【摘要】：摘要：在世界經(jīng)濟(jì)剛剛經(jīng)歷危機(jī)洗禮的緩慢復(fù)蘇時(shí)期，全球醫(yī)療器械行業(yè)卻迎來(lái)了新一輪的快速發(fā)展。作為新興的世界第二大經(jīng)濟(jì)體，這種良好的發(fā)展勢(shì)頭給中國(guó)的醫(yī)療器械行業(yè)帶來(lái)了前所未有的機(jī)遇。國(guó)內(nèi)民眾健康需求激增、“新醫(yī)改”政策的扶持等，都成了醫(yī)療器械行業(yè)發(fā)展?jié)摿薮蟮挠辛ψ⒛_。有機(jī)構(gòu)因此認(rèn)為，下一個(gè)十年，中國(guó)的醫(yī)療健康產(chǎn)業(yè)有望取代房地產(chǎn)，成為國(guó)民經(jīng)濟(jì)支柱行業(yè)。但另一方面，國(guó)內(nèi)醫(yī)療器械行業(yè)發(fā)展起步晚，技術(shù)落后，人才匱乏，產(chǎn)業(yè)集中度不夠，，競(jìng)爭(zhēng)無(wú)序等短板也是不爭(zhēng)的事實(shí)。 正是在這樣的時(shí)空背景下，幾年前，日本PE公司以數(shù)字X射線攝影設(shè)備（DR）的銷(xiāo)售和生產(chǎn)為前行，正式進(jìn)軍國(guó)內(nèi)醫(yī)療健康領(lǐng)域。本文運(yùn)用實(shí)證研究方法，通過(guò)查閱文獻(xiàn)資料比較歸納并進(jìn)行實(shí)地調(diào)查研究，在客觀闡述國(guó)內(nèi)外行業(yè)宏觀情況,冷靜直視分析PE公司DR營(yíng)銷(xiāo)策略現(xiàn)狀的基礎(chǔ)上，使用SWOT分析等理論分析工具，對(duì)PE公司的數(shù)字X射線攝影設(shè)備（DR）營(yíng)銷(xiāo)策略進(jìn)行剖析，總結(jié)出其DR產(chǎn)品的STP和4P策略面臨的問(wèn)題。并由此對(duì)PE公司數(shù)字化X射線攝影設(shè)備（DR）產(chǎn)品的營(yíng)銷(xiāo)策略進(jìn)行了規(guī)劃和調(diào)整，對(duì)改善和優(yōu)化后的DR產(chǎn)品線STP以及產(chǎn)品、價(jià)格、促銷(xiāo)和渠道策略進(jìn)行了詳細(xì)的論述。最后，提出了具體的調(diào)整后營(yíng)銷(xiāo)策略的實(shí)施意見(jiàn)和建議。 本文對(duì)PE公司數(shù)字X射線攝影設(shè)備（DR）營(yíng)銷(xiāo)策略的研究，除了力求本研究觀點(diǎn)能促進(jìn)PE公司DR產(chǎn)品的營(yíng)銷(xiāo)管理外，也希望能給行業(yè)快速發(fā)展背景下的其它國(guó)內(nèi)醫(yī)療器械企業(yè)和DR銷(xiāo)售同行帶來(lái)參考和借鑒價(jià)值。
[Abstract]:Absrtact: the world economy has just experienced the slow recovery period of crisis baptism, but the global medical device industry has ushered in a new round of rapid development. As the second largest economy in the world, this good development momentum has brought unprecedented opportunities to China's medical device industry. The surge of domestic health demand and the support of the new medical reform policy have become a powerful footnote to the development potential of the medical device industry. As a result, China's healthcare industry is expected to replace real estate as a pillar of the national economy over the next decade. On the other hand, it is also an indisputable fact that the development of domestic medical device industry starts late, the technology is backward, the talent is scarce, the industrial concentration is not enough, and the competition is disordered. It is in this time and space background, a few years ago, Japan's PE company with the digital X-ray photography equipment (DR) sales and production as the front, formally into the domestic medical and health field. This article uses the empirical research method, through consulting the literature material comparison induction and carries on the field investigation research, in the objective elaboration domestic and foreign profession macroscopic situation, calmly directly analyzes the PE company DR marketing strategy present situation foundation, By using SWOT analysis and other theoretical analysis tools, this paper analyzes the (DR) marketing strategy of PE's digital X-ray photography equipment, and summarizes the problems faced by STP and 4P strategy of its DR products. The marketing strategy of (DR) products of digital X-ray photography equipment of PE Company is planned and adjusted, and the improved and optimized DR product line STP, as well as the product, price, promotion and channel strategy are discussed in detail. Finally, the author puts forward some suggestions and suggestions on the implementation of the adjusted marketing strategy. In this paper, the research on (DR) marketing strategy of digital X-ray photography equipment of PE Company, in addition to this research point of view can promote the marketing management of DR products of PE Company, It also hopes to bring reference and reference value to other domestic medical device enterprises and DR sales peers under the background of rapid development of the industry.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.4;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 郎濤;李晶;;淺析如何改善醫(yī)療器械人才短缺現(xiàn)狀[J];經(jīng)營(yíng)管理者;2012年01期

2 李冰;;關(guān)于我國(guó)醫(yī)藥營(yíng)銷(xiāo)渠道模式的思考[J];財(cái)經(jīng)界(學(xué)術(shù)版);2012年10期

3 方海玲;;我國(guó)醫(yī)療器械市場(chǎng)現(xiàn)狀分析與市場(chǎng)營(yíng)銷(xiāo)[J];安徽科技;2012年12期

4 李燕靜;;醫(yī)療器械營(yíng)銷(xiāo)要旨[J];東方企業(yè)文化;2012年22期

5 王玉梅;;醫(yī)療器械領(lǐng)域商業(yè)賄賂特點(diǎn)及成因分析[J];上海經(jīng)濟(jì)研究;2008年08期

6 潘麗娟;;遠(yuǎn)程醫(yī)學(xué)會(huì)診系統(tǒng)分析[J];科技情報(bào)開(kāi)發(fā)與經(jīng)濟(jì);2006年04期

7 畢建平;;醫(yī)療器械產(chǎn)業(yè)發(fā)展與營(yíng)銷(xiāo)管理創(chuàng)新分析[J];民營(yíng)科技;2012年06期

8 馮偉;劉曉蕾;宋贊;;對(duì)傳統(tǒng)高頻X光機(jī)DR升級(jí)應(yīng)用的探討[J];齊齊哈爾醫(yī)學(xué)院學(xué)報(bào);2010年15期

9 卞志剛;董慧博;;波士頓矩陣與產(chǎn)品生命周期理論的比較研究[J];商場(chǎng)現(xiàn)代化;2008年36期

10 劉偉;朱洪興;;淺析醫(yī)療器械營(yíng)銷(xiāo)渠道管理的創(chuàng)新[J];中國(guó)市場(chǎng);2011年09期

本文編號(hào)：2383145