本文選題：膠片　切入點(diǎn)：營(yíng)銷策略　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：本文作為對(duì)商業(yè)案例的研究報(bào)告，主要研究在中國(guó)隨著經(jīng)濟(jì)的不斷騰飛，人民的生活水平逐步提高，物質(zhì)生活和精神文化需求持續(xù)提升，對(duì)身體保健和疾病醫(yī)療也愈加重視的大背景下，給醫(yī)藥及醫(yī)療器械產(chǎn)業(yè)發(fā)展帶來(lái)了怎樣的機(jī)會(huì)。嘗試借鑒現(xiàn)代營(yíng)銷學(xué)理論并與實(shí)際工作相結(jié)合，對(duì)長(zhǎng)春市金諾醫(yī)療器械經(jīng)銷有限公司生產(chǎn)的膠片在國(guó)內(nèi)的營(yíng)銷策略進(jìn)行分析。 首先本文重點(diǎn)研究了當(dāng)今時(shí)代的國(guó)際、國(guó)內(nèi)以及企業(yè)所在省市的政治、經(jīng)濟(jì)、社會(huì)環(huán)境。對(duì)目前的醫(yī)療行業(yè)的宏觀環(huán)境和微觀環(huán)境做了深入的分析。 其次本文對(duì)長(zhǎng)春市金諾醫(yī)療器械經(jīng)銷有限公司及其生產(chǎn)的膠片做了詳細(xì)的介紹，闡明膠片市場(chǎng)的機(jī)會(huì)，判斷企業(yè)面臨的威脅與挑戰(zhàn)。根據(jù)市場(chǎng)細(xì)分原則對(duì)市場(chǎng)進(jìn)行全面分析，確定了公司的目標(biāo)市場(chǎng)，選擇市場(chǎng)定位和市場(chǎng)營(yíng)銷組合策略，重點(diǎn)介紹了膠片的產(chǎn)品策略，價(jià)格策略，渠道策略和促銷策略，以及在學(xué)術(shù)營(yíng)銷和經(jīng)銷商渠道管理方面所做的諸多工作。通過SWOT分析方法分析當(dāng)前企業(yè)遇到的機(jī)遇與挑戰(zhàn)，優(yōu)勢(shì)與劣勢(shì)。明確了在維護(hù)好現(xiàn)有市場(chǎng)份額的基礎(chǔ)上，根據(jù)企業(yè)產(chǎn)品的特點(diǎn)，積極拓展二三線城市中的一二級(jí)醫(yī)院的市場(chǎng)的營(yíng)銷目標(biāo)。為了實(shí)現(xiàn)企業(yè)的既定營(yíng)銷目標(biāo)，提出了相關(guān)的解決舉措： 第一，，在優(yōu)勢(shì)目標(biāo)市場(chǎng)積極大力開展企業(yè)自營(yíng)直銷模式，節(jié)約成本的同時(shí)，也將客戶資源牢牢的掌握在公司手里。 第二，對(duì)于劣勢(shì)目標(biāo)市場(chǎng)則加大與醫(yī)藥經(jīng)紀(jì)人和渠道商的合作，盡最大努力使本企業(yè)和經(jīng)紀(jì)人與渠道商合作共贏的優(yōu)勢(shì)發(fā)揮的淋漓盡致。 第三，在與同行業(yè)企業(yè)的產(chǎn)品進(jìn)行深入的對(duì)比分析后，進(jìn)行產(chǎn)品設(shè)計(jì)改良。為目標(biāo)市場(chǎng)提供差異化產(chǎn)品，并進(jìn)行差異化營(yíng)銷服務(wù)和營(yíng)銷戰(zhàn)略。從而樹立企業(yè)品牌形象，最終提高企業(yè)利潤(rùn)。 最后本文在通過以上的研究分析后，總結(jié)出了在政府的深化醫(yī)藥衛(wèi)生體制改革給中小醫(yī)療器械生產(chǎn)、經(jīng)營(yíng)企業(yè)帶來(lái)了大機(jī)遇的背景下，長(zhǎng)春市金諾醫(yī)療器械經(jīng)銷有限公司通過借鑒現(xiàn)代營(yíng)銷學(xué)理論與實(shí)際工作相結(jié)合，使其生產(chǎn)并銷售的醫(yī)學(xué)膠片在國(guó)內(nèi)市場(chǎng)的銷售有了更廣闊的額空間。
[Abstract]:This paper, as a research report on business cases, mainly studies in China, with the rapid development of economy, the living standard of the people is gradually improved, and the material life and spiritual and cultural needs continue to rise. Against the background of increasing attention to health care and disease care, what opportunities have been brought to the development of the pharmaceutical and medical device industries? try to draw lessons from modern marketing theories and combine them with practical work. This paper analyzes the domestic marketing strategy of the film produced by Changchun Jinnuo Medical device Distribution Co., Ltd. Firstly, this paper focuses on the international, domestic and provincial political, economic and social environment of the current era, and makes an in-depth analysis of the macro and micro environment of the current medical industry. Secondly, this article makes a detailed introduction to Changchun Jinnuo Medical device Distribution Co., Ltd and its film production, clarifies the opportunity of film market, judges the threats and challenges faced by enterprises, and makes a comprehensive analysis of the market according to the principle of market segmentation. The target market of the company is determined, the market orientation and marketing combination strategy are selected, and the product strategy, price strategy, channel strategy and promotion strategy of film are introduced. As well as many work done in academic marketing and dealer channel management. Through the SWOT analysis method to analyze the opportunities and challenges, advantages and disadvantages encountered by enterprises, clearly on the basis of maintaining the existing market share, According to the characteristics of enterprise products, we actively expand the marketing objectives of the first and second class hospitals in the second and third tier cities. In order to realize the established marketing objectives of the enterprises, we put forward some relevant solutions:. First, in the dominant target market to vigorously develop the enterprise direct selling model, saving costs, but also firmly grasp the customer resources in the hands of the company. Secondly, for the inferior target market, we should strengthen the cooperation with pharmaceutical brokers and channel dealers, and make our best efforts to bring the advantages of win-win cooperation between the enterprises and brokers into full play. Thirdly, after comparing and analyzing the products of the same industry and enterprises, we should improve the product design, provide the differentiated products for the target market, and carry on the differential marketing service and marketing strategy, so as to set up the brand image of the enterprise. Ultimately increase the profits of enterprises. Finally, through the above research and analysis, this paper concludes that the deepening of the reform of the medical and health system of the government has brought great opportunities to the production of small and medium-sized medical devices and the management of enterprises. Changchun Jinnuo Medical device Distribution Co., Ltd., by using modern marketing theory and practical work for reference, makes the sales of medical film produced and sold in the domestic market more extensive.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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