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论文编号：	14928
作者编号：	2320224179
上传时间：	2024/12/6 16:03:47
中文题目：	BK公司颈动脉支架产品营销策略研究
英文题目：	Research on the marketing strategy of carotid artery stent of BK Company
指导老师：	薛红志
中文关键字：	颈动脉支架；营销战略；营销策略；市场定位
英文关键字：	carotid artery stent; marketing strategy; marketing tactics; market positioning
中文摘要：	随着中国经济的快速增长和医疗水平的大幅度提升，我国脑卒中的诊治工作也得到了空前的发展。脑卒中严重威胁着人们的健康，其主要分为缺血性脑卒中和出血性脑卒中，血管堵塞引起的称之为“缺血性卒中”，占到整体卒中比例的3/4。该疾病以高发病率、高致死率、高致残率、高复发率为主要特征，成为人类健康的一大杀手。在中国，脑卒中治疗的相关诊疗器械也依托国内经济的增长和人民对健康生活的迫切需求而得到了长足发展。但是在中国的缺血性脑卒中的诊治工作中，存在着地区间诊疗水平发展不均衡；医保支付分配的管控；行业内竞争企业快速增加，产品同质化严重，企业面临着越来越激烈的竞争压力。在这样的背景下，本文选取BK公司颈动脉支架产品为研究对象，运用相关营销理论对BK公司颈动脉支架产品营销策略进行分析，并给出营销策略优化和改进建议。 基于对BK公司颈动脉支架所处行业的分析，本文对核心章节所涉及到的营销战略和策略理论，如：市场营销的发展观念、市场营销战略STP理论、营销策略组合4Ps理论以及7Ps理论、4Cs理论及4Rs理论等相关理论进行回顾。紧接着，本文运用赫芬达尔指数分析、波特五力模型以及产品生命周期理论对BK公司颈动脉支架产品进行竞争环境分析和营销现状分析，从而提出BK公司颈动脉支架产品现行营销策略所面临的问题和挑战，又结合企业内部核心能力分析，从而运用STP定位理论，对企业市场细分，目标市场选择以及市场定位的营销战略选择给出建议方案。最后，从产品、价格、渠道、推广的4P营销组合几个维度给出针对BK公司营销策略改进的具体实施措施建议。 本文通过对BK公司颈动脉支架产品现状的内外环境分析和研究，并通过STP战略定位运用及4P营销组合重构，将BK公司颈动脉支架产品定位到“串联病变”这一细分市场，并明确合并颅内颈动脉患者以及主要从事该领域介入治疗的医生为目标客户群体，最终形成产品和服务的差异化定位，进而提出促进BK公司颈动脉支架产品未来营销发展的营销组合策略建议。此外，本文实际案例中的定位及营销组合分析也为营销战略定位及策略研究提供有意义的探索。
英文摘要：	With the rapid growth of the Chinese economy and a significant improvement in medical standards, the diagnosis and treatment of stroke in China have achieved unprecedented development. Stroke poses a serious threat to people's health, primarily divided into ischemic stroke and hemorrhagic stroke, with ischemic stroke caused by blood vessel blockage accounting for 3/4 of all strokes. It is characterized by high incidence, high mortality, high disability rate, and high recurrence rate, making it a major killer of human health. In China, medical devices related to stroke treatment have seen significant development due to the country's economic growth and the urgent need for public health. However, in the diagnosis and treatment of ischemic stroke in China, there are disparities in the development of medical levels among regions, as well as constraints in medical insurance allocation and increasing competition in the industry leading to severe product homogeneity, putting companies under growing competitive pressure. In this context, this thesis selects BK company's carotid artery stent product as the research subject, applying relevant marketing theories to analyze the marketing strategy of BK company's carotid artery stent product and provide suggestions for marketing strategy improvement and optimization. Based on the analysis of the industry where BK company's carotid artery stent is positioned, this thesis reviews key chapters related to marketing strategies and theoretical frameworks such as the developmental concept of marketing, STP theory of marketing strategy, 4P and 7P theories of marketing tactics, 4C theory, and 4R theory. Subsequently, this thesis conducts a current analysis and competitive environment analysis of BK company's carotid artery stents using the Fendall index analysis, Porter's Five Forces model, and product lifecycle theory to identify the issues and challenges faced by the current marketing strategies of BK company's carotid artery stent product. By combining an analysis of the company's internal core capabilities and applying STP positioning theory, the thesis provides recommendations for market segmentation, target market selection, and market positioning strategies. Finally, specific implementation measures and recommendations for improving the marketing strategy of BK company are provided from the perspectives of product, price, distribution, and promotion in the 4P marketing tactics. Through the analysis and research of the internal and external environment of BK company's carotid artery stent product, as well as the application of STP strategic positioning and the reconstruction of the 4P marketing tactics, the product is positioned in the niche market of "tandem lesions". The thesis clearly targets patients with combined intracranial and carotid artery lesions and doctors primarily engaged in this field of interventional therapy as the target customer group, establishing a differentiated positioning of products and services. This leads to the proposal of marketing mix tactics recommendations to promote the future marketing development of BK company's carotid artery stent product. Furthermore, the practical case positioning and marketing mix analysis in this thesis provide meaningful exploration for marketing strategy positioning and tactics research.
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