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论文编号：	14456
作者编号：	2320213711
上传时间：	2023/12/22 22:28:32
中文题目：	XT公司医疗信息化产品营销策略改进研究
英文题目：	Improvement of Marketing Strategy for XT Company''''s Medical Information Products
指导老师：	张永强 教授
中文关键字：	XT公司、医疗信息化产品、营销策略
英文关键字：	XT Company, medical information products, marketing strategy
中文摘要：	在国家倡导“智慧医疗”推动医疗模式变革的背景下，多数医院在基础信息化建设完成后，下一阶段的建设目标逐渐细化。医疗信息化从医院整体层面的医疗服务层，逐步发展到科室治疗管理等层面。XT公司作为有抱负的企业，早期对医疗健康管理做出巨大设想，希望构建成熟的慢病管理模式。为此，公司构建了先“TO B”再“TO C”的基本发展战略，将专注于某个专科领域的软件产品服务作为市场切入点，定位于各个省市级头部医院，通过某项产品及服务解决科室面临的一系列问题，以此构建与医院方的强关联，为后续战略提供品牌形象和用户平台基础。然而随着市场不断增大，用户数量增长，大三甲医院客户占比数量高在前期可作为品牌背书，但后期运维管理上逐步变成了高额的成本负担，使得XT公司出现了经营危机。 本文主要是探讨XT公司要想在当前形势下转危为安，不得不转变经营思路，在多个层面展开变革。通过PEST模型分析市场环境，和用户需求在环境变化情况下的转变，再通过马斯洛需求理论探究其核心需求，最终明确STP战略定位和目标市场，并制定4P策略来改进营销策略。在整个研究框架中，为了更好理解企业的发展路径，本文对XT公司早期的发展态势做了分解，在应对问题时候的策略失误做出剖析，而后利用所学的科学分析手段，对营销策略进行优化。本文也提供了一些切实可行的执行策略，如优化组织架构、商机管理流程、激励政策等。 本文最大的特点是紧密应对当前时事，道出当前大量中小企业面临的困境，并以此为样本，梳理了一条问题解决之道。笔者希望在今后持续的研究中，将微观层面的研究持续下去，提高XT公司在市场的生存和竞争能力同时，为处在同样境况的企业提供一个科学发展的范本。
英文摘要：	In the context of the national promotion of "Smart Medicine" to facilitate the transformation of medical models, most hospitals have completed fundamental information construction and are refining their development goals for the next stage. Medical informatization has progressed from the hospital-wide level of medical service to the department-level treatment management. As an aspiring company, XT made large assumptions about medical health management in the early stage and hoped to establish a mature chronic disease management model. To this end, the company formulated a basic development strategy of "TO B" and then "TO C", focusing on providing software product services in a specialized field as a market entry point, positioned in top-level hospitals at all provincial and municipal levels, and solving a series of problems faced by departments through a certain product and service, building a strong connection with the hospital and providing brand image and user platform foundation for subsequent strategies. However, as the market continues to expand and the number of users grows, the high proportion of top-level hospitals as customers can serve as a brand endorsement in the early stage, but in the later stage, operation and maintenance management gradually becomes a high cost burden, leading to an operational crisis for XT Company. This article mainly explores how XT Company can turn around its current situation and survive by changing its management ideas and initiating reforms in multiple dimensions. Through PEST model analysis of market environment and changes in user needs under environmental changes, and then exploring their core needs through Maslow's demand theory, we ultimately clarify the STP strategic positioning and target market, and develop 4P strategies to improve marketing strategies. In the entire research framework, in order to better understand the company's development path, this article decomposes the early development trend of XT Company, analyzes its strategic mistakes in dealing with problems, and then uses learned scientific analysis methods to optimize marketing strategies. This article also provides some practical and feasible execution strategies such as optimizing organizational structure, business opportunity management process, incentive policies, etc. The biggest feature of this article is closely addressing current events and exposing the current plight facing many small and medium-sized enterprises. By doing so as a sample, it sorts out a problem-solving approach. The author hopes that in future continuous research, the micro-level research will continue to improve XT Company's survival and competitiveness in the market while providing a scientific development paradigm for companies in similar situations.
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