本文選題：醫(yī)療喉鏡產(chǎn)業(yè)　切入點：中小型企業(yè)國際市場營銷　出處：《北京交通大學》2017年碩士論文

【摘要】：據(jù)Kalorama Information機構(gòu)預測,世界醫(yī)療器械貿(mào)易年增長幅度維持在8%左右,醫(yī)療器械市場將繼續(xù)保持飛速發(fā)展。但2016年1月～10月,我國醫(yī)療器械對外貿(mào)易規(guī)模同比增長僅為1.76%,出口金額則同比下降2.82%。造成出這種貿(mào)易狀況主要因為我國醫(yī)療器械在產(chǎn)品創(chuàng)新和質(zhì)量控制方面仍與國際先進水平有較大差距,目前多數(shù)民營醫(yī)療器械企業(yè)還是處于“多小散”的狀態(tài)中,難以在國際化貿(mào)易中獲取競爭優(yōu)勢,實力亟待進一步增強。本文分析的目標為HM醫(yī)療器械公司,以下稱HM醫(yī)療。其是一家自主研發(fā)生產(chǎn)麻醉可視喉鏡的中小型企業(yè),通過兩年多不懈的產(chǎn)品研發(fā)和一年的國際市場推廣,可視喉鏡逐漸達到臨床使用的要求,處于導入期向進入成長期過渡的階段。目前國際喉鏡行業(yè)發(fā)展迅速,除了傳統(tǒng)光纖喉鏡外,隨著微創(chuàng)手術(shù)器械、影像系統(tǒng)、冷光源、現(xiàn)代電子、軟件技術(shù)等醫(yī)用類配套器械產(chǎn)業(yè)發(fā)展迅速,新型可視喉鏡及電子喉鏡相繼問世,各大國際競爭品牌在新技術(shù)和新材料的運用及臨床實踐中不斷推陳出新,具有先發(fā)優(yōu)勢,能夠利用資本優(yōu)勢和渠道優(yōu)勢較早地形成了銷售網(wǎng)絡,占據(jù)較大的市場份額;而包括HM醫(yī)療在內(nèi)的多數(shù)中國喉鏡制造企業(yè)規(guī)模小、起步晚,且早期開發(fā)以仿制為主,科技力量積累較少,產(chǎn)品性能與國外產(chǎn)品有一定的差距,市場占有率較低。因此在國外大品牌為主導的復雜激烈的競爭環(huán)境中,HM醫(yī)療如何整合公司資源,找到適合自己的國際細分市場并采取合理的營銷政策,最終取得不俗的市場占有率,提升企業(yè)的國際競爭力,就成為本文研究的課題。本文首先通過對國外經(jīng)銷商和醫(yī)療專家面對面交流獲取的一手數(shù)據(jù)和二手海關進出口數(shù)據(jù)的分析基礎上,了解估計國際市場的喉鏡需求狀況。根據(jù)HM醫(yī)療現(xiàn)階段國際市場定位及營銷組合的現(xiàn)狀和問題,提出進行國際營銷策略優(yōu)化的必要性。在國際市場營銷策略的優(yōu)化設計上,采用環(huán)環(huán)相扣、層層深入的思維推進方式。首先通過分析宏觀喉鏡行業(yè)國際市場整體發(fā)展環(huán)境、中觀行業(yè)競爭環(huán)境、微觀市場競爭環(huán)境分析得出國際喉鏡市場的競爭強度并提出HM醫(yī)療進行市場細分的必要性和緊迫性。繼而根據(jù)STP理論進行喉鏡國際市場細分、目標市場選擇與競爭策略定位。基于上述競爭環(huán)境分析和市場定位提出4P營銷組合策略。最后總結(jié)本論文研究,并對政府及行業(yè)組織提出相關政策建議,提出不足和未來展望。
[Abstract]:According to the forecast of Kalorama Information, the annual growth rate of the world medical device trade will be maintained at about 8%, and the medical device market will continue to develop rapidly. But from January to October 2016, The scale of China's foreign trade in medical devices only increased by 1.76% compared with the same period last year, while the export amount decreased by 2.822.The main reason for this trade situation is that China still has a big gap with the international advanced level in terms of product innovation and quality control. At present, most private medical device enterprises are still in the state of "more small scattered", so it is difficult to gain competitive advantage in international trade, and the strength needs to be further strengthened. HM Medical is a small and medium-sized enterprise that independently develops and produces anaesthetized visual laryngoscope. Through more than two years of unremitting product development and one year of international marketing, visual laryngoscope has gradually reached the requirements of clinical use. At present, the international laryngoscope industry is developing rapidly. In addition to traditional fiber-optic laryngoscope, with minimally invasive surgical instruments, image systems, cold light sources, modern electronics, With the rapid development of the medical equipment industry, such as software technology, new visual laryngoscope and electronic laryngoscope have emerged one after another. The major international competitive brands are constantly developing the old in the application of new technology and new materials and in clinical practice, and have the advantage of first-mover development. They were able to take advantage of their capital advantages and channel advantages to form a sales network earlier, occupying a large market share; while most Chinese laryngoscope manufacturing enterprises, including HM Medical, were small in scale, late in their start, and developed in the early stage mainly by imitation. The accumulation of scientific and technological forces is relatively small, the product performance has a certain gap with foreign products, and the market share is relatively low. Therefore, in the complex and fierce competition environment dominated by foreign big brands, HM medical care integrates company resources. Find a suitable international market segment and adopt reasonable marketing policies, finally obtain a good market share, enhance the international competitiveness of enterprises, First of all, based on the analysis of the primary data obtained by the face-to-face exchange of foreign dealers and medical experts and the import and export data of second-hand customs, To understand and estimate the demand for laryngoscope in the international market. According to the current situation and problems of the international market positioning and marketing mix of HM, the necessity of optimizing the international marketing strategy is put forward, and the optimal design of the international marketing strategy is put forward. Through the analysis of the overall development environment of the international market of the macro laryngoscope industry, the competition environment of the mesoscopic industry, By analyzing the competitive environment of microcosmic market, the competitive intensity of international laryngoscope market is obtained, and the necessity and urgency of market segmentation for HM medical treatment are put forward. Then, according to STP theory, the international market segmentation of laryngoscope is carried out. Based on the analysis of the above competitive environment and market positioning, the 4P marketing combination strategy is put forward. Finally, this paper summarizes the research of this paper, and puts forward the relevant policy suggestions to the government and industry organizations, and puts forward the shortcomings and future prospects.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426

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