【摘要】：摘要：在世界經(jīng)濟剛剛經(jīng)歷危機洗禮的緩慢復蘇時期，全球醫(yī)療器械行業(yè)卻迎來了新一輪的快速發(fā)展。作為新興的世界第二大經(jīng)濟體，這種良好的發(fā)展勢頭給中國的醫(yī)療器械行業(yè)帶來了前所未有的機遇。國內(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_。有機構(gòu)因此認為，下一個十年，中國的醫(yī)療健康產(chǎn)業(yè)有望取代房地產(chǎn)，成為國民經(jīng)濟支柱行業(yè)。但另一方面，國內(nèi)醫(yī)療器械行業(yè)發(fā)展起步晚，技術落后，人才匱乏，產(chǎn)業(yè)集中度不夠，，競爭無序等短板也是不爭的事實。 正是在這樣的時空背景下，幾年前，日本PE公司以數(shù)字X射線攝影設備（DR）的銷售和生產(chǎn)為前行，正式進軍國內(nèi)醫(yī)療健康領域。本文運用實證研究方法，通過查閱文獻資料比較歸納并進行實地調(diào)查研究，在客觀闡述國內(nèi)外行業(yè)宏觀情況,冷靜直視分析PE公司DR營銷策略現(xiàn)狀的基礎上，使用SWOT分析等理論分析工具，對PE公司的數(shù)字X射線攝影設備（DR）營銷策略進行剖析，總結(jié)出其DR產(chǎn)品的STP和4P策略面臨的問題。并由此對PE公司數(shù)字化X射線攝影設備（DR）產(chǎn)品的營銷策略進行了規(guī)劃和調(diào)整，對改善和優(yōu)化后的DR產(chǎn)品線STP以及產(chǎn)品、價格、促銷和渠道策略進行了詳細的論述。最后，提出了具體的調(diào)整后營銷策略的實施意見和建議。 本文對PE公司數(shù)字X射線攝影設備（DR）營銷策略的研究，除了力求本研究觀點能促進PE公司DR產(chǎn)品的營銷管理外，也希望能給行業(yè)快速發(fā)展背景下的其它國內(nèi)醫(yī)療器械企業(yè)和DR銷售同行帶來參考和借鑒價值。
[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.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.4;F274

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