本文關(guān)鍵詞：某某集團(tuán)醫(yī)用制品營(yíng)銷戰(zhàn)略研究　出處：《西北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 醫(yī)療器械 SWOT分析 營(yíng)銷戰(zhàn)略 營(yíng)銷策略

【摘要】：我國(guó)醫(yī)藥行業(yè)一直保持快速發(fā)展,醫(yī)療器械產(chǎn)業(yè)需求不斷釋放、增長(zhǎng),相關(guān)產(chǎn)業(yè)發(fā)展迅速。同時(shí),國(guó)內(nèi)民族品牌的崛起以及外資加快布局中國(guó)市場(chǎng),競(jìng)爭(zhēng)日益激烈,如何在激烈的競(jìng)爭(zhēng)環(huán)境中保持快速增長(zhǎng)和持續(xù)盈利,是擺在眾多企業(yè)面前的一個(gè)難題。市場(chǎng)作為商場(chǎng)的前線,對(duì)于打好這場(chǎng)沒有硝煙的戰(zhàn)役,營(yíng)銷是關(guān)鍵戰(zhàn)場(chǎng),營(yíng)銷戰(zhàn)略關(guān)系重大。制定出符合企業(yè)實(shí)際的營(yíng)銷戰(zhàn)略,才能保證企業(yè)的運(yùn)營(yíng)沿著正確的方向和軌跡發(fā)展。 文章首先對(duì)公司的外部環(huán)境進(jìn)行分析,包括宏觀環(huán)境和競(jìng)爭(zhēng)環(huán)境；其次對(duì)公司內(nèi)部環(huán)境做了較詳盡的分析。通過內(nèi)外部環(huán)境分析,結(jié)合本人多年的從業(yè)經(jīng)驗(yàn),確定對(duì)公司營(yíng)銷發(fā)展有重大影響的機(jī)會(huì)與威脅、優(yōu)勢(shì)與劣勢(shì),通過SWOT分析確定公司“以風(fēng)險(xiǎn)控制為基礎(chǔ)、優(yōu)先考慮收入增長(zhǎng)、強(qiáng)化管理效率提升”的營(yíng)銷戰(zhàn)略指導(dǎo)思想和集中化競(jìng)爭(zhēng)戰(zhàn)略,力爭(zhēng)把公司打造成中國(guó)最有效率的一次性醫(yī)用耗材供應(yīng)商。然后根據(jù)STP理論分析我公司的目標(biāo)市場(chǎng)及市場(chǎng)定位,按營(yíng)銷戰(zhàn)略的四個(gè)基本維度：產(chǎn)品、渠道、價(jià)格、促銷分別分析我公司應(yīng)采用的戰(zhàn)略方案,從而推導(dǎo)出我公司較具體的營(yíng)銷戰(zhàn)略。最后提出本公司營(yíng)銷戰(zhàn)略具體策略意見,這也是本文的意義所在。
[Abstract]:China's pharmaceutical industry has been maintaining rapid development, the medical device industry demand is constantly released, growth, rapid development of related industries. At the same time, the rise of domestic national brands and foreign investment to accelerate the layout of the Chinese market. Competition is becoming increasingly fierce, how to maintain rapid growth and sustained profits in the fierce competitive environment, is a difficult problem in front of many enterprises. As the front line of shopping malls, the market plays a good role in this battle without gunsmoke. Marketing is the key battlefield, and the marketing strategy is of great importance. Only when the marketing strategy is in line with the actual situation of the enterprise, can the operation of the enterprise develop in the correct direction and track. Firstly, the paper analyzes the external environment of the company, including the macro environment and competition environment. Secondly, it makes a detailed analysis of the company's internal and external environment. Through the analysis of internal and external environment, combined with my many years of experience, I determine the opportunities and threats, strengths and weaknesses that have a significant impact on the company's marketing development. Through SWOT analysis, the marketing strategy guiding ideology and centralized competition strategy of the company "based on risk control, giving priority to revenue growth and enhancing management efficiency" are determined. Strive to make the company into China's most efficient disposable medical supplies supplier. Then according to the STP theory analysis of our company's target market and market positioning, according to the four basic dimensions of marketing strategy: products, channels. Price and sales promotion are analyzed separately and the specific marketing strategy of our company is deduced. Finally, the author puts forward the specific tactics of our company's marketing strategy, which is also the meaning of this paper.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.4;F274

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