东软医疗CT产品美国市场营销策略研究
发布时间：2018-12-23 19:48
【摘要】：21世纪,我们已经进入了全球化和移动互联时代。为了更好的适应全球化的趋势,追求可持续性发展,中国的企业已经开始着手布局海外,开拓国际市场。在国家"走出去"战略的指引下,越来越多的中国企业到国(境)外去开展各种对外直接投资活动,包括境外投资办厂,境外加工装配,建立境外研发中心,建立国际销售网络,进行跨国并购等活动。伴随经济的发展、人口的增长、社会老龄化程度的提高,以及人们保健意识的增强,对全球医疗器械市场的需求持续快速扩大。近年来,尽管全球的经济增速受到了美国次贷危机和欧债危机的影响,但是医疗市场却依旧保持着年均10%的复合增长率。医学影像市场,作为全球医疗器械市场重要的一部分,扮演着举足轻重的角色。东软医疗是中国国内仅有的两家CT生产企业之一,也是中国唯——家将CT产品出口到海外的企业。美国是全球第一大医疗市场,所以将东软医疗CT产品作为大型医学影像产品进行美国市场营销策略的研究,更加具有特殊性和代表性。本文运用PEST模型、波特五力模型对东软医疗所处的内外部环境进行分析,找出影响企业发展的因素,分析了企业所在行业的竞争环境,明确了未来企业发展的方向。结合SWOT工具,导出适合公司在美国市场发展的营销策略。运用STP理论分析公司在美国市场选择的营销战略,并在营销战略的基础上,通过4PS理论来分析企业的组合营销策略。最后通过对营销策略的执行、实施和控制的分析,找出问题并提出解决方案。本文通过对东软医疗CT产品的美国市场营销策略的回顾和分析,找出目前东软医疗CT产品在美国营销策略中的问题,并尝试找到解决这些问题的方法。通过对东软医疗CT产品美国市场营销策略的回顾,将东软医疗CT产品在美国市场中的营销策略进行剖析总结,希翼对国产医疗器械行业的走出去营销战略具有借鉴和启示。
[Abstract]:In the 21 st century, we have entered the era of globalization and mobile interconnection. In order to better adapt to the trend of globalization and pursue sustainable development, Chinese enterprises have begun to layout overseas and open up international markets. Under the guidance of the state's "going out" strategy, more and more Chinese enterprises are going abroad to carry out various activities of foreign direct investment, including overseas investment in factories, overseas processing and assembly, and the establishment of overseas research and development centers. Establish international sales network, cross-border M & A and other activities. With the development of economy, the increase of population, the improvement of social aging and the enhancement of people's awareness of health care, the demand for the global medical device market continues to expand rapidly. In recent years, although global economic growth has been affected by the subprime mortgage crisis in the United States and the European debt crisis, the health care market has maintained an average compound growth rate of 10 percent a year. Medical imaging market, as an important part of the global medical device market, plays a pivotal role. Neusoft Medical is one of the only two CT manufacturers in China and the only one in China to export CT products overseas. The United States is the largest medical market in the world, so it is more specific and representative to study the marketing strategy of the United States as a large medical imaging product. In this paper, PEST model and Porter's five Force Model are used to analyze the internal and external environment of Neusoft Medical treatment, to find out the factors that affect the development of enterprises, to analyze the competitive environment of the industries in which the enterprises are located, and to clarify the direction of the development of enterprises in the future. Combined with SWOT tools, the marketing strategy suitable for the development of the company in the US market is derived. Based on the STP theory, this paper analyzes the marketing strategy chosen by the company in the United States. On the basis of the marketing strategy, the combined marketing strategy of the enterprise is analyzed through the 4PS theory. Finally, through the analysis of the implementation, implementation and control of marketing strategy, we find out the problem and put forward the solution. Based on the review and analysis of the American marketing strategies of Neusoft Medical CT products, this paper finds out the problems in the current American marketing strategies of Neusoft Medical CT products, and tries to find out the solutions to these problems. By reviewing the American marketing strategies of Neusoft Medical CT products, this paper analyzes and summarizes the marketing strategies of Neusoft Medical CT products in the American market.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4
本文编号：2390175
[Abstract]:In the 21 st century, we have entered the era of globalization and mobile interconnection. In order to better adapt to the trend of globalization and pursue sustainable development, Chinese enterprises have begun to layout overseas and open up international markets. Under the guidance of the state's "going out" strategy, more and more Chinese enterprises are going abroad to carry out various activities of foreign direct investment, including overseas investment in factories, overseas processing and assembly, and the establishment of overseas research and development centers. Establish international sales network, cross-border M & A and other activities. With the development of economy, the increase of population, the improvement of social aging and the enhancement of people's awareness of health care, the demand for the global medical device market continues to expand rapidly. In recent years, although global economic growth has been affected by the subprime mortgage crisis in the United States and the European debt crisis, the health care market has maintained an average compound growth rate of 10 percent a year. Medical imaging market, as an important part of the global medical device market, plays a pivotal role. Neusoft Medical is one of the only two CT manufacturers in China and the only one in China to export CT products overseas. The United States is the largest medical market in the world, so it is more specific and representative to study the marketing strategy of the United States as a large medical imaging product. In this paper, PEST model and Porter's five Force Model are used to analyze the internal and external environment of Neusoft Medical treatment, to find out the factors that affect the development of enterprises, to analyze the competitive environment of the industries in which the enterprises are located, and to clarify the direction of the development of enterprises in the future. Combined with SWOT tools, the marketing strategy suitable for the development of the company in the US market is derived. Based on the STP theory, this paper analyzes the marketing strategy chosen by the company in the United States. On the basis of the marketing strategy, the combined marketing strategy of the enterprise is analyzed through the 4PS theory. Finally, through the analysis of the implementation, implementation and control of marketing strategy, we find out the problem and put forward the solution. Based on the review and analysis of the American marketing strategies of Neusoft Medical CT products, this paper finds out the problems in the current American marketing strategies of Neusoft Medical CT products, and tries to find out the solutions to these problems. By reviewing the American marketing strategies of Neusoft Medical CT products, this paper analyzes and summarizes the marketing strategies of Neusoft Medical CT products in the American market.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4
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1 刘苑江;东软医疗CT产品美国市场营销策略研究[D];东北大学;2014年
，本文编号：2390175
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