本文關(guān)鍵詞：NM公司數(shù)字X線攝像產(chǎn)品差異化策略研究　出處：《華東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 數(shù)字X射線攝像 市場細分 市場定位 差異化戰(zhàn)略

【摘要】：進入21世紀(jì)以來,隨著我國人民生活水平的提高,國民收入不斷增長,人們消費水平也進入了一個新的階段。在人類追求高品質(zhì)生活的同時,醫(yī)療服務(wù)也成為了人們生活不可或缺甚至重中之重的一個部分。有關(guān)統(tǒng)計數(shù)據(jù)顯示,至2020年中國超過65歲的人口比例將增加到13.6%,2050年將達到23.7%。隨著城市化步伐的深入,人口老齡化的發(fā)展以及老百姓對于自身健康意識的關(guān)注,對醫(yī)療條件要求的提高,我們更需要高效先進的醫(yī)療服務(wù)和保障體系。新醫(yī)療改革正步入快速車道,對疾病診治的醫(yī)療器械的需求量也同時上行增長,醫(yī)療器械產(chǎn)業(yè)也進入了快跑階段。科技與經(jīng)濟的高速發(fā)展,越來越多的新理論,新研究,新創(chuàng)造推動著社會生產(chǎn)力和社會的快速發(fā)展。未來中國醫(yī)療器械行業(yè)的發(fā)展空間十分巨大。根據(jù)中國醫(yī)療器械網(wǎng)報道,未來5年內(nèi),中國將超過日本,成為全球第二大醫(yī)療設(shè)備市場。隨著人們對醫(yī)療設(shè)施要求的提高,從三級甲等醫(yī)院到社區(qū)鄉(xiāng)鎮(zhèn)醫(yī)療服務(wù)所,各家醫(yī)院都紛紛采購更新醫(yī)療設(shè)備。影像設(shè)備作為醫(yī)療領(lǐng)域的領(lǐng)先科技更是快速發(fā)展,不斷更新。 本文在日新月異的醫(yī)療改革宏觀經(jīng)濟背景下,以及醫(yī)院紛紛更新醫(yī)療設(shè)備,并逐步實現(xiàn)全院醫(yī)療數(shù)字化的大趨勢下,通過對醫(yī)療市場的調(diào)研和分析,引出NM公司的數(shù)字X線攝像產(chǎn)品面對中國市場的機遇和挑戰(zhàn),根據(jù)企業(yè)自身的特點和資源以及其數(shù)字X線攝像產(chǎn)品在市場上的優(yōu)勢和劣勢,對醫(yī)院的需求深入調(diào)研,對數(shù)字X線攝像行業(yè)競爭進行比較,找準(zhǔn)其特定目標(biāo)市場的立足點,進行產(chǎn)品差異化競爭戰(zhàn)略分析,進而對其營銷戰(zhàn)略的優(yōu)化方案提出建議,找出對策。最后對差異化營銷戰(zhàn)略進行總結(jié)和驗證。
[Abstract]:Since twenty-first Century, with the improvement of people's living standards, the national income growth, people's consumption level has entered a new stage. In the human pursuit of high quality of life at the same time, the medical service has become the indispensable part of people's lives and even the priority among priorities. The statistics show that the proportion of the population to in 2020 Chinese over the age of 65 will increase to 13.6% in 2050 will reach 23.7%., along with the urbanization of the city in depth, the development of population aging and the people concerned about their health consciousness, the medical condition requirements increase, we need more medical service and security system, advanced. New medical reform is entering the fast lane. Demand for medical devices on disease diagnosis and treatment at the same time the upward growth of medical device industry, also entered the run stage. The rapid development of technology and economy, more and more A new study of new theory, new creation, and promote the rapid development of social productivity and social. The future development of space China medical equipment industry is huge. According to the Chinese medical network reported that the next 5 years, Chinese will overtake Japan to become the world's second largest medical device market. With the demand of the medical facilities increased from three hospitals to rural medical services, hospitals have updated purchasing medical equipment. Imaging equipment leading technology as the medical field is more rapid development, constantly updated.
In this paper, the medical reform change rapidly macroeconomic background, and hospitals have updated medical equipment, and gradually realize the trend of digital hospital, through the investigation and analysis of medical market, NM company leads digital X-ray imaging products face China market opportunities and challenges, and according to the characteristics of the enterprise itself and its digital resources X-ray imaging and the advantages and disadvantages of the product in the market, the research needs of the hospital, the digital X-ray imaging industry comparison, find its specific target market foothold, product analysis of differential competitive strategy, and to optimize the scheme of its marketing strategy recommendations, find out the countermeasures. Finally the difference marketing strategy summarize and verify.

【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F273.2;F426.6

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