MT公司医疗软件产品的差异化营销策略优化研究

发布时间：2018-05-02 12:18

本文选题：医疗软件产品 + 市场细分　；参考：《浙江理工大学》2017年硕士论文

【摘要】：医疗软件产品是医疗信息化建设的核心,尤其是在当今医疗卫生水平蓬勃发展的形式下,医疗软件行业面临着巨大的商机,在这种情况下,大批的医疗软件企业涌现出来,从而形成激烈的市场竞争态势。企业要提高自身的优势,扩大市场份额,就要根据其自身的特点来采取差异化营销策略,这样才能在激烈的市场竞争者获取领先优势,最终赢得更多的客户。MT公司是一家专业从事医疗软件产品研发的企业,面临着宏观环境和产业环境以及激烈的市场竞争威胁,在实施差异化营销策略的过程中,面临着一系列的问题,因此,对其医疗软件产品差异化营销策略进行优化显得尤为重要。本文以MT公司作为研究对象,首先,对其概况和医疗软件产品的宏观环境以及微观环境进行分析;其次,对MT公司医疗软件产品的市场细分和差异化营销策略进行深入的剖析,并根据用户访谈找出其中的不足之处;最后,根据以上分析,对当前的差异化营销策略提出相应的优化建议和保障措施。差异化营销策略的优化,可以使企业在激烈的市场竞争者凸显自身优势,最终提升公司的盈利能力和市场份额。本文的研究,一方面,为MT公司医疗软件产品的差异化营销策略优化,提供理论指导;另一方面,也为整个医疗软件产品行业的差异化营销提供一定的实践参考。
[Abstract]:The medical software product is the core of the medical information construction, especially in the form of the booming development of the medical and health level, the medical software industry is facing enormous business opportunities, in this case, a large number of medical software enterprises emerge. Thus forms the fierce market competition situation. In order to improve their own advantages and expand their market share, enterprises should adopt differentiated marketing strategies according to their own characteristics, so that they can gain the leading advantage in the fierce market competitors. Finally win more customers. MT company is a professional medical software product research and development enterprises, facing the macro environment and industrial environment and fierce market competition threat, in the implementation of differentiated marketing strategy process, Faced with a series of problems, it is particularly important to optimize the differentiation marketing strategy of its medical software products. In this paper, MT company as the research object, first of all, to analyze its general situation and the macro and micro environment of medical software products; secondly, to analyze the market segmentation and differentiated marketing strategy of medical software products of MT company. And according to the user interviews to find out the shortcomings; finally, according to the above analysis, the current differential marketing strategy to put forward the corresponding optimization suggestions and safeguards. The optimization of differentiated marketing strategy can make enterprises highlight their own advantages in the fierce market competitors and ultimately enhance the profitability and market share of the company. The research of this paper, on the one hand, provides theoretical guidance for the optimization of the differentiation marketing strategy of medical software products of MT Company; on the other hand, it also provides a certain practical reference for the differential marketing of the whole medical software products industry.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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