JK公司医疗器械营销渠道管理研究

发布时间：2018-03-03 06:45

本文选题：JK公司　切入点：医疗器械　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：作为全球发展最快、贸易最活跃的国际化产业之一,医疗器械产业市场的竞争是全球性、国际性的。市场监管严格,进入壁垒高,产品差异大,种类多样,各产品系列盈利能力差异明显都是该行业的特点。此外医疗器械行业也是一个能耗低、污染小、附加值高、知识密集型的国家重点支持的高科技产业。随着中国经济的发展,中国医疗器械市场容量不断增加,已成为全球关注的重点市场,跨国企业纷至沓来。国内生产厂商和经销企业数目增长很快,市场竞争日趋激烈,许多中小医疗企业由于渠道营销策略欠妥,营销渠道管理水平不高,制约了企业规模的发展。JK公司也面临着这样的问题。 JK公司在发展初期确定了联合经销商开发市场的营销模式,虽已有一定的规模,但是在营销渠道管理上存在着许多问题,具体表现在：营销渠道单一和密度不够导致市场覆盖率和占有率不理想；没有建立科学的经销商选择标准,经销队伍的管理和控制力不强；渠道冲突处理不及时,渠道的管理粗放等。这些问题大大制约了JK公司的发展,因此调整营销渠道策略,加强对渠道的领导和管理,提升渠道对目标市场的占有,己迫在眉捷。面对如今激烈的市场竞争,企业的市场表现在一定程度上受制于营销渠道,因此许多名优企业把营销渠道视为开拓和占领市场的关键。文章首先回顾了营销渠道的相关理论,然后对JK公司的行业环境、营销渠道及模式进行了分析,指出了JK公司的营销渠道现状和问题,在此基础上,研究了JK公司的渠道设计,明确JK公司营销渠道优化重构的基本思路,最后对JK营销渠道实施及保障提出了改进的建议。本文是一篇侧重于JK公司实践方面的研究文章,探讨如何建设有自己特色的高效营销网络,以占领和拓展国内市场份额。希望对JK公司和其他医疗设备企业的渠道管理有所裨益,并一定程度上促进医疗设备行业的发展。
[Abstract]:As one of the fastest growing and most active international industries in the world, the market competition in the medical device industry is global and international. In addition, the medical device industry is also a high-tech industry with low energy consumption, low pollution, high value-added and knowledge-intensive state support. With the development of China's economy, The increasing capacity of China's medical device market has become a key market in the world, and multinational enterprises are coming in. The number of domestic manufacturers and distribution enterprises is growing rapidly, and the market competition is becoming increasingly fierce. Many small and medium-sized medical enterprises are faced with such problems because of poor channel marketing strategy and low level of marketing channel management, which restricts the development of enterprise scale. JK Company has determined the marketing model of the joint dealer development market in the early stage of development. Although it has a certain scale, there are many problems in the marketing channel management. The concrete manifestation is: the marketing channel is single and the density is not enough to cause the market coverage and the occupation rate is not ideal; does not establish the scientific dealer choice standard, the distribution team's management and the control ability is not strong, the channel conflict processing is not in time, These problems have greatly restricted the development of JK Company, so it is urgent to adjust the marketing channel strategy, strengthen the leadership and management of the channel, and enhance the possession of the target market. In the face of today's fierce market competition, the market performance of enterprises is limited to some extent by marketing channels, so many famous and excellent enterprises regard marketing channels as the key to develop and occupy the market. Then it analyzes the industry environment, marketing channel and mode of JK Company, points out the current situation and problems of JK Company's marketing channel, and then studies the channel design of JK Company. This paper makes clear the basic idea of JK Company's marketing channel optimization and reconfiguration, and finally puts forward some suggestions to improve JK marketing channel implementation and guarantee. This paper is a research article focusing on JK company's practice. This paper discusses how to build an efficient marketing network with its own characteristics in order to occupy and expand the domestic market share. It is hoped that it will benefit the channel management of JK Company and other medical equipment enterprises and promote the development of medical equipment industry to a certain extent.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.4

【参考文献】