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论文编号：	11280
作者编号：	2320170632
上传时间：	2019/12/11 11:02:39
中文题目：	BG公司在中国血管介入市场的营销策略及其实施研究
英文题目：	The Study of Marketing Strategies and Implementation of BG Company in China’s Vascular Intervention Market
指导老师：	许晖
中文关键字：	医疗器械；BG公司；营销策略；高值耗材；血管介入
英文关键字：	Medical Device；Marketing Strategy；medical high-value consumable materials；Vascular Intervention
中文摘要：	作为现代医学的标志，医疗器械产业已经成为全球成长最迅速的国际化产业之一。随着中国经济的快速发展及医疗市场的迅速扩大，国际医疗器械企业纷纷进驻中国抢占市场并占据优势地位。本文所关注的血管介入产品主要是应用在血管微创介入手术中的导丝、导管、球囊、支架等高值耗材。随着“健康中国”战略的实施以及中国医疗服务体系改革，医疗机构诊疗水平和人民健康意识不断提升，这使得外周血管疾病检出率逐步提高，手术量也快速增长。2017 年，我国外周动脉介入手术量分别为 99,400 台，预计至 2022 年，将增长至170,798 台。 BG公司是一家成立40周年的美资跨国公司，专注于微创介入治疗领域，依靠着产品及技术研发的优势，在中国血管介入市场居领导地位。但随着中国市场竞争加剧，集中采购、阳光挂网政策所导致的价格下降，“两票制”引起的渠道的变动与整合，包括BG公司在内的国际医疗器械公司在中国市场的发展都面临巨大的威胁和挑战。在明确了竞争加剧、价格管控、渠道变革等威胁的前提下，BG公司想要在激烈的竞争中抢占市场，防范降价及渠道整合威胁，就必须明确自身的优势与劣势，利用灵活有效的营销组合策略，寻找机会并发现新的利润增长点。对于国际医疗器械公司，如何针对中国市场采取正确的营销策略以满足客户需求，是取胜的关键因素。 本文通过对BG公司营销战略和营销组合策略两方面实践的研究，力图寻找到适合BG公司自身特色的营销战略，从而使BG公司把握住当前医疗器械市场高速发展的机遇，进一步提升中国市场份额。本文首先回顾营销策略的相关理论；第二部分将对BG公司所处的宏观环境、行业竞争环境进行分析，并使用SWOT模型分析BG公司的经营现状；第三部分重点对BG公司的营销战略和营销组合策略进行分析；最后一部分将基于前文的分析给出BG公司营销策略实施与保障的建议。
英文摘要：	As the symbol of modern medicine, the medical device industry has been one of the fastest growing international industry all over the world. With the rapid development of Chinese economy and expending of medical markets, international companies of medical device have entered China and dominated markets. The products of vascular intervention, in this paper, are guide wire, catheter, balloon, stent and other high value consumables, which applying to interventional vascular surgery. With implement of “Healthy China” and innovation of medical service system, diagnosing level and people’s health awareness have been enhanced. It makes higher detection rate and more operations. In 2017, the quantity of peripheral artery intervention surgery in China was 299,400, the estimated surgery quantity will increased to 170,798 in 2022. BG is an American international company, which has been for 40 years. This company concentrate on the area of invasive interventional therapy. Relying on the advantages of products and technology, BG company dominates Chinese market in invasive intervention. International companies of medical device are faced to threats and challenges in Chinese market, including BG company, with reasons like fierce competition, centralized procurement, “Two Vote”, and lower price. In situations, such as fierce competition, price control and marketing channel innovation, BG company must know its own advantages and disadvantages, use efficient marketing mix strategy and find new growth point to occupy the market in fierce competition and prevent threats of lower price and channel integration. For international companies of medical device, the key factor to win is how to satisfy the needs of clients with correct marketing strategy in Chinese market. In this paper, we analyze BG company in two aspects, marking strategy and marketing mix strategy, to find befitting marketing strategy of BG company. It makes BG company seize the moment of medical device market and further increase Chinese market share. First, this paper will recall the theories of marketing strategy. Second, it analyzes macro-environment and industry-environment of BG company, and uses SWOT model to current operating situation of BG company. Third, this section will analyze the marketing strategy and marketing mix strategy of BG company in detail. Finally, according to above, this paper will give advices of support scheme and carrying on market strategy of BG company.
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