發(fā)布時(shí)間：2018-03-03 06:45

  本文選題：JK公司　切入點(diǎn)：醫(yī)療器械　出處：《中南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：作為全球發(fā)展最快、貿(mào)易最活躍的國(guó)際化產(chǎn)業(yè)之一,醫(yī)療器械產(chǎn)業(yè)市場(chǎng)的競(jìng)爭(zhēng)是全球性、國(guó)際性的。市場(chǎng)監(jiān)管嚴(yán)格,進(jìn)入壁壘高,產(chǎn)品差異大,種類多樣,各產(chǎn)品系列盈利能力差異明顯都是該行業(yè)的特點(diǎn)。此外醫(yī)療器械行業(yè)也是一個(gè)能耗低、污染小、附加值高、知識(shí)密集型的國(guó)家重點(diǎn)支持的高科技產(chǎn)業(yè)。隨著中國(guó)經(jīng)濟(jì)的發(fā)展,中國(guó)醫(yī)療器械市場(chǎng)容量不斷增加,已成為全球關(guān)注的重點(diǎn)市場(chǎng),跨國(guó)企業(yè)紛至沓來(lái)。國(guó)內(nèi)生產(chǎn)廠商和經(jīng)銷企業(yè)數(shù)目增長(zhǎng)很快,市場(chǎng)競(jìng)爭(zhēng)日趨激烈,許多中小醫(yī)療企業(yè)由于渠道營(yíng)銷策略欠妥,營(yíng)銷渠道管理水平不高,制約了企業(yè)規(guī)模的發(fā)展。JK公司也面臨著這樣的問(wèn)題。 JK公司在發(fā)展初期確定了聯(lián)合經(jīng)銷商開(kāi)發(fā)市場(chǎng)的營(yíng)銷模式,雖已有一定的規(guī)模,但是在營(yíng)銷渠道管理上存在著許多問(wèn)題,具體表現(xiàn)在：營(yíng)銷渠道單一和密度不夠?qū)е率袌?chǎng)覆蓋率和占有率不理想；沒(méi)有建立科學(xué)的經(jīng)銷商選擇標(biāo)準(zhǔn),經(jīng)銷隊(duì)伍的管理和控制力不強(qiáng)；渠道沖突處理不及時(shí),渠道的管理粗放等。這些問(wèn)題大大制約了JK公司的發(fā)展,因此調(diào)整營(yíng)銷渠道策略,加強(qiáng)對(duì)渠道的領(lǐng)導(dǎo)和管理,提升渠道對(duì)目標(biāo)市場(chǎng)的占有,己迫在眉捷。 面對(duì)如今激烈的市場(chǎng)競(jìng)爭(zhēng),企業(yè)的市場(chǎng)表現(xiàn)在一定程度上受制于營(yíng)銷渠道,因此許多名優(yōu)企業(yè)把營(yíng)銷渠道視為開(kāi)拓和占領(lǐng)市場(chǎng)的關(guān)鍵。文章首先回顧了營(yíng)銷渠道的相關(guān)理論,然后對(duì)JK公司的行業(yè)環(huán)境、營(yíng)銷渠道及模式進(jìn)行了分析,指出了JK公司的營(yíng)銷渠道現(xiàn)狀和問(wèn)題,在此基礎(chǔ)上,研究了JK公司的渠道設(shè)計(jì),明確JK公司營(yíng)銷渠道優(yōu)化重構(gòu)的基本思路,最后對(duì)JK營(yíng)銷渠道實(shí)施及保障提出了改進(jìn)的建議。本文是一篇側(cè)重于JK公司實(shí)踐方面的研究文章,探討如何建設(shè)有自己特色的高效營(yíng)銷網(wǎng)絡(luò),以占領(lǐng)和拓展國(guó)內(nèi)市場(chǎng)份額。希望對(duì)JK公司和其他醫(yī)療設(shè)備企業(yè)的渠道管理有所裨益,并一定程度上促進(jìn)醫(yī)療設(shè)備行業(yè)的發(fā)展。
[Abstract]:As one of the fastest growing and most active international industries in the world, the market competition in the medical device industry is global and international. In addition, the medical device industry is also a high-tech industry with low energy consumption, low pollution, high value-added and knowledge-intensive state support. With the development of China's economy, The increasing capacity of China's medical device market has become a key market in the world, and multinational enterprises are coming in. The number of domestic manufacturers and distribution enterprises is growing rapidly, and the market competition is becoming increasingly fierce. Many small and medium-sized medical enterprises are faced with such problems because of poor channel marketing strategy and low level of marketing channel management, which restricts the development of enterprise scale. JK Company has determined the marketing model of the joint dealer development market in the early stage of development. Although it has a certain scale, there are many problems in the marketing channel management. The concrete manifestation is: the marketing channel is single and the density is not enough to cause the market coverage and the occupation rate is not ideal; does not establish the scientific dealer choice standard, the distribution team's management and the control ability is not strong, the channel conflict processing is not in time, These problems have greatly restricted the development of JK Company, so it is urgent to adjust the marketing channel strategy, strengthen the leadership and management of the channel, and enhance the possession of the target market. In the face of today's fierce market competition, the market performance of enterprises is limited to some extent by marketing channels, so many famous and excellent enterprises regard marketing channels as the key to develop and occupy the market. Then it analyzes the industry environment, marketing channel and mode of JK Company, points out the current situation and problems of JK Company's marketing channel, and then studies the channel design of JK Company. This paper makes clear the basic idea of JK Company's marketing channel optimization and reconfiguration, and finally puts forward some suggestions to improve JK marketing channel implementation and guarantee. This paper is a research article focusing on JK company's practice. This paper discusses how to build an efficient marketing network with its own characteristics in order to occupy and expand the domestic market share. It is hoped that it will benefit the channel management of JK Company and other medical equipment enterprises and promote the development of medical equipment industry to a certain extent.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F426.4

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