正向医疗设备管理系统市场营销策略优化研究

发布时间：2018-06-21 22:14

本文选题：设备管理 + 营销策略　；参考：《郑州大学》2015年硕士论文

【摘要】：自我国实行改革开放以来,西方企业营销理论和方法逐步在我国得到广泛应用和传播,大多数企业采取了效仿的方式。进入21世纪以来,市场营销的理论和实践发也生了重大变化。首先是在市场营销中电子商务活动日益增加；商家也为争取客户竞争非常激烈；降低成本与微利销售势必成为主流,销售人员所发挥的作用更显突出；其次是营销理念也发生了变革,“一切为了客户,为了客户的一切”成为企业的宗旨。医疗设备管理系统的概念在2003年首先有我们公司提出后,并组织人员开、销售,并逐步在医疗领域发展起来的一个新兴行业,产品的整个销售过程中也是处于“摸着石头过河”的态势,通过几年的发展,以及我公司技术的流失,国内在该领域出现了同行业的崛起,也给整个行业带来竞争态势,致使该产品的微利时代的提前到来,随着竞争的日益加大,迫使着同行业不得不寻求一种新的销售模式及发展机会。本论文首先从微观和宏观两个方面分别阐述了医疗设备管理系统的现状、产品优势、行业状况、竞争对手主要情况、以及该产品存在的风险及其应对措施,其次又从正向医疗设备管理系统营销策略的现状及其存在的主要问题进行了全面的阐述,最后根据实际情况的分析,总结出一套切实可行的营销策略及改进措施,改进措施主要从产品策略、价格策略、营销策略等方面大胆的提出了新的经营理念及营销策略,该营销策略从实际出发,抓住经销商及终端客户需求,逐级制定销售策略,势必为下一步正向医疗设备管理系统的销售起到积极影响。本文的最大特点从实际出发,深刻剖析了医疗设备管理系统的行业特色,不仅将医疗设备管理系统的概念、产品功能系统的做了详细介绍,根据产品的特殊性制定出了完整的销售策略。该产品是针对医院医疗设备费用流失进行控制的专业产品,从医疗设备管理系统自身来讲是一个非常“冷门"的行业,其专业性比较强,产品营销方面也有其特殊性,所以需要根据实际情况制定营销策略。
[Abstract]:Since the implementation of China's reform and opening up, the marketing theories and methods of western enterprises have been widely used and disseminate in our country. Most enterprises have taken the way of imitation. Since twenty-first Century, the theory and practice of marketing have also changed greatly. Striving for customer competition is very fierce; cost reduction and small profit sales are bound to become the mainstream, the sales staff play a more prominent role; secondly, the marketing concept has also changed, "everything for customers, for the customers" to become the purpose of the enterprise. The concept of medical equipment management system was first proposed by our company in 2003. After coming out, and organizing people to open, sell, and gradually develop a new industry in the medical field, the whole sales process of the product is in the situation of "feeling stone crossing the river". Through the development of several years and the loss of our company technology, the domestic industry has emerged in this field, and it also brings a competitive state to the whole industry. It leads to the advance of the product's small profit era. With the increasing competition, it compels the same industry to seek a new sales model and development opportunity. This paper first expounds the status of the medical equipment management system, the product advantages, the industry status and the main competition of the competitors from the two aspects of the micro and macro aspects. The present situation of the marketing strategy of the positive medical equipment management system and its main problems are expounded. Finally, according to the analysis of the actual situation, a set of practical marketing strategy and improvement measures are summed up, and the improvement measures are mainly from the product strategy and the price strategy. The marketing strategy and other aspects put forward a new management concept and marketing strategy. The marketing strategy, starting from the reality, grabs the needs of the dealers and terminal customers and formulating the sales strategy step by step, is bound to have a positive impact on the sale of the medical equipment management system. The characteristics of the treatment equipment management system not only introduce the concept of the medical equipment management system, the product function system, but also make a complete sales strategy according to the particularity of the product. This product is a professional product which controls the loss of medical equipment cost in the hospital. It is one of the medical equipment management system itself. A very "cold" industry, its professionalism is relatively strong, product marketing has its own particularity, so we need to formulate marketing strategy according to the actual situation.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.46;F274

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