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论文编号：	8963
作者编号：	2120142777
上传时间：	2016/12/12 17:30:03
中文题目：	GE公司麻醉机产品中国市场环境分析和营销策略研究
英文题目：	Analysis the Chinese market environment of the anesthesia machine products of GE and research marketing strategy
指导老师：	焦媛媛
中文关键字：	中国医疗器械行业;麻醉机;市场定位;营销策略
英文关键字：	Chinese medical device;anesthesia machine;market positioning;market strategy
中文摘要：	中国是世界上人口众多的国家，有着13亿人口。随着人民生活水平的提高，对于身体健康的重视程度增加，医疗的需求也日益增多，因此医疗行业存在着巨大的市场机会。中国的医疗卫生事业起步较晚，基础设施建设比较薄弱，医疗设备是医院提升诊疗水平必备的硬件设施，因此医疗设备行业上升空间仍然巨大。近年来，中国医疗设备行业始终保持着高速增长，属于朝阳产业。麻醉机是医院的手术室中必备的医疗设备。随着医疗水平的进步，民众健康意识的提升都对麻醉机提出了更高的要求；随着政府对医疗行业的持续投入以及中国医改对基层医院的建设，包括国家支持私有经济进入医疗行业等政策，都给麻醉机行业带来更广阔的市场空间。 GE公司是全球最大的麻醉机生产商,同时是世界上最好的麻醉机品牌之一。在国际市场上,GE公司生产的麻醉机的市场份额超过50%；在中国市场上, GE目前最主要的竞争对手是德国的德尔格公司。此外随着国家鼓励和扩大国产医疗设备在医院的份额，国产的麻醉机品牌如迈瑞等对麻醉机中国市场造成了很大的冲击，尤其是在政府主导的采购项目。由于国家政策扶持，在招投标过程中给予国产优先的政策导向，因此国产的麻醉机产品频频中标，对中国麻醉机现有的市场格局造成了很大的冲击。本文借助PEST模型,对其所在的大环境及中国医疗设备行业现状，同时对竞争环境及GE公司的内部环境进行分析，应用SWOT分析方法分析出GE麻醉机的优势、劣势以及外部环境所带来的潜在机会和威胁；并在此基础上,运用STP、4P、4C相关营销理论,分别就GE公司麻醉机产品的市场定位、营销策略、制度和管理等方面提出建议，并制定实施保障，使其能够抓住医疗设备行业市场快速发展的机遇,不断地增加市场份额，成为麻醉机行业的领先品牌。
英文摘要：	China is the most populous country in the world with a population of 1 billion 300 million. With the improvement of people's living standards, the increasing emphasis on physical health, medical demand is increasing, so there is a huge market opportunities in the medical industry. China's medical and health services started late, the construction of infrastructure is relatively weak, medical equipment industry is still a huge rise in space. In recent years, China's medical equipment industry has always maintained a rapid growth.Anesthesia machine is an important medical equipment in the operation room of the hospital. With the progress of medical level, enhance the awareness of the public health are of anesthesia machine proposed higher requirements; with the government continued to invest in medical industry and China's reform on the construction of grass-roots hospital, including countries support the private economy to enter the medical profession policy, to Anesthesia machine industry to bring a broader market space. GE is the world's largest producer of anesthesia machines, and is one of the world's best anesthetic machine brands. In the international market, GE production of anesthesia machine market share of more than 50%.In the Chinese the main competitor is the German Draeger company. In addition with the State encourages and the expansion of the domestic medical equipment share in hospital, domestic anesthesia machine brands such as Mindray caused great impact in China anesthesia machine market, especially in the government procurement projects. Due to the national policy support, in the bidding process to give priority to the policy oriented, so domestic anesthesia products frequently won the bid, the existing market structure of China's anesthesia machine caused a great impact. With the help of the pest model, where the environment and status of China's medical equipment industry, and the internal environment of competition environment and GE analysis and application of SWOT analysis method of GE of the anesthesia machine advantage and disadvantage, and the external environment brought about by the potential opportunities and threats; and on this basis, by the use of STP, 4P, 4C marketing theory, respectively on GE anesthesia machine product market positioning, marketing strategy, institution and management recommendations, and to develop implementation of security, So that it can seize the opportunity of rapid development of medical equipment industry market, and constantly increase the market share, becoming the leading brand of anesthesia machine industry. Key words: Chinese medical device anesthesia machine market positioning market strategy
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