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论文编号：	11553
作者编号：	2320170377
上传时间：	2020/4/16 10:17:49
中文题目：	中锐医疗器械公司市场营销策略研究
英文题目：	Research on Marketing Strategy of Zhongrui Medical Device Company
指导老师：	马连福
中文关键字：	中锐医疗器械公司；市场营销；策略；4P营销理论
英文关键字：	Zhongrui Medical Devices Company; marketing; strategy; 4P marketing theory
中文摘要：	摘 要 近年来，国家高度重视医疗器械的创新研究，新医改、两票制等政策措施促进了医疗企业的发展，经济发展及老龄化程度加剧等因素,促进了医疗器械的市场发展。中锐医疗器械公司（简称“中锐公司”）是以脑为中心，坚持自主研发、持续创新，致力于脑部诊疗医疗器械的研发、生产和销售的现代化高新技术企业。结合颅脑生理特征，围绕临床脑部疾病诊疗，公司研发脑生理监护、脑意识活动评价、脑认知功能活动观测等三个层次的医疗器械。通过由尖端技术到临床器械的科技成果转化，为医生及脑功能研究者提供重要的脑生理信号检测和脑功能调控设备，为分析、研究脑智活动和诊断、治疗脑部疾病提供重要工具。随着经济的发展和市场的不断变化，公司在产品销售中遇到了许多新问题、新挑战。因此，有必要对公司目前在营销方面遇到的问题进行系统而全面分析。并在结合理论的基础上，确定一个行之有效、且符合企业自身发展的市场营销策略方法。 本文对中锐公司的市场营销策略进行研究，具体研究内容如下几个方面： （1）对选题背景及意义、研究的内容和方面、论文的基本框架进行介绍。对理论基础及文献进行综述。 （2）对中锐公司的概况进行介绍。利用PEST模型来分析中锐公司的外部环境，运用Porter Five Force模型分析公司内部环境的资源和能力，同时分析公司的产业环境，对中锐医疗器械公司的优势、劣势、机遇和威胁4个方面进行SWOT分析。 （3）对中锐公司市场营销环境进行分析。结合访谈法和问卷调查法对中锐公司的营销现状进行分析，总结分析出当前中锐公司市场营销存在核心产品单一、定价系统不完善、临床客户对于目前技术不了解、销售团队建设不够的问题。 （4）制定中锐公司的市场营销策略。首先阐明中锐公司制定的现阶段市场营销策略内容，在此基础上采用STP模型进行深入分析，认识到目前公司的实际营销环境，以及存在的营销问题，科学的进行目标市场的选择、准确定位，结合4P营销理论，进而制定有针对性、有可操作性的市场营销组合策略。 （5）提出了中锐公司市场营销策略的实施措施：科学测算市场容量、加强产品销售规划、加强客户教育、加强销售队伍建设、制定合理的市场营销组合等，以及实施的保障措施：加强人力资源建设、建立营销管理制度、建立合理的绩效考核制度等。 通过制定并切实实施合理的营销战略，中锐公司将有效地进行市场开发。在此过程中，获得的一些经验以及教训，也希望可以为本行业其他企业，提供市场战略的参考与借鉴。 关键词：中锐医疗器械公司；市场营销；策略；4P营销理论
英文摘要：	Abstract In recent years, the state has attached great importance to the innovative research of medical devices. The new medical reform and two-vote system have promoted the development of medical enterprises, economic development and the aging of the medical system, and promoted the market development of medical devices. Zhongrui Medical Devices Company (hereinafter called the ‘Zhongrui Company’) is a modern high-tech enterprise devoted to the research and development, production and sales of brain diagnosis and treatment medical devices. Based on the physiological characteristics of the brain and focusing on the diagnosis and treatment of clinical brain diseases, Zhongrui Company insists on independent research and continuous innovation, and develops three levels of medical devices including brain physiological monitoring, evaluation of brain consciousness activities and observation of brain cognitive functions. Through the transformation of scientific and technological achievements from advanced technology to clinical instruments, Zhongrui Company will provide important brain physiological signal detection and brain function regulation equipment for doctors and brain function researchers, and provide important apparatuses for analyzing and studying cerebral activities, also for diagnosing and treating brain diseases. With the development of the economy and the ever-changing market, the company has encountered many new problems and new challenges in product sales. Therefore, it is necessary to conduct a comprehensive and systematic analysis of the problems that the company is currently experiencing in the marketing process. On this basis, based on the theory, find out the corresponding marketing strategy methods. This paper studies the marketing strategy of Zhongrui Company. The specific research contents are as follows: 1. Introduce the significance and background of the topic, the content and aspects of the research, and the basic framework of the paper. Review the theoretical basis and literature. 2. Introduce the generalization of Zhongrui Company. Using PEST to analyze the external environment of Zhongrui Company, use the Porter Five Force model to analyze the company's industrial environment, analyze the resources and capabilities of the company's internal environment, and analyze the advantages and disadvantages, opportunities and threats of the current Zhongrui Company with SWOT analysis. 3. Analyze the marketing environment of Zhongrui Company, analyze the marketing status of Zhongrui Company by means of interview method and questionnaire survey method. Summarize and analyze the current core product of Zhongrui Company, the pricing system is imperfect, and clinical clients are not aware of current technology, and the sales team is not built enough. 4. Establish the marketing strategy of Zhongrui Company. Firstly, clarify the guiding ideology of Zhongrui Company's marketing strategy. On this basis, carry out STP analysis, combined with the above-mentioned marketing problems and analysis results of the marketing environment, select and position the target market for the company, combined with 4P marketing theory, and then develop targeted, operable marketing portfolio strategy. 5. Establish the implementation measures of Zhongrui Company marketing strategy: scientifically measure market capacity, strengthen product sales planning, strengthen customer education, strengthen sales team construction, establish reasonable marketing portfolio strategy, etc., and implement safeguard measures: strengthen human resources Construction, establishment of marketing management system, establishment of a reasonable performance appraisal system. It is hoped that by establishing a reasonable marketing strategy, Zhongrui company will be able to effectively carry out market development and expansion, and provide reference for marketing strategies for related industry enterprises. Keywords: Zhongrui Medical Devices Company; marketing; strategy; 4P marketing theory
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