本文選題：醫(yī)療軟件產(chǎn)品 + 市場細(xì)分　； 參考：《浙江理工大學(xué)》2017年碩士論文

【摘要】：醫(yī)療軟件產(chǎn)品是醫(yī)療信息化建設(shè)的核心,尤其是在當(dāng)今醫(yī)療衛(wèi)生水平蓬勃發(fā)展的形式下,醫(yī)療軟件行業(yè)面臨著巨大的商機(jī),在這種情況下,大批的醫(yī)療軟件企業(yè)涌現(xiàn)出來,從而形成激烈的市場競爭態(tài)勢。企業(yè)要提高自身的優(yōu)勢,擴(kuò)大市場份額,就要根據(jù)其自身的特點(diǎn)來采取差異化營銷策略,這樣才能在激烈的市場競爭者獲取領(lǐng)先優(yōu)勢,最終贏得更多的客戶。MT公司是一家專業(yè)從事醫(yī)療軟件產(chǎn)品研發(fā)的企業(yè),面臨著宏觀環(huán)境和產(chǎn)業(yè)環(huán)境以及激烈的市場競爭威脅,在實(shí)施差異化營銷策略的過程中,面臨著一系列的問題,因此,對其醫(yī)療軟件產(chǎn)品差異化營銷策略進(jìn)行優(yōu)化顯得尤為重要。本文以MT公司作為研究對象,首先,對其概況和醫(yī)療軟件產(chǎn)品的宏觀環(huán)境以及微觀環(huán)境進(jìn)行分析;其次,對MT公司醫(yī)療軟件產(chǎn)品的市場細(xì)分和差異化營銷策略進(jìn)行深入的剖析,并根據(jù)用戶訪談?wù)页銎渲械牟蛔阒?最后,根據(jù)以上分析,對當(dāng)前的差異化營銷策略提出相應(yīng)的優(yōu)化建議和保障措施。差異化營銷策略的優(yōu)化,可以使企業(yè)在激烈的市場競爭者凸顯自身優(yōu)勢,最終提升公司的盈利能力和市場份額。本文的研究,一方面,為MT公司醫(yī)療軟件產(chǎn)品的差異化營銷策略優(yōu)化,提供理論指導(dǎo);另一方面,也為整個(gè)醫(yī)療軟件產(chǎn)品行業(yè)的差異化營銷提供一定的實(shí)踐參考。
[Abstract]:The medical software product is the core of the medical information construction, especially in the form of the booming development of the medical and health level, the medical software industry is facing enormous business opportunities, in this case, a large number of medical software enterprises emerge. Thus forms the fierce market competition situation. In order to improve their own advantages and expand their market share, enterprises should adopt differentiated marketing strategies according to their own characteristics, so that they can gain the leading advantage in the fierce market competitors. Finally win more customers. MT company is a professional medical software product research and development enterprises, facing the macro environment and industrial environment and fierce market competition threat, in the implementation of differentiated marketing strategy process, Faced with a series of problems, it is particularly important to optimize the differentiation marketing strategy of its medical software products. In this paper, MT company as the research object, first of all, to analyze its general situation and the macro and micro environment of medical software products; secondly, to analyze the market segmentation and differentiated marketing strategy of medical software products of MT company. And according to the user interviews to find out the shortcomings; finally, according to the above analysis, the current differential marketing strategy to put forward the corresponding optimization suggestions and safeguards. The optimization of differentiated marketing strategy can make enterprises highlight their own advantages in the fierce market competitors and ultimately enhance the profitability and market share of the company. The research of this paper, on the one hand, provides theoretical guidance for the optimization of the differentiation marketing strategy of medical software products of MT Company; on the other hand, it also provides a certain practical reference for the differential marketing of the whole medical software products industry.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F49

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