SA医疗器械代理商市场营销策略研究

发布时间：2018-03-21 13:00

本文选题：市场营销　切入点：营销策略　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：作为发展最快的企业之一,医疗器械产业在面临金融危机阴影时依旧出现了逆市的增长和发展。据行业分析,医疗器械行业增长率在未来五年内可达到35%左右,可谓是前景较好。医疗器械行业内,代理商已经成为不少企业拓展市场空间以及缓解压力的有效手段之一,代理商性质的企业要想业务稳定发展、销售额持续增长,就必须时刻关注市场和客户,调整和优化市场策略,并开拓更符合客户需求的供应商。本文以典型的医疗器械代理公司SA公司为研究对象。首先,探讨医疗器械行业发展背景,对SA公司现有市场现状进行了分析；然后,运用TOWS和五力分析模型分析了企业发展内部环境和外部环境；,进而,就SA企业市场营销策略的现状进行分析；最后,提出营销策略的优化方案。
[Abstract]:As one of the fastest-growing enterprises, the medical device industry is still facing the shadow of the financial crisis. According to industry analysis, the growth rate of the medical device industry can reach about 35% in the next five years. In the medical device industry, agents have become one of the effective means for many enterprises to expand their market space and relieve pressure. If they want their business to develop steadily, the sales volume will continue to grow. We must always pay attention to the market and customers, adjust and optimize the market strategy, and open up more suitable suppliers. This paper takes SA Company, a typical medical device agency, as the research object. Firstly, the development background of the medical device industry is discussed. The present market situation of SA company is analyzed, and then the internal and external environment of enterprise development is analyzed by using TOWS and five-force analysis model, and then the present situation of marketing strategy of SA enterprise is analyzed. The optimization scheme of marketing strategy is put forward.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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