【摘要】：血液透析治療手段作為晚期腎病患者的主要治療方法,正在全球迅速普及,發(fā)展中國家增長率更是高達15%。一方面,中國作為發(fā)展中國家的代表,是血液透析需求大國；另一方面,隨著國家醫(yī)療保險體系的不斷完善及國民收入的提高,預計中國的血液透析人數(shù)在較長的時期內(nèi)將保持快速的增長趨勢。在這一行業(yè)背景下,AMC公司作為血液透析主要進口品牌之一,于2003年在中國杭州開設(shè)工廠。初期,其工廠的透析器產(chǎn)品全部外銷歐美及日本市場。從2006年起其生產(chǎn)的產(chǎn)品才開始進入中國市場銷售,與其他品牌相比,進入中國市場較晚,雖然其企業(yè)產(chǎn)品銷售增長率較快,但在其企業(yè)早期市場營銷發(fā)展階段仍然難以避免的遇到了諸多營銷渠道方面的問題。本文通過對我國醫(yī)療器械市場現(xiàn)狀及血液透析行業(yè)市場情況的分析,結(jié)合工作實踐,剖析AMC公司東北地區(qū)營銷渠道中的實際問題。本文以營銷渠道的相關(guān)理論為依據(jù),論述了研究的背景、意義和論文寫作思路,并針對AMC公司東北地區(qū)營銷渠道結(jié)構(gòu)不健全,代理商綜合素質(zhì)良莠不齊的狀況,加之,市場發(fā)展速度較快,單位產(chǎn)品利潤空間下降。雖然宏觀方面總利潤仍然在大幅度上升,但由于銷售渠道環(huán)節(jié)過多,代理商實際獲利成本顯著上升,市場競爭加劇。本文運用SWOT分析法、波特五力模型法,有效的分析市場競爭環(huán)境,設(shè)計出適合區(qū)域發(fā)展的分銷加直銷的營銷渠道方案,并制定出其方案的保障措施。本文的意義在于將營銷渠道管理中的實際問題與相關(guān)理論有機的結(jié)合,對完善區(qū)域的渠道管理工作有著實用價值及實踐意義。
[Abstract]:Hemodialysis therapy, as the main treatment for advanced nephropathy patients, is rapidly popularizing all over the world, and the growth rate of developing countries is as high as 15%. On the one hand, as a representative of a developing country, China is a big country in demand for hemodialysis; on the other hand, with the continuous improvement of the national medical insurance system and the increase of national income, China's hemodialysis population is expected to maintain a rapid growth trend for a longer period of time. As one of the main import brands of hemodialysis, AMC opened a factory in Hangzhou, China in 2003. At the beginning, its dialyzer products were exported to Europe, America and Japan. It was only in 2006 that its products began to enter the Chinese market. Compared with other brands, it entered the Chinese market later, although its enterprise product sales grew faster. However, in the early stage of marketing development of its enterprises, it is still unavoidable to encounter many problems in marketing channels. Based on the analysis of the current situation of medical device market and hemodialysis industry in China and the working practice, this paper analyzes the actual problems in the marketing channel of AMC Company in Northeast China. Based on the relevant theories of marketing channels, this paper discusses the background, significance and writing ideas of the research, and aims at the imperfect structure of marketing channels and the mixed quality of agents in the Northeast of AMC Company. The market develops fast, unit product profit space drops. Although the macro total profit is still rising by a large margin, due to too many sales channels, the agent's actual profit cost has risen significantly, and the market competition has intensified. In this paper, SWOT analysis method and Porter's five-force model method are used to analyze the market competition environment effectively, and the marketing channel scheme suitable for regional development is designed, and the safeguard measures of the scheme are worked out. The significance of this paper lies in the organic combination of practical problems in marketing channel management with relevant theories, which has practical value and practical significance in perfecting regional channel management.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F416.4

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