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论文编号：	9821
作者编号：	2120152563
上传时间：	2017/12/12 16:51:45
中文题目：	天津精工医疗的营销渠道研究
英文题目：	Research on Marketing Channels of Tianjin Jing-Gong Medical
指导老师：	任星耀
中文关键字：	天津精工医疗，口腔医疗器械，营销渠道，经销商选择与评估
英文关键字：	Tianjin Jing-Gong Medical, Oral Medical Equipment, Marketing Channels，Selection and Evaluation of dealers
中文摘要：	根据《中国医疗器械行业发展蓝皮书》最新统计，2016年中国医疗器械销售额达到3700亿元，相比于2001年的179亿元，15年时间内增长了17.21倍。随着国内居民消费水平的升级和对口腔疾病的愈加重视，人们对口腔医疗的需求也在不断提高。国内外相关医疗企业以及金融资本大举进军该产业，口腔医疗器械市场竞争加剧。随着市场环境的转变，企业的发展速度及规模已不像过去取决于生产速度和规模，而是取决于分销规模，营销渠道成为扩展市场的重要影响因素。天津精工医疗，作为中国最大的口腔医疗器械制造企业之一，自1993成立以来，充分结合中国人对口腔的认知特点，通过不断地研发制造，不断填补着国内口腔医疗器械产品的空白。然而在营销渠道上面，天津精工医疗虽然已经设计出营销渠道的整体发展方向，初步建立起营销渠道的基本框架，然而在营销渠道的管理方面，仍存在不少问题。通过对营销渠道的理论成果研究，作者发现在渠道成员的选择评估、电商与实体渠道冲突的管理等方面，天津精工医疗有很大的提升空间。本文首先回顾了营销渠道的定义、功能，引出营销渠道的管理内涵和职能，并结合中国口腔医疗器械的市场环境，从市场发展现状与竞争分析、消费者特征、渠道类型与模式等维度进行研究分析，为后文天津精工医疗的案例分析做理论和背景铺垫。在归纳相关研究理论和分析天津精工医疗营销战略以及渠道缺口的基础上，从渠道设计、成员管理、渠道控制、渠道激励以及冲突管理等方面，总结了天津精工医疗在市场营销渠道建设上所取得的成功举措，并进一步研究企业在营销渠道上存在的问题，尝试着对问题提出改进方案，希望能为本企业和同行业相关企业的渠道设计与管理提供参考。
英文摘要：	According to the 2016 China Medical Device Industry Development Blue Book statistics, China's medical device market increased rapidly from 17.9 billion yuan in 2001 to 370 billion yuan in 2016, and the average annual growth rate is about 20%. With the improvement of oral health awareness, more and more people began to pay attention to oral diseases, and the demand for oral medicine is rising as well. Domestic and foreign related medical enterprises and financial capital massively enter this industry, and oral medical equipment market competition intensified. As the market environment changes from the seller's market to the buyer's market, the development of enterprises doesn’t depends on the production speed and scale any more, but depends on the scale of distribution. Marketing channels become the key factor of expanding the market. Tianjin Jing-Gong Medical, one of the largest manufacturers of oral medical equipment in China, fully integrated with the Chinese oral cognitive characteristics, and learned from foreign advanced management experience since established in 1993. With continuous R & D and manufacturing, Tianjin Jing-Gong Medical keeps filling the blanks of domestic oral medical equipment products. However, in the marketing channel, it has designed the overall development direction of marketing channels, and built the basic framework of marketing channels, but some problems of channel management exist. With the study of marketing channels’ theoretical results, there’s still big space to improve in the channel members of the selection of assessment, and channel conflict management This paper first reviews the definition and function of the marketing channels, and describes the management connotation and function of the marketing channel. Then it analyzes the aspects of the market development status and competition analysis, consumer characteristics, channel type and mode, etc., and tries to depict the development trend of China's oral medical device market basing on the market environment of Chinese oral medical equipment. With summarizing the relevant research theory and analyzing the strategy and channel gap of Tianjin Jing-Gong Medical Marketing, this paper summarizes the successful practice on the construction of marketing channels, and further studies the problems and tries to find out the solution on the aspects of the channel design, member management, channel control, channel incentive and conflict management. Thus, it hopes to provide a reference for the design and management of the enterprises and related enterprises in the same industry.
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