本文關(guān)鍵詞： 醫(yī)療器械 營銷策略 STP策略 營銷組合　出處：《蘇州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國老齡化社會的逐步逼近，人民對醫(yī)療服務(wù)的需求越來越高，高漲的需求也刺激我國醫(yī)療裝備器械行業(yè)在近年來得到迅猛發(fā)展。醫(yī)療產(chǎn)品的生產(chǎn)、研制、銷售己經(jīng)打破了行業(yè)地域界限，醫(yī)療器械生產(chǎn)和經(jīng)營單位快速增長。然而，目前我國的醫(yī)療設(shè)備行業(yè)基本上仍處于仿制、改進(jìn)及組合階段，并沒有達(dá)到國際同類產(chǎn)品水平。由于過度仿制，缺乏創(chuàng)新導(dǎo)致我國很多企業(yè)采用惡性低價競爭，采取零首付、使用后再付、低于成本價銷售等銷售手段，使得醫(yī)療裝備行業(yè)的利潤普遍低下，從而導(dǎo)致部分企業(yè)資金周轉(zhuǎn)困難，也沒有資金投入技術(shù)開發(fā)與創(chuàng)新，對企業(yè)和行業(yè)的技術(shù)進(jìn)步和發(fā)展不利。與此同時，國外的醫(yī)療裝備公司紛紛入駐中國，在這種情況下，作為中國的本土的醫(yī)療設(shè)備企業(yè)如何建立和鞏固銷售渠道，提高企業(yè)的品牌知名度、明確營銷策略等是眾多國內(nèi)醫(yī)療器械企業(yè)必須面臨與解決的問題。 本文以A醫(yī)療器械公司為研究對象，介紹了我國醫(yī)療器械行業(yè)在市場營銷管理方面存在的問題的相關(guān)背景，總結(jié)了我國醫(yī)療器械企業(yè)在市場營銷管理中存在的問題，提出論文研究的重要意義。然后從政治法律、經(jīng)濟(jì)、社會文化、技術(shù)四個方面對宏觀環(huán)境進(jìn)行了分析，運(yùn)用五力模型對競爭環(huán)境進(jìn)行了分析，同時，對公司的發(fā)展概況、資源與能力進(jìn)行了介紹。并探討了A公司的營銷現(xiàn)狀，指出其中存在產(chǎn)品結(jié)構(gòu)不合理、區(qū)域資源開發(fā)不完善、直銷模式弊病凸顯等問題。在此基礎(chǔ)上，運(yùn)用SWOT分析方法，分析該企業(yè)的優(yōu)勢、劣勢、機(jī)會、威脅。并明確了A公司營銷策略構(gòu)建的原則和思路，設(shè)計(jì)了A公司的STP策略以及從產(chǎn)品、渠道、服務(wù)、創(chuàng)新化營銷四個方面提出了A公司的營銷組合策略。最后，提出了A公司醫(yī)療器械營銷策略的實(shí)施。其主要實(shí)施舉措包括完善組織結(jié)構(gòu)、建立營銷人員招聘、培訓(xùn)機(jī)制、營銷工作激勵、加強(qiáng)市場營銷控制。希望通過本文的研究，，對于A醫(yī)療器械公司營銷策略的制定以及實(shí)施有一定的指導(dǎo)意義。
[Abstract]:With the gradual approaching of the aging society in our country, the people's demand for medical services is getting higher and higher. The soaring demand also stimulates the rapid development of the medical equipment and equipment industry in China in recent years. The production and development of medical products, Sales have broken the boundaries of the industry, and the production and management of medical devices have grown rapidly. However, at present, the medical equipment industry in China is still basically in the stage of imitation, improvement and combination. Because of excessive imitation and lack of innovation, many enterprises in our country adopt vicious low price competition, adopt zero down payment, pay after use, and sell at lower cost. As a result, the profits of medical equipment industry are generally low, thus causing some enterprises to have difficulty in capital flow and lack of funds to invest in technological development and innovation, which is not conducive to the technological progress and development of enterprises and industries. At the same time, Foreign medical equipment companies have moved into China one after another. Under such circumstances, how to establish and consolidate sales channels and enhance the brand awareness of the enterprises as the local medical equipment enterprises in China, Clear marketing strategy is a lot of domestic medical device enterprises must face and solve the problem. This paper takes A Medical device Company as the research object, introduces the related background of the problems existing in the marketing management of the medical device industry in our country, summarizes the problems existing in the marketing management of the medical device enterprise in our country. The significance of the thesis research is put forward. Then the macro-environment is analyzed from four aspects: political law, economy, social culture and technology, and the competitive environment is analyzed by using the five-force model. At the same time, the general situation of the development of the company is also discussed. This paper introduces the resources and ability, discusses the marketing situation of company A, and points out that there are some problems such as unreasonable product structure, imperfect development of regional resources, prominent disadvantages of direct selling mode and so on. On this basis, the SWOT analysis method is used. This paper analyzes the advantages, disadvantages, opportunities and threats of the company, and clarifies the principles and ideas for the construction of A company's marketing strategy, designs the STP strategy of company A and its products, channels, services, etc. Finally, it puts forward the implementation of A company's medical device marketing strategy. The main implementation measures include perfecting organization structure, establishing marketing personnel recruitment, training mechanism, etc. It is hoped that the research in this paper will be helpful to the formulation and implementation of the marketing strategy of A medical device company.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.4

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