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论文编号：	14189
作者编号：	2320200526
上传时间：	2023/12/7 21:49:10
中文题目：	K公司医疗器械销售渠道管理优化研究
英文题目：	Research on Optimization of Medical Device Channel Management of K Company
指导老师：	张耀伟
中文关键字：	渠道管理；医疗器械；优化方案
英文关键字：	Channel Management，Medical Device，Optimization Strategy
中文摘要：	近几年来，因受到国产替代政策的影响，外资医疗器械企业在公立医疗系统的销售业务受到了前所未有的挑战。一方面大批国内新兴医疗器械公司加大研发力度，大规模进入中低端市场；另一方面，国内医疗器械公司为更快的占领市场，采取更为灵活的渠道管理模式，大批外资医疗企业出现增长疲软，业绩下滑等销售困境。 K公司是医疗内窥镜进口品牌的领导者，面对国产化政策环境的冲击，企业陷入销售困境。大批国产竞争者涌入市场，国产医疗内窥镜公司为了借助政策优势尽快打入市场，都建立了一套符合自己公司特色的渠道管理模式，这也使得医疗渠道的建设和管理成为市场营销中的重中之重。如何将产品和服务更好的推向市场，保住原有市场份额和开发增量市场，销售渠道在这其中起着极其重要的作用。本论文以K公司为研究对象，针对K公司近年来渠道销售业绩欠佳、渠道销售人员专业性不足、渠道覆盖能力不足等现状进行科学分析，通过科学管理理论找到一套适合K公司渠道管理的优化方案，提升K公司产品在市场上的竞争力。 本文首先整理了国内外专家学者在渠道管理方面的研究成果和文献资料,结合渠道管理理论方法和医疗器械营销特点，提炼出适合本文研究的渠道管理理论：渠道结构理论、渠道关系理论、渠道成员激励理论、渠道控制理论。其次，针对K公司渠道管理现状进行阐述，提出渠道管理中存在和需要解决的问题，主要包括三方面：一、K公司渠道结构单一，市场覆盖明显不足；二、渠道成员评估结果不理想，优质渠道资源占比低；三、渠道冲突日益凸显，渠道成员忠诚度下降，品牌信心不足，积极性不高。后针对问题产生的原因进行分析，主要归因包括：来自外部的国产化政策导向和市场竞争；来自内部的渠道链建设不完善、缺乏对优质渠道资源积累和筛选、渠道管理责权划分不清晰。最后，从渠道结构优化、渠道成员选择、渠道关系管理、渠道激励等方面提出优化方案和实施保障方案。本文研究成果不仅对K公司优化渠道管理具有现实意义,也对其他医疗行业公司的渠道建设和发展提供有益的参考价值。
英文摘要：	In recent years, due to the impact of domestic substitution policies, foreign medical device companies have faced unprecedented challenges in their sales business in the public medical system. On the one hand, a large number of emerging domestic medical device companies have increased their research and development efforts, entering the mid to low end market on a large scale; On the other hand, domestic medical device companies have adopted a more flexible channel management model to occupy the market faster, resulting in a large number of foreign medical enterprises experiencing sales difficulties such as weak growth and declining performance. K Company is a leader in the import of medical endoscope brands. Faced with the impact of localization policy environment, the company has encountered sales difficulties. A large number of domestic competitors have entered the market. In order to leverage policy advantages to quickly enter the market, domestic medical endoscope companies have established a channel management model that is in line with their own company characteristics. This has also made the construction and management of medical channels a top priority in marketing. How to better promote products and services to the market, maintain existing market share, and develop incremental markets, sales channels play an extremely important role in this. This paper takes K Company as the research object, and conducts a scientific analysis on the current situation of K Company's poor channel sales performance, insufficient professionalism of channel sales personnel, and insufficient channel coverage ability in recent years. Through scientific management theory, a set of optimization plans suitable for K Company's channel management is found to enhance the competitiveness of K Company's products in the market. This thesis first summarizes the research achievements and literature materials of domestic and foreign experts and scholars in channel management. Combining the theoretical methods of channel management and the characteristics of medical device marketing, it extracts suitable channel management theories for this study: channel structure theory, channel relationship theory, channel member incentive theory, and channel control theory. Secondly, it elaborates on the current situation of K company's channel management and proposes the problems that exist and need to be solved in channel management, mainly including three aspects: firstly, K company has a single channel structure and obvious insufficient market coverage; Secondly, The evaluation results of channel members are not ideal, and the proportion of high-quality channel resources is low; Thirdly,Channel conflicts are becoming increasingly prominent, channel members' loyalty is decreasing, brand confidence is insufficient, and enthusiasm is not high. After analyzing the reasons for the problems, the main attribution includes: external localization policy orientation and market competition; The internal channel chain construction is incomplete, there is a lack of accumulation and screening of high-quality channel resources, and the division of channel management responsibilities is unclear. Finally, optimization plans and implementation guarantees are proposed from aspects such as channel structure optimization, channel member selection, channel relationship management, and channel incentives. The research results of this thesis not only have practical significance for K Company to optimize channel management, but also provide useful reference value for the channel construction and development of other medical industry companies.
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