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(lèi)型：學(xué)位論文

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【摘要】：進(jìn)入21世紀(jì)以來(lái),隨著我國(guó)人民生活水平的提高,國(guó)民收入不斷增長(zhǎng),人們消費(fèi)水平也進(jìn)入了一個(gè)新的階段。在人類(lèi)追求高品質(zhì)生活的同時(shí),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(gè)部分。有關(guān)統(tǒng)計(jì)數(shù)據(jù)顯示,至2020年中國(guó)超過(guò)65歲的人口比例將增加到13.6%,2050年將達(dá)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(duì)于自身健康意識(shí)的關(guān)注,對(duì)醫(yī)療條件要求的提高,我們更需要高效先進(jìn)的醫(yī)療服務(wù)和保障體系。新醫(yī)療改革正步入快速車(chē)道,對(duì)疾病診治的醫(yī)療器械的需求量也同時(shí)上行增長(zhǎng),醫(yī)療器械產(chǎn)業(yè)也進(jìn)入了快跑階段�？萍寂c經(jīng)濟(jì)的高速發(fā)展,越來(lái)越多的新理論,新研究,新創(chuàng)造推動(dòng)著社會(huì)生產(chǎn)力和社會(huì)的快速發(fā)展。未來(lái)中國(guó)醫(yī)療器械行業(yè)的發(fā)展空間十分巨大。根據(jù)中國(guó)醫(yī)療器械網(wǎng)報(bào)道,未來(lái)5年內(nèi),中國(guó)將超過(guò)日本,成為全球第二大醫(yī)療設(shè)備市場(chǎng)。隨著人們對(duì)醫(yī)療設(shè)施要求的提高,從三級(jí)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(gòu)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(jì)背景下,以及醫(yī)院紛紛更新醫(yī)療設(shè)備,并逐步實(shí)現(xiàn)全院醫(yī)療數(shù)字化的大趨勢(shì)下,通過(guò)對(duì)醫(yī)療市場(chǎng)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(duì)中國(guó)市場(chǎng)的機(jī)遇和挑戰(zhàn),根據(jù)企業(yè)自身的特點(diǎn)和資源以及其數(shù)字X線攝像產(chǎn)品在市場(chǎng)上的優(yōu)勢(shì)和劣勢(shì),對(duì)醫(yī)院的需求深入調(diào)研,對(duì)數(shù)字X線攝像行業(yè)競(jìng)爭(zhēng)進(jìn)行比較,找準(zhǔn)其特定目標(biāo)市場(chǎng)的立足點(diǎn),進(jìn)行產(chǎn)品差異化競(jìng)爭(zhēng)戰(zhàn)略分析,進(jìn)而對(duì)其營(yíng)銷(xiāo)戰(zhàn)略的優(yōu)化方案提出建議,找出對(duì)策。最后對(duì)差異化營(yíng)銷(xiāo)戰(zhàn)略進(jìn)行總結(jié)和驗(yàn)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(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F273.2;F426.6

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