【摘要】：我國(guó)的醫(yī)療器械行業(yè)在改革開(kāi)放以后有了飛速發(fā)展,從最初的單一小規(guī)模到豐富產(chǎn)品線,從模仿國(guó)外技術(shù)到具有一定的自我研發(fā)能力,從低端產(chǎn)品到中端科技產(chǎn)品,中國(guó)醫(yī)療器械行業(yè)正在慢慢縮小與發(fā)達(dá)國(guó)家之間的差距,但是大多數(shù)為中低端產(chǎn)品。中國(guó)漸入老齡化,需要大量的衛(wèi)生健康投入,在這樣的背景下,A公司作為國(guó)產(chǎn)醫(yī)療器械行業(yè)的佼佼者,如何從眾多的企業(yè)中脫穎而出? A公司作為中國(guó)醫(yī)療設(shè)備創(chuàng)新研發(fā)領(lǐng)先的制造廠商,主要產(chǎn)品涵蓋常規(guī)生命體征監(jiān)護(hù)系列、超聲影像、檢驗(yàn)五大領(lǐng)域一百多種型號(hào),已成為國(guó)內(nèi)領(lǐng)先及在全球持續(xù)快速成長(zhǎng)的中國(guó)醫(yī)療設(shè)備供應(yīng)商,并在國(guó)內(nèi)各省及國(guó)外設(shè)有多處分公司,在世界各地形成強(qiáng)大的分銷(xiāo)和服務(wù)網(wǎng)絡(luò)。經(jīng)過(guò)17年的發(fā)展,盡管已經(jīng)建立了比較成熟的銷(xiāo)售渠道,但是近年來(lái)卻出現(xiàn)了徘徊不前的趨勢(shì)。 基于A公司在發(fā)展過(guò)程中遇到的渠道營(yíng)銷(xiāo)策略的問(wèn)題,本文力圖通過(guò)對(duì)A公司渠道營(yíng)銷(xiāo)的分析,結(jié)合中國(guó)醫(yī)療設(shè)備市場(chǎng)環(huán)境的實(shí)際情況、購(gòu)買(mǎi)者的行為特征及中國(guó)醫(yī)療環(huán)境的現(xiàn)狀,利用SWOT分析A公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇及挑戰(zhàn),運(yùn)用市場(chǎng)營(yíng)銷(xiāo)學(xué)的4P及4C理論,為A公司提出比較完善成熟的國(guó)內(nèi)營(yíng)銷(xiāo)渠道策略。本文的目的是針對(duì)該公司存在的問(wèn)題探求幫助改進(jìn)其營(yíng)銷(xiāo)渠道的方法,優(yōu)化渠道資源配置,通過(guò)提高其營(yíng)銷(xiāo)渠道的運(yùn)作效率,提升公司的綜合競(jìng)爭(zhēng)力,對(duì)整體提升國(guó)內(nèi)營(yíng)銷(xiāo)業(yè)績(jī)亦有所幫助。同時(shí),該研究結(jié)果也對(duì)其他合資醫(yī)療器械企業(yè)提升其營(yíng)銷(xiāo)渠道有一定的參考價(jià)值。
[Abstract]:After the reform and opening up, the medical device industry in our country has developed rapidly, from a single small scale to a rich product line, from imitating foreign technology to having certain ability of self-research and development, from low-end products to mid-end scientific and technological products. China's medical device industry is slowly closing the gap with developed countries, but most are low-end products. China is gradually aging and needs a large amount of health investment. Under this background, as the leader of domestic medical device industry, how to stand out from many enterprises? Company A is the leading manufacturer of medical equipment innovation and development in China. Its main products include routine vital signs monitoring series, ultrasonic imaging, and inspection of more than 100 models in five major fields. Has become a leading domestic and rapid growth in the global medical equipment suppliers in China, and in the domestic provinces and foreign branches, the formation of a strong distribution and service network around the world. After 17 years of development, although has established a more mature sales channels, but in recent years there has been a hesitant trend. Based on the problem of channel marketing strategy in the process of development of company A, this paper tries to analyze the channel marketing of company A, combining with the actual situation of medical equipment market environment in China. The behavior characteristics of buyers and the current situation of medical environment in China, the advantages, disadvantages, opportunities and challenges of company A are analyzed by SWOT, and the 4P and 4C theories of marketing are used to put forward more mature domestic marketing channel strategies for A company. The purpose of this paper is to explore ways to help the company improve its marketing channel, optimize the distribution of channel resources, improve the efficiency of its marketing channel, and enhance the comprehensive competitiveness of the company. For the overall promotion of domestic marketing performance is also helpful. At the same time, the results also have some reference value for other joint venture medical device enterprises to enhance their marketing channels.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.4

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