本文選題：醫(yī)療體制改革 + 基礎(chǔ)醫(yī)療�。� 參考：《中南大學(xué)》2013年碩士論文

【摘要】：摘要：我國醫(yī)療體制改革的重點(diǎn)是對(duì)基層醫(yī)療進(jìn)行改革。目前農(nóng)村醫(yī)療衛(wèi)生服務(wù)體系和城市社區(qū)醫(yī)療衛(wèi)生機(jī)構(gòu)的基礎(chǔ)醫(yī)療市場(chǎng)發(fā)展迅速。國家各級(jí)財(cái)政大力投入基礎(chǔ)醫(yī)療建設(shè),政府集中采購成為中低端醫(yī)療器械市場(chǎng)的重要采購方式。在醫(yī)療體制改革背景下,GE醫(yī)療集團(tuán)提出了優(yōu)化現(xiàn)有的營銷模式。本文在對(duì)市場(chǎng)營銷策略、戰(zhàn)略營銷模式和藍(lán)海戰(zhàn)略營銷模式進(jìn)行分析的基礎(chǔ)上,對(duì)我國醫(yī)療體制改革的現(xiàn)狀、目前我國醫(yī)療器械市場(chǎng)及行業(yè)競(jìng)爭(zhēng)情況以及醫(yī)療體制改革背景下對(duì)GE醫(yī)療集團(tuán)帶來的影響等方面進(jìn)行了探討,提出從市場(chǎng)定位,產(chǎn)品研發(fā),市場(chǎng)推廣,渠道覆蓋,售后服務(wù)以及客戶關(guān)系管理等方面不斷優(yōu)化營銷模式,先后推出"Channel B"和"Go Blue"等營銷模式,并從企業(yè)文化、公司產(chǎn)品,人力資源和考核考評(píng)等角度采取保障措施,不斷推進(jìn)營銷模式的優(yōu)化,從而在中低端市場(chǎng)也占有一席之地。
[Abstract]:Abstract: the reform of medical system in China is focused on the reform of primary medical care. At present, the rural medical and health service system and the basic medical market of urban community health institutions are developing rapidly. National finance at all levels invested heavily in the construction of basic medical treatment, and centralized government procurement has become an important procurement method in the low end medical device market. Under the background of medical system reform, GE Medical Group put forward to optimize the existing marketing model. Based on the analysis of marketing strategy, strategic marketing model and blue sea strategic marketing model, this paper analyzes the current situation of medical system reform in China. At present, the market and industry competition of medical devices in China and the influence on GE Medical Group under the background of medical system reform are discussed, and the market orientation, product research and development, market promotion and channel coverage are put forward. In the aspects of after-sales service and customer relationship management, the marketing mode has been optimized, such as "Channel B" and "go Blue", and the safeguard measures have been taken from the aspects of corporate culture, company products, human resources and examination and evaluation, etc. Continue to promote the optimization of marketing model, thus in the low-end market also occupies a place.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F416.4;F274;R197.1

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本文編號(hào)：1961263