G1医疗器械公司营销策略研究

发布时间：2018-02-26 23:09

本文关键词： 医疗器械营销策略市场细分　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：医疗器械在中国市场的销售前景广阔,这给在中国市场上销售塑胶医疗器械的公司G1带来了更多的机遇。但是,面对具有巨大空间但又竞争激烈的中国市场,G1公司没有清晰的营销管理思路。因此营销策略研究是公司必需面对的,开发并执行适应中国市场环境的营销策略是G1医疗器械公司需要解决的问题。本文以G1医疗器械公司作为研究的对象,提出了论文研究的背景、目的和重要意义,确定了研究方法和研究思路。接着对公司内部环境进行分析,提出其存在产品品种单一及其结构不平衡、区域开发不平衡、促销的模式单一等问题,并分析出缺乏本土的产品设计和模具制造能力、较差的市场管理和成本管理能力、销售人员匮乏是导致这些问题的原因。接着对宏观环境进行分析,分别从政治法律、经济、社会文化、技术等方面进行,运用波特五力模型对竞争环境进行了分析,并运用SWOT分析对公司的优势、劣势、机会、威胁进行了综合分析。在此基础上,制定了公司的目标市场决策,提出目标市场细分,并将市场定位在塑胶医疗器械的中高端市场。最后提出了公司新的营销策略,包括产品分层和扩展产品范围、产品定制化和服务差异化的产品策略;完整的定价系统、折扣的价格策略;加强销售人员的专业能力、分析客户需求、寻找客户、客户的管理和维护等方面进行的渠道策略;人员促销、公共关系促销、广告促销、互联网促销、市场调研和分析的促销策略;建立本土的技术能力中心、加强服务管理的经营管理策略以及营销策略实施的各个方面,包括完善人员配置、设计销售团队、管理销售团队。
[Abstract]:The prospect of sales of medical devices in the Chinese market is broad, which brings more opportunities to G1, a company that sells plastic medical devices in the Chinese market. In the face of the huge space but fierce competition in China, the G1 company does not have a clear marketing management idea. Therefore, the marketing strategy research is a must for the company. Developing and implementing marketing strategy adapted to Chinese market environment is the problem that G1 Medical device Company needs to solve. This paper takes G1 Medical device Company as the object of study, and puts forward the background, purpose and significance of this paper. After analyzing the internal environment of the company, the author points out that the products are single and its structure is unbalanced, the regional development is unbalanced, the promotion mode is single, and so on. The lack of local product design and mold manufacturing capability, poor market management and cost management, and the shortage of sales personnel are the causes of these problems. Social culture, technology and so on, this paper analyzes the competitive environment with Porter's five-force model, and uses SWOT analysis to analyze the company's strengths, weaknesses, opportunities and threats. The target market decision of the company is made, the target market segmentation is put forward, and the market is positioned in the middle and high end of the plastic medical device market. Finally, the new marketing strategy of the company is put forward, including product stratification and expansion of the product range. Product strategy of product customization and service differentiation; complete pricing system, discount pricing strategy; strengthening the professional ability of sales personnel, analyzing customer demand, finding customers, customer management and maintenance, etc. Promotion strategy of personnel promotion, public relations promotion, advertising promotion, internet promotion, market research and analysis; establishing local technical competence center, strengthening the management strategy of service management and all aspects of the implementation of marketing strategy, Including improving staffing, design sales team, management sales team.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

【相似文献】