H公司神经电生理医疗器械产品营销模式研究

发布时间：2018-04-04 14:33

本文选题：H公司　切入点：神经电生理医疗器械产品　出处：《云南师范大学》2014年硕士论文

【摘要】：随着科学技术的进步，世界经济的发展和人们生活水平的提高，神经电生理医疗器械产品开始走进中国人们的生活。我国是医疗器械消费大国，市场潜力巨大，发展形势良好，尤其是近十年间，神经电生理医疗器械发展迅速，在医疗中中起到了无可替代的作用。神经电生理医疗器械产品是近十年发展起来的一个新兴领域,从发展趋势上看,神经电生理医疗工程是今后医疗行业的一个主要发展方向,完全可以像监护仪、家用血压计那样普及到每一个医院和家庭。因此，研究神经电生理医疗器械产品的营销模式具有十分重要的意义。目前，我国很多医疗器械的销售都采取企业销售代表上门拜访，中间经销商、贸易公司等商务运作的方式达成销售，这种销售手段的特点就是不断的夸大产品特性，取得短期的销售利益。在整个销售过程中不会对这些消费群体进行划分，对顾客的需求不了解，彼此之间也，没有存在一些必要的学术沟通，这样也很难激发销售者对其销售的产品产生正真消费的冲动。因此医疗器械行业有必要进行销售模式的创新。H公司作为是国内著名的专业研发、生产、销售神经电生理产品的高新技术企业。经过十余年的快速发展，已成为全球神经电生理领域富有核心竞争力的企业之一，在神经电生理事业中发挥了重要作用。因此，研究H公司神经电生理医疗器械产品营销模式也是十分必要的。同时，H公司在医疗器械市场方面具有一定的代表性，因此，本文以H公司神经电生理医疗器械产品作为研究对象。本文以H公司神经电生理医疗器械产品作为研究对象，整篇文章的结构大致如下：文章开头不仅阐述营销模式的概念，而且还详细地介绍了营销模式的类别，然后分析了H公司神经电生理医疗器械产品，这里的分析，是以市场营销策略、服务营销、关系营销以及4P理论为理论基础，紧接着，文章还对H公司营销模式进行了纵向的研究，对其当前的营销模式及其存在的一些不足进行了较为全面的分析，其次，通过采用优劣势分析法，进一步对H公司的发展环境进行分析。以前文的分析为理论基础，文章最后给出了一些关于H公司神经电生理医疗器械产品的营销策略的具体实施方案，，希望以此能够正确地引导其营销策略的选择以及具体的实施方案的制定。
[Abstract]:With the progress of science and technology, the development of the world economy and the improvement of people's living standard, the products of neuro-electrophysiological medical devices begin to come into the life of Chinese people.China is a large consumer of medical devices, the market potential is huge, the development situation is good, especially in the past ten years, neuroelectrophysiological medical devices have developed rapidly and played an irreplaceable role in medical treatment.Neuroelectrophysiological medical device products are a new field developed in the past ten years. Looking at the development trend, neuroelectrophysiological medical engineering is a major development direction of the medical industry in the future. It can be seen as a monitor.Household sphygmomanometers are so popular in every hospital and home.Therefore, it is of great significance to study the marketing model of neurophysiological medical device products.At present, many of the sales of medical devices in China are achieved by means of business operations such as on-site visits by enterprise sales representatives, intermediate dealers, trading companies, etc. This means of selling is characterized by constantly exaggerating the characteristics of products.Gain short-term sales benefits.Throughout the sales process, these consumer groups will not be divided, the needs of the customers will not be understood, and there will be no necessary academic communication between them.It is also difficult to stimulate the seller to sell the product to produce the real consumption impulse.Therefore, it is necessary for the medical device industry to innovate its sales model. H is a famous high-tech enterprise specialized in R & D, production and sale of neuro-electrophysiological products.With the rapid development of more than ten years, it has become one of the core competitive enterprises in the field of neuroelectrophysiology, which plays an important role in the field of neuroelectrophysiology.Therefore, it is necessary to study the marketing model of neuroelectrophysiological medical devices in H Company.At the same time, H company is representative in the medical device market. Therefore, this paper takes the neuroelectrophysiological medical device product of H company as the research object.In this paper, we take the neuroelectrophysiological medical device products of H Company as the research object. The structure of the whole article is as follows: at the beginning of the article, not only the concept of marketing mode is expounded, but also the category of marketing model is introduced in detail.Then we analyze the products of neuroelectrophysiological medical devices of H Company. The analysis here is based on the theory of marketing strategy, service marketing, relationship marketing and 4P theory.The article also has carried on the longitudinal research to the H company marketing pattern, has carried on the more comprehensive analysis to its present marketing pattern and its existence insufficiency, secondly, by adopting the superiority and inferiority analysis method,Further analyze the development environment of H Company.The previous analysis is the theoretical basis. At the end of the article, the author gives some specific implementation plans about the marketing strategy of neuro-electrophysiological medical device products in H Company.Hope to guide its marketing strategy selection and the formulation of specific implementation plan.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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