HM医疗器械公司国际市场营销策略研究

发布时间：2018-03-25 09:43

本文选题：医疗喉镜产业　切入点：中小型企业国际市场营销　出处：《北京交通大学》2017年硕士论文

【摘要】：据Kalorama Information机构预测,世界医疗器械贸易年增长幅度维持在8%左右,医疗器械市场将继续保持飞速发展。但2016年1月～10月,我国医疗器械对外贸易规模同比增长仅为1.76%,出口金额则同比下降2.82%。造成出这种贸易状况主要因为我国医疗器械在产品创新和质量控制方面仍与国际先进水平有较大差距,目前多数民营医疗器械企业还是处于“多小散”的状态中,难以在国际化贸易中获取竞争优势,实力亟待进一步增强。本文分析的目标为HM医疗器械公司,以下称HM医疗。其是一家自主研发生产麻醉可视喉镜的中小型企业,通过两年多不懈的产品研发和一年的国际市场推广,可视喉镜逐渐达到临床使用的要求,处于导入期向进入成长期过渡的阶段。目前国际喉镜行业发展迅速,除了传统光纤喉镜外,随着微创手术器械、影像系统、冷光源、现代电子、软件技术等医用类配套器械产业发展迅速,新型可视喉镜及电子喉镜相继问世,各大国际竞争品牌在新技术和新材料的运用及临床实践中不断推陈出新,具有先发优势,能够利用资本优势和渠道优势较早地形成了销售网络,占据较大的市场份额;而包括HM医疗在内的多数中国喉镜制造企业规模小、起步晚,且早期开发以仿制为主,科技力量积累较少,产品性能与国外产品有一定的差距,市场占有率较低。因此在国外大品牌为主导的复杂激烈的竞争环境中,HM医疗如何整合公司资源,找到适合自己的国际细分市场并采取合理的营销政策,最终取得不俗的市场占有率,提升企业的国际竞争力,就成为本文研究的课题。本文首先通过对国外经销商和医疗专家面对面交流获取的一手数据和二手海关进出口数据的分析基础上,了解估计国际市场的喉镜需求状况。根据HM医疗现阶段国际市场定位及营销组合的现状和问题,提出进行国际营销策略优化的必要性。在国际市场营销策略的优化设计上,采用环环相扣、层层深入的思维推进方式。首先通过分析宏观喉镜行业国际市场整体发展环境、中观行业竞争环境、微观市场竞争环境分析得出国际喉镜市场的竞争强度并提出HM医疗进行市场细分的必要性和紧迫性。继而根据STP理论进行喉镜国际市场细分、目标市场选择与竞争策略定位。基于上述竞争环境分析和市场定位提出4P营销组合策略。最后总结本论文研究,并对政府及行业组织提出相关政策建议,提出不足和未来展望。
[Abstract]:According to the forecast of Kalorama Information, the annual growth rate of the world medical device trade will be maintained at about 8%, and the medical device market will continue to develop rapidly. But from January to October 2016, The scale of China's foreign trade in medical devices only increased by 1.76% compared with the same period last year, while the export amount decreased by 2.822.The main reason for this trade situation is that China still has a big gap with the international advanced level in terms of product innovation and quality control. At present, most private medical device enterprises are still in the state of "more small scattered", so it is difficult to gain competitive advantage in international trade, and the strength needs to be further strengthened. HM Medical is a small and medium-sized enterprise that independently develops and produces anaesthetized visual laryngoscope. Through more than two years of unremitting product development and one year of international marketing, visual laryngoscope has gradually reached the requirements of clinical use. At present, the international laryngoscope industry is developing rapidly. In addition to traditional fiber-optic laryngoscope, with minimally invasive surgical instruments, image systems, cold light sources, modern electronics, With the rapid development of the medical equipment industry, such as software technology, new visual laryngoscope and electronic laryngoscope have emerged one after another. The major international competitive brands are constantly developing the old in the application of new technology and new materials and in clinical practice, and have the advantage of first-mover development. They were able to take advantage of their capital advantages and channel advantages to form a sales network earlier, occupying a large market share; while most Chinese laryngoscope manufacturing enterprises, including HM Medical, were small in scale, late in their start, and developed in the early stage mainly by imitation. The accumulation of scientific and technological forces is relatively small, the product performance has a certain gap with foreign products, and the market share is relatively low. Therefore, in the complex and fierce competition environment dominated by foreign big brands, HM medical care integrates company resources. Find a suitable international market segment and adopt reasonable marketing policies, finally obtain a good market share, enhance the international competitiveness of enterprises, First of all, based on the analysis of the primary data obtained by the face-to-face exchange of foreign dealers and medical experts and the import and export data of second-hand customs, To understand and estimate the demand for laryngoscope in the international market. According to the current situation and problems of the international market positioning and marketing mix of HM, the necessity of optimizing the international marketing strategy is put forward, and the optimal design of the international marketing strategy is put forward. Through the analysis of the overall development environment of the international market of the macro laryngoscope industry, the competition environment of the mesoscopic industry, By analyzing the competitive environment of microcosmic market, the competitive intensity of international laryngoscope market is obtained, and the necessity and urgency of market segmentation for HM medical treatment are put forward. Then, according to STP theory, the international market segmentation of laryngoscope is carried out. Based on the analysis of the above competitive environment and market positioning, the 4P marketing combination strategy is put forward. Finally, this paper summarizes the research of this paper, and puts forward the relevant policy suggestions to the government and industry organizations, and puts forward the shortcomings and future prospects.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426

【参考文献】