本文選題：西門子 + 影像設(shè)備�。� 參考：《南京大學(xué)》2014年碩士論文

【摘要】：中國是世界上人口最多的國家,也是世界上增長最快的經(jīng)濟(jì)體之一。人口眾多使中國的醫(yī)療保健市場需求巨大,經(jīng)濟(jì)的快速增長使中國對醫(yī)療器械的購買力不斷增強(qiáng)。中國醫(yī)療器械的市場規(guī)模目前排在世界第四位,而且公認(rèn)是增長潛力最大的市場。而江蘇省又是中國的人口和經(jīng)濟(jì)大省,對醫(yī)療器械的需求和購買力也是排在全國前列并且是持續(xù)增長的。醫(yī)療器械中的放射影像設(shè)備是醫(yī)院必不可少的診療設(shè)備,醫(yī)院的發(fā)展必然帶來影像設(shè)備需求量的增加。西門子放射影像設(shè)備前幾年在江蘇市場一直是行業(yè)領(lǐng)導(dǎo)者,擁有最大的市場份額,但在2013年銷售增長率和市場份額卻有所下降,除去國家經(jīng)濟(jì)增長放緩的原因,西門子自身的市場營銷策略也有需要改進(jìn)的地方。本文根據(jù)西門子放射影像設(shè)備的特點(diǎn),以江蘇省市場的營銷現(xiàn)狀為基礎(chǔ),通過對江蘇市場的細(xì)分,提出西門子放射影像設(shè)備在江蘇市場的營銷策略,旨在為西門子放射影像設(shè)備在江蘇省的銷售帶來幫助。本論文首先通過對西門子放射影像設(shè)備在江蘇市場的營銷現(xiàn)狀分析,結(jié)合SWOT方法,總結(jié)了公司內(nèi)部的優(yōu)勢和劣勢,以及外部面臨的機(jī)會(huì)和威脅；結(jié)合波特五力模型,分析了公司面臨的微觀環(huán)境；接下來詳細(xì)列舉了江蘇醫(yī)療市場的情況,按照目前市場上的醫(yī)院情況,對市場進(jìn)行細(xì)分；在此基礎(chǔ)上,將公司產(chǎn)品進(jìn)行了詳細(xì)分類,針對性地提出符合實(shí)際情況的4P營銷策略；同時(shí),針對新形勢下,市場上出現(xiàn)的一些區(qū)別于以往的新的模式和機(jī)會(huì),如外國政府貸款、融資租賃、集中采購等,提出了針對性的營銷策略。
[Abstract]:China is the world's most populous country and one of the fastest-growing economies in the world. The large population makes China's health care market huge, and the rapid economic growth makes China's purchasing power of medical devices increasing. China's medical equipment market is currently the fourth largest in the world and is recognized as the market with the greatest growth potential. Jiangsu Province is also China's population and economic province, the demand for medical equipment and purchasing power is also in the forefront of the country and continue to grow. Radiographic equipment in medical instruments is an indispensable equipment for diagnosis and treatment in hospitals. The development of hospitals will inevitably lead to an increase in the demand for imaging equipment. Siemens radiographic equipment has been an industry leader in Jiangsu for several years, with the largest market share, but sales growth and market share declined in 2013, excluding the country's slowing economic growth. Siemens's own marketing strategy also needs to be improved. According to the characteristics of Siemens radiographic imaging equipment, based on the marketing situation of Jiangsu Province, the marketing strategy of Siemens radiographic imaging equipment in Jiangsu market is put forward through the subdivision of Jiangsu market. The aim is to help the sales of Siemens radiography equipment in Jiangsu Province. This paper firstly analyzes the marketing status of Siemens radiographic equipment in Jiangsu market, and combines the SWOT method, summarizes the internal strengths and weaknesses of the company, as well as the external opportunities and threats, combined with the Porter five forces model, The article analyzes the microcosmic environment that the company faces; then it enumerates the situation of Jiangsu medical market in detail, subdivides the market according to the hospital situation in the current market; on this basis, it classifies the products of the company in detail. At the same time, in view of the new situation, some new models and opportunities, such as foreign government loans, financial leasing, centralized procurement and so on, are presented in the market. Put forward the targeted marketing strategy.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.4;F274

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