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| 论文编号： | 7740 | |
| 作者编号： | 2220130958 | |
| 上传时间： | 2015/12/4 11:05:06 | |
| 中文题目： | ESSEN公司心脏支架产品的商业模式优化研究 | |
| 英文题目： | Research on the business model of ESSEN heart stents | |
| 指导老师： | 杨斌 | |
| 中文关键字： | 关键词：商业模式重构、营销模式、心脏支架 | |
| 英文关键字： | Key words: Refactoring Business Model; Marketing Model; Heart Stents | |
| 中文摘要： | 随着我国人口老龄化程度日益增高，心血管疾病患者数量正在不断增多。对心肌梗塞患者而言，心脏支架冠脉介入术是挽救生命的福音，每年我国有几十万患者通过植入的心脏支架获得有效治疗，改善生活质量。因此，中国心脏支架介入市场有巨大潜力可挖 。但是，心脏支架市场毕竟是个相对年轻的市场，在我国只有十几年的发展历史。在短短十几年内，心脏支架市场经历了从卖方市场到买方市场、供不应求到供过于求、无竞争到充分竞争的转变，且市场环境越来越复杂，政府监管越来越严格。在这些变化之下，终端不断降价，营销成本不断提高，生产商和经销商的利润空间正在逐步缩小，原有的商业模式已显乏力，经销商积极性和经营信心渐弱。因此，心脏支架商业模式该如何构建，才能适应心脏支架微利时代的来临，才能在日益加剧的品牌竞争中立于不败之地，才能脱颖而出，引领市场的健康良性发展，成为诸多业内人士关注和思考的问题。本文在对商业模式及营销渠道的理论梳理之上，通过对ESSEN公司心脏支架营销渠道和商业模式现状的分析，总结出该公司商业模式重构的维度和进程。具体而言，我们首先梳理了商业模式的内涵、特征、结构，指出我国医药企业商业模式的一些特点和发展现状。然后介绍了心脏支架的产品特征，如心脏支架技术的历史演进、产品构成。并从市场参与者和产品竞争状况两个角度，分析了心脏支架行业环境。最后分析Essen科技公司的商业模式，指出其不足表现在分销模式导致回款时间长，资金不足额等方面,并提出八种计划想法来对未来营销模式进行优化。 | |
| 英文摘要： | The population of cardiovascular disease patient is growing, with the rising degree of aging population in our country. For patients with myocardial infarction, heart stents coronary interention is their hope to live longer. In our country, hundreds of thousands of patients get effective treatment every years, when they use heart stents. Therefore, there are a big market in China. But, the heart stents market is a young market, with only more than ten years of history. It has experienced big changes from sellers’ market to buyers’ market, from the demand exceeds supply to supply exceeds demand. The market environment is more and more complex, the government regulations are more and more strict. In these conditions, the original business model does not work very well. There is left narrowing profit for manufacturers and dealers. They are losing confidence. Based on the review of theories of business model and marketing channel theory, we analyses the current situation of business model of Essen company, and sum up the problems it suffers. Specifically, we first review the connotation, characteristics, structure of business model, and point out some characteristics of pharmaceutical enterprises in China. Then we introduce the heart stent product characteristics, such as the historical evolution of stent technology, product composition. We also analyses the heart stents industry environment. Lastly, we analyses the business model of Essen company, point out the shortages of it, and come up with eight ideas to improve it. | |
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