AMC公司東北地區(qū)營(yíng)銷渠道策略研究
發(fā)布時(shí)間：2018-07-29 07:41
【摘要】：血液透析治療手段作為晚期腎病患者的主要治療方法,正在全球迅速普及,發(fā)展中國(guó)家增長(zhǎng)率更是高達(dá)15%。一方面,中國(guó)作為發(fā)展中國(guó)家的代表,是血液透析需求大國(guó)；另一方面,隨著國(guó)家醫(yī)療保險(xiǎn)體系的不斷完善及國(guó)民收入的提高,預(yù)計(jì)中國(guó)的血液透析人數(shù)在較長(zhǎng)的時(shí)期內(nèi)將保持快速的增長(zhǎng)趨勢(shì)。在這一行業(yè)背景下,AMC公司作為血液透析主要進(jìn)口品牌之一,于2003年在中國(guó)杭州開設(shè)工廠。初期,其工廠的透析器產(chǎn)品全部外銷歐美及日本市場(chǎng)。從2006年起其生產(chǎn)的產(chǎn)品才開始進(jìn)入中國(guó)市場(chǎng)銷售,與其他品牌相比,進(jìn)入中國(guó)市場(chǎng)較晚,雖然其企業(yè)產(chǎn)品銷售增長(zhǎng)率較快,但在其企業(yè)早期市場(chǎng)營(yíng)銷發(fā)展階段仍然難以避免的遇到了諸多營(yíng)銷渠道方面的問(wèn)題。本文通過(guò)對(duì)我國(guó)醫(yī)療器械市場(chǎng)現(xiàn)狀及血液透析行業(yè)市場(chǎng)情況的分析,結(jié)合工作實(shí)踐,剖析AMC公司東北地區(qū)營(yíng)銷渠道中的實(shí)際問(wèn)題。本文以營(yíng)銷渠道的相關(guān)理論為依據(jù),論述了研究的背景、意義和論文寫作思路,并針對(duì)AMC公司東北地區(qū)營(yíng)銷渠道結(jié)構(gòu)不健全,代理商綜合素質(zhì)良莠不齊的狀況,加之,市場(chǎng)發(fā)展速度較快,單位產(chǎn)品利潤(rùn)空間下降。雖然宏觀方面總利潤(rùn)仍然在大幅度上升,但由于銷售渠道環(huán)節(jié)過(guò)多,代理商實(shí)際獲利成本顯著上升,市場(chǎng)競(jìng)爭(zhēng)加劇。本文運(yùn)用SWOT分析法、波特五力模型法,有效的分析市場(chǎng)競(jìng)爭(zhēng)環(huán)境,設(shè)計(jì)出適合區(qū)域發(fā)展的分銷加直銷的營(yíng)銷渠道方案,并制定出其方案的保障措施。本文的意義在于將營(yíng)銷渠道管理中的實(shí)際問(wèn)題與相關(guān)理論有機(jī)的結(jié)合,對(duì)完善區(qū)域的渠道管理工作有著實(shí)用價(jià)值及實(shí)踐意義。
[Abstract]:Hemodialysis therapy, as the main treatment for advanced nephropathy patients, is rapidly popularizing all over the world, and the growth rate of developing countries is as high as 15%. On the one hand, as a representative of a developing country, China is a big country in demand for hemodialysis; on the other hand, with the continuous improvement of the national medical insurance system and the increase of national income, China's hemodialysis population is expected to maintain a rapid growth trend for a longer period of time. As one of the main import brands of hemodialysis, AMC opened a factory in Hangzhou, China in 2003. At the beginning, its dialyzer products were exported to Europe, America and Japan. It was only in 2006 that its products began to enter the Chinese market. Compared with other brands, it entered the Chinese market later, although its enterprise product sales grew faster. However, in the early stage of marketing development of its enterprises, it is still unavoidable to encounter many problems in marketing channels. Based on the analysis of the current situation of medical device market and hemodialysis industry in China and the working practice, this paper analyzes the actual problems in the marketing channel of AMC Company in Northeast China. Based on the relevant theories of marketing channels, this paper discusses the background, significance and writing ideas of the research, and aims at the imperfect structure of marketing channels and the mixed quality of agents in the Northeast of AMC Company. The market develops fast, unit product profit space drops. Although the macro total profit is still rising by a large margin, due to too many sales channels, the agent's actual profit cost has risen significantly, and the market competition has intensified. In this paper, SWOT analysis method and Porter's five-force model method are used to analyze the market competition environment effectively, and the marketing channel scheme suitable for regional development is designed, and the safeguard measures of the scheme are worked out. The significance of this paper lies in the organic combination of practical problems in marketing channel management with relevant theories, which has practical value and practical significance in perfecting regional channel management.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.4
本文編號(hào)：2151987
[Abstract]:Hemodialysis therapy, as the main treatment for advanced nephropathy patients, is rapidly popularizing all over the world, and the growth rate of developing countries is as high as 15%. On the one hand, as a representative of a developing country, China is a big country in demand for hemodialysis; on the other hand, with the continuous improvement of the national medical insurance system and the increase of national income, China's hemodialysis population is expected to maintain a rapid growth trend for a longer period of time. As one of the main import brands of hemodialysis, AMC opened a factory in Hangzhou, China in 2003. At the beginning, its dialyzer products were exported to Europe, America and Japan. It was only in 2006 that its products began to enter the Chinese market. Compared with other brands, it entered the Chinese market later, although its enterprise product sales grew faster. However, in the early stage of marketing development of its enterprises, it is still unavoidable to encounter many problems in marketing channels. Based on the analysis of the current situation of medical device market and hemodialysis industry in China and the working practice, this paper analyzes the actual problems in the marketing channel of AMC Company in Northeast China. Based on the relevant theories of marketing channels, this paper discusses the background, significance and writing ideas of the research, and aims at the imperfect structure of marketing channels and the mixed quality of agents in the Northeast of AMC Company. The market develops fast, unit product profit space drops. Although the macro total profit is still rising by a large margin, due to too many sales channels, the agent's actual profit cost has risen significantly, and the market competition has intensified. In this paper, SWOT analysis method and Porter's five-force model method are used to analyze the market competition environment effectively, and the marketing channel scheme suitable for regional development is designed, and the safeguard measures of the scheme are worked out. The significance of this paper lies in the organic combination of practical problems in marketing channel management with relevant theories, which has practical value and practical significance in perfecting regional channel management.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.4
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，本文編號(hào)：2151987
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