M公司美国市场本地化营销策略研究

发布时间：2018-03-19 12:39

  本文选题：医疗器械　切入点：美国市场　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：各国人口出生率下降,随着人类寿命的极大延长,全球已经进入了老龄化人口时代,老龄化的到来又极大推动了医疗技术的发展。医疗行业成为未来最炙手可热又最有发展潜力的市场之一,但同时又因为众多资本的角逐而使得其竞争环境变得异常残酷。M公司作为典型的走出国门致力于发展海外市场的中小型医疗器械企业代表,美国作为医疗器械行业的第一大市场,如何在作为第一大医疗器械市场美国市场扩大市场份额,建立有M公司自身优势的营销策略,便成为了M公司的当务之急。本文以跨国公司本地化营销理论、PEST分析、波特五力模型及相关理论为指导,首先对M公司在美国市场所面临的政治环境、经济环境、社会环境和技术环境进行了分析,然后分析了 M公司的内外部环境,最后又使用SWOT工具对M公司自身所面临的机会和威胁、优势和劣势进行了深入的分析,明确了M公司的资源优势和核心竞争力。本文结合M公司在美国医疗器械市场本地化方面的实践和探索,解析我国医疗器械企业所处的国际市场环境,分析把握市场机遇,为其海外公司进行本地化市场策略提供经验之谈。同时也通过对M公司海外市场本地化探索的研究,尤其是其美国市场本地化过程中在产品规划、渠道规划、价格策略、促销政策、品牌建设、售后服务和人力资源保证七个方面进行剖析,对M公司为了融入美国这一第一大医疗器械市场所做的各种本地化营销工作进行全面的总结和评价。
[Abstract]:The birth rate of all countries has declined. With the great prolongation of human life, the world has entered the age of aging population. The advent of aging has greatly promoted the development of medical technology. The medical industry has become one of the hottest and most promising markets in the future. But at the same time, because of the numerous capital competition, the competition environment becomes extremely cruel. M company is a typical representative of the small and medium-sized medical device enterprises that go abroad and devote themselves to the development of overseas markets. As the largest market in the medical device industry, how can the United States expand its market share as the largest medical device market and establish a marketing strategy with M Company's own advantages? This paper, guided by pest analysis, Porter's five-force model and related theories, first of all, analyzes the political and economic environment that M Company faces in the American market. The social environment and technological environment are analyzed, and then the internal and external environment of M Company is analyzed. Finally, the opportunities and threats, strengths and weaknesses of M Company are analyzed by using SWOT tools. This paper analyzes the international market environment of medical device enterprises in our country, analyzes the market opportunities, and analyzes the international market environment of medical device enterprises in our country, combined with M Company's practice and exploration in the localization of the medical device market in the United States. Also through the research of M company's overseas market localization exploration, especially in the process of product planning, channel planning, price strategy in the United States market localization process, Promotion policy, brand building, after-sales service and human resource guarantee are analyzed in seven aspects, and a comprehensive summary and evaluation of various localization marketing work done by M Company in order to integrate into the largest medical device market in the United States is carried out.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4
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本文编号：1634310