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论文编号：	7039
作者编号：	2120112823
上传时间：	2014/12/10 19:47:05
中文题目：	飞利浦医疗影像设备营销及其实施研究
英文题目：	The Study of the Marketing Strategy and Implementation of Philips Medical Imaging Equipment
指导老师：	李桂华
中文关键字：	飞利浦医疗；医疗影像设备；营销策略；关系营销
英文关键字：	Philips medical; Medical imaging equipment; Marketing strategy ; Relationship Marketing
中文摘要：	经济的快速发展，城市化推进速度的加快，同时面临的人口老龄化发展问题日益严重，而医疗体制的改革也在不断的走入深水区，医疗器械行业的发展面临着极大的机遇。而作为大型的医疗影像设备更是面临着空前的发展，这一领域同时也成为各大厂家争夺的主战场。而飞利浦作为医疗影像设备行业的领导者，其高端产品占据着较大的市场份额，在激烈的竞争中能否保持持续的领先优势则成为飞利浦面临的重要问题。 本文以新的经济形势和医疗环境为背景，通过对飞利浦医疗影像设备面临的营销环境和目前营销现状的分析，进而分析飞利浦医疗影像设备在中国的发展机遇和面临的挑战。 首先，本人通过工作中所遇到的问题以及长时间的观察和思考，对飞利浦医疗影像业务的现状进行分析和介绍。同时结合MBA学习的市场营销方面的理论知识来进行论文的写作。通过PEST分析法详细的分析了飞利浦医疗影像设备面临的宏观市场环境和微观市场环境。借助迈克尔波特的五力模型详细的分析了飞利浦医疗影像设备面临的竞争状态，即行业竞争对手、潜在进入者、替代者、卖方和买方的情况进行详细的分析。进一步结合SWOT分析飞利浦医疗医疗影像设备所具有的优势和面临的机会，从而规避自身的劣势和消除威胁。 基于对医疗机构的市场细分，进而明确飞利浦医疗影像设备的市场选择，同时结合市场的细分情况和目标市场的选择情况进而对飞利浦医疗影像设备的各个产品进行市场定位。在进行市场细分定位后来具体讨论飞利浦在中国所采取的营销策略组合选择，包括产品、价格、渠道和服务等策略。并在文章最后结合一些工作体会和飞利浦目前正在实施的一些措施即人员保障、加强关系营销、强化品牌营销和拓展租赁营销等来保障飞利浦医疗影像设备营销策略的实施。 最后，希望通过对飞利浦医疗影像设备营销策略的深入分析，可以提供给国内医疗设备厂商一些国外医疗设备品牌在中国的一些好的营销策略的借鉴，进而共同促进中国医疗器械市场健康，持续的快速向前发展，进一步推动中国医疗卫生事业的进步。
英文摘要：	With economic development, urbanization, and population aging development issues while facing increasingly serious, and the reform of the health care system is constantly into the deep water, the development of the medical device industry is facing great opportunities. As a major medical imaging equipment is facing an unprecedented development, this area also has become the major manufacturers in the battle. Philips as a medical imaging equipment industry leader, and its high-end products occupy a larger market share in the fierce competition in the ability to maintain sustained leadership has become an important issue faced by Philips. In context of the new economic situation and medical environments,the article analyzed the marketing environment and the current marketing situation of the Philips Medical imaging equipment facing ,and on top of it,illustrated the opportunities and challenges that Philips Medical imaging equipment is facing for development in China. First, the problem I encountered through work and long-term observation and reflection, the status of Philips Medical Imaging business analysis and presentation. Combined with theoretical knowledge learning MBA marketing to carry out the thesis writing. PEST analysis through detailed analysis of the macro environment and micro market environment faced by Philips Medical imaging equipment. With Michael Porter's five forces model detailed analysis of Philips Medical imaging equipment faces competition state that the industry competitors, the situation of potential entrants, substitute, the seller and the buyer to conduct a detailed analysis. SWOT analysis is further combined with the advantages and opportunities of Philips Medical Medical imaging equipment has faced thus circumvent their own weaknesses and eliminate the threat. Through in-depth interpretation of market Philips market segmentation and selection and market positioning , Philips in China to discuss the specific marketing strategies adopted by portfolio, including product strategy, pricing strategy, channel strategy and service strategy . And at last, combined with some work experience and Philips currently implementing some of the measures that personnel security , relationship marketing , and strengthen marketing, brand marketing and leasing Philips Medical imaging equipment to protect the implementation of marketing strategies . Finally, I hope with in-depth analysis of Philips Medical imaging equipment’ marketing strategy that can be provided to the domestic medical equipment manufacturers some foreign brands in China 's medical equipment some good marketing strategies of the draw, and then jointly promote the healthy and continuous development of China's medical device market , sustained rapid forward to further promote the progress of China's medical and health undertakings .
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