. First, in the dominant target market to vigorously develop the enterprise direct selling model, saving costs, but also firmly grasp the customer resources in the hands of the company. Secondly, for the inferior target market, we should strengthen the cooperation with pharmaceutical brokers and channel dealers, and make our best efforts to bring the advantages of win-win cooperation between the enterprises and brokers into full play. Thirdly, after comparing and analyzing the products of the same industry and enterprises, we should improve the product design, provide the differentiated products for the target market, and carry on the differential marketing service and marketing strategy, so as to set up the brand image of the enterprise. Ultimately increase the profits of enterprises. Finally, through the above research and analysis, this paper concludes that the deepening of the reform of the medical and health system of the government has brought great opportunities to the production of small and medium-sized medical devices and the management of enterprises. Changchun Jinnuo Medical device Distribution Co., Ltd., by using modern marketing theory and practical work for reference, makes the sales of medical film produced and sold in the domestic market more extensive.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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