發(fā)布時間：2018-04-04 14:33

  本文選題：H公司　切入點：神經(jīng)電生理醫(yī)療器械產(chǎn)品　出處：《云南師范大學(xué)》2014年碩士論文

【摘要】：隨著科學(xué)技術(shù)的進步，世界經(jīng)濟的發(fā)展和人們生活水平的提高，神經(jīng)電生理醫(yī)療器械產(chǎn)品開始走進中國人們的生活。我國是醫(yī)療器械消費大國，市場潛力巨大，發(fā)展形勢良好，尤其是近十年間，神經(jīng)電生理醫(yī)療器械發(fā)展迅速，在醫(yī)療中中起到了無可替代的作用。神經(jīng)電生理醫(yī)療器械產(chǎn)品是近十年發(fā)展起來的一個新興領(lǐng)域,從發(fā)展趨勢上看,神經(jīng)電生理醫(yī)療工程是今后醫(yī)療行業(yè)的一個主要發(fā)展方向,完全可以像監(jiān)護儀、家用血壓計那樣普及到每一個醫(yī)院和家庭。因此，研究神經(jīng)電生理醫(yī)療器械產(chǎn)品的營銷模式具有十分重要的意義。 目前，我國很多醫(yī)療器械的銷售都采取企業(yè)銷售代表上門拜訪，中間經(jīng)銷商、貿(mào)易公司等商務(wù)運作的方式達成銷售，這種銷售手段的特點就是不斷的夸大產(chǎn)品特性，取得短期的銷售利益。在整個銷售過程中不會對這些消費群體進行劃分，對顧客的需求不了解，彼此之間也，沒有存在一些必要的學(xué)術(shù)溝通，這樣也很難激發(fā)銷售者對其銷售的產(chǎn)品產(chǎn)生正真消費的沖動。因此醫(yī)療器械行業(yè)有必要進行銷售模式的創(chuàng)新。H公司作為是國內(nèi)著名的專業(yè)研發(fā)、生產(chǎn)、銷售神經(jīng)電生理產(chǎn)品的高新技術(shù)企業(yè)。經(jīng)過十余年的快速發(fā)展，已成為全球神經(jīng)電生理領(lǐng)域富有核心競爭力的企業(yè)之一，在神經(jīng)電生理事業(yè)中發(fā)揮了重要作用。因此，研究H公司神經(jīng)電生理醫(yī)療器械產(chǎn)品營銷模式也是十分必要的。同時，H公司在醫(yī)療器械市場方面具有一定的代表性，因此，本文以H公司神經(jīng)電生理醫(yī)療器械產(chǎn)品作為研究對象。 本文以H公司神經(jīng)電生理醫(yī)療器械產(chǎn)品作為研究對象，整篇文章的結(jié)構(gòu)大致如下：文章開頭不僅闡述營銷模式的概念，而且還詳細地介紹了營銷模式的類別，然后分析了H公司神經(jīng)電生理醫(yī)療器械產(chǎn)品，這里的分析，是以市場營銷策略、服務(wù)營銷、關(guān)系營銷以及4P理論為理論基礎(chǔ)，緊接著，文章還對H公司營銷模式進行了縱向的研究，對其當前的營銷模式及其存在的一些不足進行了較為全面的分析，其次，通過采用優(yōu)劣勢分析法，進一步對H公司的發(fā)展環(huán)境進行分析。以前文的分析為理論基礎(chǔ)，文章最后給出了一些關(guān)于H公司神經(jīng)電生理醫(yī)療器械產(chǎn)品的營銷策略的具體實施方案，，希望以此能夠正確地引導(dǎo)其營銷策略的選擇以及具體的實施方案的制定。
[Abstract]:With the progress of science and technology, the development of the world economy and the improvement of people's living standard, the products of neuro-electrophysiological medical devices begin to come into the life of Chinese people.China is a large consumer of medical devices, the market potential is huge, the development situation is good, especially in the past ten years, neuroelectrophysiological medical devices have developed rapidly and played an irreplaceable role in medical treatment.Neuroelectrophysiological medical device products are a new field developed in the past ten years. Looking at the development trend, neuroelectrophysiological medical engineering is a major development direction of the medical industry in the future. It can be seen as a monitor.Household sphygmomanometers are so popular in every hospital and home.Therefore, it is of great significance to study the marketing model of neurophysiological medical device products.At present, many of the sales of medical devices in China are achieved by means of business operations such as on-site visits by enterprise sales representatives, intermediate dealers, trading companies, etc. This means of selling is characterized by constantly exaggerating the characteristics of products.Gain short-term sales benefits.Throughout the sales process, these consumer groups will not be divided, the needs of the customers will not be understood, and there will be no necessary academic communication between them.It is also difficult to stimulate the seller to sell the product to produce the real consumption impulse.Therefore, it is necessary for the medical device industry to innovate its sales model. H is a famous high-tech enterprise specialized in R & D, production and sale of neuro-electrophysiological products.With the rapid development of more than ten years, it has become one of the core competitive enterprises in the field of neuroelectrophysiology, which plays an important role in the field of neuroelectrophysiology.Therefore, it is necessary to study the marketing model of neuroelectrophysiological medical devices in H Company.At the same time, H company is representative in the medical device market. Therefore, this paper takes the neuroelectrophysiological medical device product of H company as the research object.In this paper, we take the neuroelectrophysiological medical device products of H Company as the research object. The structure of the whole article is as follows: at the beginning of the article, not only the concept of marketing mode is expounded, but also the category of marketing model is introduced in detail.Then we analyze the products of neuroelectrophysiological medical devices of H Company. The analysis here is based on the theory of marketing strategy, service marketing, relationship marketing and 4P theory.The article also has carried on the longitudinal research to the H company marketing pattern, has carried on the more comprehensive analysis to its present marketing pattern and its existence insufficiency, secondly, by adopting the superiority and inferiority analysis method,Further analyze the development environment of H Company.The previous analysis is the theoretical basis. At the end of the article, the author gives some specific implementation plans about the marketing strategy of neuro-electrophysiological medical device products in H Company.Hope to guide its marketing strategy selection and the formulation of specific implementation plan.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.4

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