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论文编号：	9873
作者编号：	2120132569
上传时间：	2017/12/21 8:25:32
中文题目：	百特公司在中国医疗透析市场的营销策略研究
英文题目：	The Research of Baxter’s Marketing Strategy in Chinese Medical Dialysis Treatment Market
指导老师：	许晖
中文关键字：	百特公司；经营策略；4Vs营销组合策略
英文关键字：	Baxter; marketing strategy; 4Vs marketing combinatorial theory
中文摘要：	《中国慢性肾病流行病学调查》结果显示，成人的慢性肾脏发病率已经高达10.8%，即中国约有1.5 亿人有不同程度的肾损害，尿毒症患者可能将近有200 万之多。根据全国病例信息系统，2013 年中国仅有30 万尿毒症患者接受了透析治疗，整体治疗率约15%，低于全球平均治疗率37%，相对于欧美等发达国家75% 以上的治疗率更是望尘莫及。如果中国尿毒症患者都能规律的进行透析，按照目前平均每年透析费用在6-8万元每人来进行估算，中国的透析市场将有千亿元的巨大潜力。 百特公司作为全球排名第二的透析产品生产商，于上世纪80年代进入中国，是最早进入中国医疗行业的大型跨国公司之一。百特公司在1989年首先在中国引入血液透析疗法，又在1992年成功的将腹膜透析疗法介绍给中国的医疗工作者，之后百特不断通过技术创新改善产品和服务。因为在中国医疗行业透析市场发展的速度、规模和品牌形象的快速建立，百特公司已受到国内外医疗界、商界及管理学者们的广泛关注，更受到客户的认可和推崇。本文在此背景下，着重对百特公司这些年在中国医疗透析行业的成功营销模式及营销战略进行深度剖析，以达到为我国其他医疗企业借鉴的目的。 本文首先在理论回顾中介绍了市场营销战略框架中的三个营销组合模型：环境分析理论、STP理论和4Vs营销策略理论。在运用这些理论和大量统计数据及商业调研数据作支持，对百特公司在中国医疗行业透析市场的营销模式与营销策略创新进行分析，并重点阐述百特公司通过对透析产品的4Vs营销组合策略赢得客户认可，取得市场份额。 虽然本文对百特公司在中国医疗行业透析市场长期保持领导地位的野心表示担忧，但是其目前成功的营销模式和营销策略，可以为我国其他医疗企业提供一个可借鉴的案例参考。
英文摘要：	According to the China chronic kidney disease epidemiology survey, the incidence of adult chronic kidney is as high as 10.8%. It means there are nearly 150 million people with varying degrees of renal impairment, including 2 million people with uremic. The national medical statistical data shows, in 2013, only 15% Chinese uremic patients, about 300,000 people, received dialysis treatment. This treatment rate is far lower than the global rate of 37%, even much lower than 75% the rate of which the developed countries like European and American. As the current cost of dialysis treatment is about 60,000 to 80,000 Yuan each year, If all the the uremic patients in China can accept regular dialysis treatment, the potential market of dialysis demand is expected to be one hundred billion Yuan. Baxter as second-largest dialysis products manufacturer of the world, formally enter the Chinese market in the 1980s. At that time, Baxter is one of the large international companies which entered the medical market in China at the earliest. As the pioneer, Baxter introduced the hemodialysis therapy to Chinese health workers in 1989, and then successfully introduced peritoneal dialysis therapy in 1992. Ever since access to Chinese medical market, Baxter improves products and services constantly through technical innovation. Baxter’s business in Chinese dialysis treatment market has developed on such a scale, increased at such a speed, and established the brand image in such a short term. Thus, the customers have praise highly and the health workers, business people and management scholars have pay a lot of attention to Baxter’s marketing strategy. In this context, this paper focuses on deeply analyzing and researching the market strategies which Baxter carrying on in Chinese dialysis treatment market these years, for the purpose of reference for other medical enterprises in our country. This article first introduced 3 theories of the marketing strategic framework: marketing environmental analysis theory, STP analysis theory and the theory of 4Vs marketing combinatorial theory. In using of these theories and a large number of statistical data, this paper analyzing and researching the market strategy innovation which Baxter carrying on in Chinese dialysis treatment market, emphasis on how the 4Vs marketing combinatorial theory helps Baxter win customers and gain market share. Although this paper shows its negative evaluation about Baxter’s ambition to maintain its market leadership in Chinese medical dialysis treatment market, Baxter’s successful marketing mode and marketing strategy, still can provide a reference and drawn a lesson to other medical enterprises in China.
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