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论文编号：	15086
作者编号：	2320200332
上传时间：	2024/12/10 11:24:44
中文题目：	CM医疗设备公司拓展墨西哥市场营销策略研究
英文题目：	Research on Marketing Strategy of CM Medical Equipments Company in Mexico
指导老师：	许晖
中文关键字：	营销策略;墨西哥;医疗器械市场
英文关键字：	Marketing Strategy;Mexico;Medical device market
中文摘要：	随着国产医疗器械行业的崛起，国产医疗器械在国内市场的占有率逐年提高，在逐步改变欧美品牌一家独大的局面的同时，凭借稳定的产品质量和极具竞争力的价格，国产医疗器械企业开始开拓海外市场，海外市场占有率也在稳步提升。CM医疗器械公司作为众多国内医疗器械企业的代表，在海外多个国家市场拓展发力，尤其是在亚非拉等发展中国家的市场占比增长迅速。墨西哥作为拉美市场的主要国家之一，成为诸多医疗器械企业在整个拉美市场的兵家必争之地，竞争异常激烈。 选择墨西哥这个非常有特色的典型市场，以CM公司为对象进行研究。旨在结合 CM公司自身的产品和技术优势，针对CM公司在这一市场拓展过程中所面临的现实问题，立足于墨西哥医疗器械市场实际情况和特点，探讨怎样制定行之有效的营销策略，并匹配适合的营销组合策略。 本文首先从宏观和微观两个层面深入分析了当前墨西哥医疗器械市场的内外部环境和特征，结合PEST分析、五力模型和SWOT矩阵等相关理论，详细描述了市场环境下CM公司所面临的竞争情况。基于墨西哥市场发展进程的分析以及CM公司发展现状分析，本文整理出CM公司存在的几点问题：渠道冲突、定价混乱、定位模糊、低效推广。CM公司进入该市场后，立即锁定市场目标，参照营销策略等理论指导以及公司本身情况，在明确自身优势与不足以后进行市场细分，最终锁定三大城市区域作为目标市场。基于营销组合策略方面的理论指导，在关键部分着重解析产品策略的解决方案、兼顾内外两部分的渠道策略、三位一体的促销策略以及详细的价格策略等。基于不同层面制定合理化应对手段，具体包括人力、组织、风险控制以及信息资源的高效配置等，确保各项组合策略以及营销策略能够平稳落地，为CM公司开辟墨西哥医疗器械市场奠定基础。
英文摘要：	With?the?development?of?the?domestic?medical?device?industry, the?share?of?domestic?medical?device?companies?in?the?domestic?market?has?increased?year?by?year.While?gradually?changing?the?situation?where?European?and?American?brands?dominate?the?market, domestic?medical?device?companies?have?begun?to?develop?overseas?markets. With?stable?product?quality?and?competitive?prices, their?overseas?market?share?has?also?been?steadily?increasing. As?a?representative?of?many?domestic?medical?device?companies, CM?Medical?Devices?has?made?great?efforts?to?expand?its?market?in?many?overseas?countries, especially?in?developing?countries?such?as?Asia, Africa?and?Latin?America, where?its?market?share?has?grown?rapidly. As?one?of?the?main?countries?in?the?Latin?American?market, Mexico?has?become?a?battleground?for?many?medical?device?companies?in?the?entire?Latin?American?market, and?the?competition?is?extremely?fierce. This?thesis?takes?CM?Company?as?research?object?and?selects?Mexico, a?typical?market?with?unique?characteristics. It?aims?to?explore?how?to?combine?CM?Company's?own?product?and?technology?advantages, based?on?the?characteristics?of?the?Mexican?medical?device?market, scientifically?output?marketing?strategies?and?select?market?marketing?combination?strategies?in?a?targeted?manner?through?marketing-related?theories?and?practices, and?solve?the?practical?problems?of?CM?Company?in?the?process?of?market?expansion. This thesis, firstly, combines PEST analysis, five forces model, SWOT matrix and other related theories to deeply analyze the internal and external environment and characteristics of the current Mexican medical device market from both macro and micro levels, at the same time, the competitive situation of CM company is discussed in detail according to the market environment.Based on the analysis of the development process of the Mexican market and the analysis of the development status of CM companies, this paper sorts out several problems of CM companies: channel conflict, pricing confusion, fuzzy positioning and inefficient promotion. After entering the market, CM company immediately locked the market target, referring to the theoretical guidance such as marketing strategy and the company's own situation, segmented the market after clarifying its own advantages and disadvantages, and finally locked the three major cities as the target market. Based on the theoretical guidance of marketing combination strategy, the key parts focus on analyzing the solution of product strategy, the internal and external channel strategy, the trinity promotion strategy and the detailed price strategy. Based on different levels of reasonable countermeasures, including manpower, organization, risk control and efficient allocation of information resources, to ensure the smooth implementation of various combination strategies and marketing strategies, and to lay a foundation for CM companies to open up the Mexican medical device market.
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