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论文编号：	7454
作者编号：	2220130009
上传时间：	2015/6/10 6:31:51
中文题目：	国产人工关节产品营销策略研究
英文题目：	Research of Marketing Strategies of Domestic Artificial Joint Product
指导老师：	张永强
中文关键字：	国产人工关节 营销定位 营销组合策略
英文关键字：	domestic artificial joint Market-Position Mix-Marketing Strategies
中文摘要：	国产人工关节生产领域在我国属于朝阳产业。随着国内人口老龄化程度的不断提高和国家医疗保险体系的逐步完善，随着国家经济快速发展和人民生活水平普遍提高，使得人工关节产品市场具有巨大的潜力和广阔的发展空间。国产人工关节行业在拥有这些机遇的同时，也面临着许多挑战。一些进口品牌像：depuy、Zimmer、stryker、Biomet和Nith&Nephew。这些国际大品牌占据了我国人工关节产品行业总销售的70%以上的市场份额。一、二线城市的大型医院的市场主要是以进口品牌为主，国产人工关节产品主要是在三、四线城市的医院销售。特别是近两年来还出现了本来就为数不多的国产人工关节生产厂家被外资厂家收购的情况。所以在国产人工关节生产仍然还处在起步阶段的时候，如何通过准确的市场定位，采取正确的营销组合策略，使国产人工关节产品摆脱在竞争中的不利局面，抓住市场机遇，不断壮大国产人工关节产品产业，将是我们业界人士无法回避的挑战。 本文将以A公司作为研究案例，以市场营销理论为导向，从战略的层面和营销的视角，分析我国人工关节产品行业所具有的机遇、优势及所面对的劣势和挑战。制定正确的营销战略和可行性的营销策略，从而实现为企业提供准确的信息来源，真正走出一条可使国产人工关节产业持续发展并稳步走向成功之路。 本论文共分六章，第一章，绪论，阐述本文的研究背景和意义，研究思路和方法及构架。第二章，回顾了相关的营销理论:SWOT分析法、STP战略、4P、4C及关系营销和服务营销策略，确保本文的研究始终在正确理论的指导下进行。第三章,通过对国内人工关节产品市场的现状分析，正确认识国产人工关节产品市场的营销环境。第四章，在准确把脉市场竞争环境的基础上，深入分析A公司的实际情况，并发现问题所在。在深入分析公司营销现状基础上，运用STP 战略为指导和SWOT分析法对人工关节产品市场进行细分、确定目标市场及准确的市场定位。第五章，A公司人工关节产品市场定位及营销策略。以4P、4C、关系营销及服务营销策略为基础，具体阐述了A公司营销策略如何实施。第六章，结论，对本文的研究进行归纳和总结。 本文采用理论与实际紧密结合的方法，对国产人工关节产品市场进行了深入的探讨和研究，并找出优势、机遇、劣势及问题所在。从战略的层面讨论国产人工关节的市场细分、目标市场确定、市场定位以及如何采用相应的营销策略实现企业的战略目标。并试图为我国人工关节生产行业找到一条在激烈竞争的市场环境下能生存发展并逐渐壮大的一种方法。
英文摘要：	Domestic artificial joint industry is a young one in our country. With the speeding of population’s aging, improving of government medical care policies, and the development of our country’s economy and the improving quality of people’s live .The artificial joint industry market will have a great future in the time to come. While, the domestic artificial joint industry has these opportunities, also facing a lot of challenges. Some import brands are very famous like Depuy, Zimmer, Stryker, Biomet and Nith&Nephew, they take more than about 70% the market share in this line in China. Hospitals in the bigger cities mainly use the import artificial joints in their operations. Domestic artificial joints mainly have been used in smaller hospitals in smaller cities,especially in recent couple of years, some domestic artificial joint plants which originally are small and weak were bought by the big foreign companies. So how to correctly find out our own right position in the market , to step the right mix-marketing strategies to walk out of awful situation, to grasp the opportunities and to develop the industry is a unavoidable challenge that anyone in this line has to face. This pager is divided into six chapters.the first one is about background and significant,main contents and the ways of searching. The second one is about the theories of the base the paper studies on. The third one is about the situation of Chinese artificial joints industry. The fourth one is about the deep searching of the A company to find out the what is the problem. The fifth one is about how to segment , target and position market under the guide of STP. How to use the SWOT ,the 4Ps and 4Cs help the A company setting up the right strategies according the real situation. The sixth one is about the ending summary of the paper.
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