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论文编号：	10958
作者编号：	2120163099
上传时间：	2019/6/14 10:38:10
中文题目：	飞利浦CT设备在东北市场营销策略研究
英文题目：	Research on Marketing Mode of Philips CT equipment in Northeast China
指导老师：	牛建波
中文关键字：	市场营销;营销策略;飞利浦;CT
英文关键字：	Marketing;Marketing Strategy;Philips;CT
中文摘要：	近些年来，中国的经济发展水平不断提高，并且实施了新医改政策，因而CT产品在东北地区乃至全国，都有不错的发展前景，在产品销售过程中，要结合市场发展趋势制定合适的产品营销战略，通过这种方式扩大CT产品在东北市场的份额，增强产品市场竞争力。本文通过市场营销战略理论展开研究，并且结合自己的实践经验，分析了飞利浦公司医疗事业部CT产品在东北市场所采取的产品营销战略，本文希望通过深入的研究帮助飞利浦公司医疗事业部更好的制定CT产品营销策略，并扩大东北市场的份额。 本文结合市场营销战略的相关理论，分析飞利浦公司疗事业部在CT产品销售过程中的内部和外部环境，得出了飞利浦公司医疗事业部CT产品的营销现状。首先本文的理论基础是营销策略模型，并且对此模型进行研究，例如PEST 模式、SWOT 模型、STP 模型以及 4P 理论。利用 PEST 模型分析当下的营销实际情况，尤其是东北市场的营销情况，得出在目前经济环境中东北市场的营销开发是值得进一步深入研究探讨的。在此基础上运用 SWOT 模型等方式分析飞利浦CT医疗设备在东北市场上的营销战略开展情况，指出其中存在的不足：例如产品价格过高，从事销售业务的专业人员较为稀缺，产品覆盖范围狭窄且种类单一，主要是高端产品，缺少中端产品种类；产品价格相比其他竞争对手更高；具有较高的维修成本。其次，利用 STP 战略分析模型，了解当下东北市场的发展情况，并依据其特点进行细分，针对东北市场的主要拓展产品是中低端CT产品，主要拓展客户群体是三甲以下医院，同时也要兼顾高端产品的销售，结合 4P 理论，分析当下存在的问题，在4P理论的指导下，从产品、价格、渠道、促销几个层面出发，给予相关建议和对策。
英文摘要：	With the development of China's economy and the implementation of the new medical reform policy, the next few years will be a golden period for CT products to be sold in the northeast market and even in the Chinese market. Only the formulation and implementation of product marketing strategy suitable for the market can further enhance the product share of Philips CT products in the northeast market and reverse the backward situation before. Therefore, based on the relevant theory of marketing strategy and combining with my own work, this paper chooses the marketing strategy research of CT products of Philips Medical Division in Northeast China as the topic of this paper. It is hoped that my own research can provide some references for the formulation of marketing strategy of Philips Medical Division in Northeast China. Based on the analysis, selection, implementation and control of the marketing strategy. This paper analyzes the internal and external environment of the CT products of Philips Healthcare Division, which is based on the analysis, selection, implementation and control of the marketing strategy. Finally, the marketing status of CT products in Philips Medical Division is obtained. Firstly, the marketing strategy models used in this paper are introduced, such as PEST model, SWOT model, STP strategic analysis model and 4p theory. Then the PEST model is applied to analyze the national marketing environment and the marketing environment of the northeast market. It is concluded that the marketing development of the northeast market in the existing environment is worthy of further study and discussion. On this basis, we use SWOT model to analyze the current marketing situation of Philips CT medical equipment in the northeast market and find some problems: the price is high, the number of regional salespeople is relatively insufficient, and the channel can not be fully covered; Products are concentrated in high-end products, mid-range product line is imperfect; the price of products is higher than competitors; maintenance costs are expensive. Then, the STP strategic analysis model is used to re-segment and position the northeast market. In the future, the focus of the future sales in the northeast market will be placed on the middle and low-end CT purchasing customer group hospitals, and at the same time, the existing sales achievements of the middle and high-end products should be guaranteed. At last, under the guidance of 4p theory, this paper puts forward a marketing scheme which can be solved from four aspects: product, price, channel and promotion.
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