本文關鍵詞：某某集團醫(yī)用制品營銷戰(zhàn)略研究　出處：《西北大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 醫(yī)療器械 SWOT分析 營銷戰(zhàn)略 營銷策略

【摘要】：我國醫(yī)藥行業(yè)一直保持快速發(fā)展,醫(yī)療器械產業(yè)需求不斷釋放、增長,相關產業(yè)發(fā)展迅速。同時,國內民族品牌的崛起以及外資加快布局中國市場,競爭日益激烈,如何在激烈的競爭環(huán)境中保持快速增長和持續(xù)盈利,是擺在眾多企業(yè)面前的一個難題。市場作為商場的前線,對于打好這場沒有硝煙的戰(zhàn)役,營銷是關鍵戰(zhàn)場,營銷戰(zhàn)略關系重大。制定出符合企業(yè)實際的營銷戰(zhàn)略,才能保證企業(yè)的運營沿著正確的方向和軌跡發(fā)展。 文章首先對公司的外部環(huán)境進行分析,包括宏觀環(huán)境和競爭環(huán)境；其次對公司內部環(huán)境做了較詳盡的分析。通過內外部環(huán)境分析,結合本人多年的從業(yè)經驗,確定對公司營銷發(fā)展有重大影響的機會與威脅、優(yōu)勢與劣勢,通過SWOT分析確定公司“以風險控制為基礎、優(yōu)先考慮收入增長、強化管理效率提升”的營銷戰(zhàn)略指導思想和集中化競爭戰(zhàn)略,力爭把公司打造成中國最有效率的一次性醫(yī)用耗材供應商。然后根據(jù)STP理論分析我公司的目標市場及市場定位,按營銷戰(zhàn)略的四個基本維度：產品、渠道、價格、促銷分別分析我公司應采用的戰(zhàn)略方案,從而推導出我公司較具體的營銷戰(zhàn)略。最后提出本公司營銷戰(zhàn)略具體策略意見,這也是本文的意義所在。
[Abstract]:China's pharmaceutical industry has been maintaining rapid development, the medical device industry demand is constantly released, growth, rapid development of related industries. At the same time, the rise of domestic national brands and foreign investment to accelerate the layout of the Chinese market. Competition is becoming increasingly fierce, how to maintain rapid growth and sustained profits in the fierce competitive environment, is a difficult problem in front of many enterprises. As the front line of shopping malls, the market plays a good role in this battle without gunsmoke. Marketing is the key battlefield, and the marketing strategy is of great importance. Only when the marketing strategy is in line with the actual situation of the enterprise, can the operation of the enterprise develop in the correct direction and track. Firstly, the paper analyzes the external environment of the company, including the macro environment and competition environment. Secondly, it makes a detailed analysis of the company's internal and external environment. Through the analysis of internal and external environment, combined with my many years of experience, I determine the opportunities and threats, strengths and weaknesses that have a significant impact on the company's marketing development. Through SWOT analysis, the marketing strategy guiding ideology and centralized competition strategy of the company "based on risk control, giving priority to revenue growth and enhancing management efficiency" are determined. Strive to make the company into China's most efficient disposable medical supplies supplier. Then according to the STP theory analysis of our company's target market and market positioning, according to the four basic dimensions of marketing strategy: products, channels. Price and sales promotion are analyzed separately and the specific marketing strategy of our company is deduced. Finally, the author puts forward the specific tactics of our company's marketing strategy, which is also the meaning of this paper.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.4;F274

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