東軟醫(yī)療CT產品美國市場營銷策略研究
發(fā)布時間：2018-12-23 19:48
【摘要】：21世紀,我們已經進入了全球化和移動互聯(lián)時代。為了更好的適應全球化的趨勢,追求可持續(xù)性發(fā)展,中國的企業(yè)已經開始著手布局海外,開拓國際市場。在國家"走出去"戰(zhàn)略的指引下,越來越多的中國企業(yè)到國(境)外去開展各種對外直接投資活動,包括境外投資辦廠,境外加工裝配,建立境外研發(fā)中心,建立國際銷售網絡,進行跨國并購等活動。伴隨經濟的發(fā)展、人口的增長、社會老齡化程度的提高,以及人們保健意識的增強,對全球醫(yī)療器械市場的需求持續(xù)快速擴大。近年來,盡管全球的經濟增速受到了美國次貸危機和歐債危機的影響,但是醫(yī)療市場卻依舊保持著年均10%的復合增長率。醫(yī)學影像市場,作為全球醫(yī)療器械市場重要的一部分,扮演著舉足輕重的角色。東軟醫(yī)療是中國國內僅有的兩家CT生產企業(yè)之一,也是中國唯——家將CT產品出口到海外的企業(yè)。美國是全球第一大醫(yī)療市場,所以將東軟醫(yī)療CT產品作為大型醫(yī)學影像產品進行美國市場營銷策略的研究,更加具有特殊性和代表性。本文運用PEST模型、波特五力模型對東軟醫(yī)療所處的內外部環(huán)境進行分析,找出影響企業(yè)發(fā)展的因素,分析了企業(yè)所在行業(yè)的競爭環(huán)境,明確了未來企業(yè)發(fā)展的方向。結合SWOT工具,導出適合公司在美國市場發(fā)展的營銷策略。運用STP理論分析公司在美國市場選擇的營銷戰(zhàn)略,并在營銷戰(zhàn)略的基礎上,通過4PS理論來分析企業(yè)的組合營銷策略。最后通過對營銷策略的執(zhí)行、實施和控制的分析,找出問題并提出解決方案。本文通過對東軟醫(yī)療CT產品的美國市場營銷策略的回顧和分析,找出目前東軟醫(yī)療CT產品在美國營銷策略中的問題,并嘗試找到解決這些問題的方法。通過對東軟醫(yī)療CT產品美國市場營銷策略的回顧,將東軟醫(yī)療CT產品在美國市場中的營銷策略進行剖析總結,希翼對國產醫(yī)療器械行業(yè)的走出去營銷戰(zhàn)略具有借鑒和啟示。
[Abstract]:In the 21 st century, we have entered the era of globalization and mobile interconnection. In order to better adapt to the trend of globalization and pursue sustainable development, Chinese enterprises have begun to layout overseas and open up international markets. Under the guidance of the state's "going out" strategy, more and more Chinese enterprises are going abroad to carry out various activities of foreign direct investment, including overseas investment in factories, overseas processing and assembly, and the establishment of overseas research and development centers. Establish international sales network, cross-border M & A and other activities. With the development of economy, the increase of population, the improvement of social aging and the enhancement of people's awareness of health care, the demand for the global medical device market continues to expand rapidly. In recent years, although global economic growth has been affected by the subprime mortgage crisis in the United States and the European debt crisis, the health care market has maintained an average compound growth rate of 10 percent a year. Medical imaging market, as an important part of the global medical device market, plays a pivotal role. Neusoft Medical is one of the only two CT manufacturers in China and the only one in China to export CT products overseas. The United States is the largest medical market in the world, so it is more specific and representative to study the marketing strategy of the United States as a large medical imaging product. In this paper, PEST model and Porter's five Force Model are used to analyze the internal and external environment of Neusoft Medical treatment, to find out the factors that affect the development of enterprises, to analyze the competitive environment of the industries in which the enterprises are located, and to clarify the direction of the development of enterprises in the future. Combined with SWOT tools, the marketing strategy suitable for the development of the company in the US market is derived. Based on the STP theory, this paper analyzes the marketing strategy chosen by the company in the United States. On the basis of the marketing strategy, the combined marketing strategy of the enterprise is analyzed through the 4PS theory. Finally, through the analysis of the implementation, implementation and control of marketing strategy, we find out the problem and put forward the solution. Based on the review and analysis of the American marketing strategies of Neusoft Medical CT products, this paper finds out the problems in the current American marketing strategies of Neusoft Medical CT products, and tries to find out the solutions to these problems. By reviewing the American marketing strategies of Neusoft Medical CT products, this paper analyzes and summarizes the marketing strategies of Neusoft Medical CT products in the American market.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.4
本文編號：2390175
[Abstract]:In the 21 st century, we have entered the era of globalization and mobile interconnection. In order to better adapt to the trend of globalization and pursue sustainable development, Chinese enterprises have begun to layout overseas and open up international markets. Under the guidance of the state's "going out" strategy, more and more Chinese enterprises are going abroad to carry out various activities of foreign direct investment, including overseas investment in factories, overseas processing and assembly, and the establishment of overseas research and development centers. Establish international sales network, cross-border M & A and other activities. With the development of economy, the increase of population, the improvement of social aging and the enhancement of people's awareness of health care, the demand for the global medical device market continues to expand rapidly. In recent years, although global economic growth has been affected by the subprime mortgage crisis in the United States and the European debt crisis, the health care market has maintained an average compound growth rate of 10 percent a year. Medical imaging market, as an important part of the global medical device market, plays a pivotal role. Neusoft Medical is one of the only two CT manufacturers in China and the only one in China to export CT products overseas. The United States is the largest medical market in the world, so it is more specific and representative to study the marketing strategy of the United States as a large medical imaging product. In this paper, PEST model and Porter's five Force Model are used to analyze the internal and external environment of Neusoft Medical treatment, to find out the factors that affect the development of enterprises, to analyze the competitive environment of the industries in which the enterprises are located, and to clarify the direction of the development of enterprises in the future. Combined with SWOT tools, the marketing strategy suitable for the development of the company in the US market is derived. Based on the STP theory, this paper analyzes the marketing strategy chosen by the company in the United States. On the basis of the marketing strategy, the combined marketing strategy of the enterprise is analyzed through the 4PS theory. Finally, through the analysis of the implementation, implementation and control of marketing strategy, we find out the problem and put forward the solution. Based on the review and analysis of the American marketing strategies of Neusoft Medical CT products, this paper finds out the problems in the current American marketing strategies of Neusoft Medical CT products, and tries to find out the solutions to these problems. By reviewing the American marketing strategies of Neusoft Medical CT products, this paper analyzes and summarizes the marketing strategies of Neusoft Medical CT products in the American market.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.4
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1 劉苑江;東軟醫(yī)療CT產品美國市場營銷策略研究[D];東北大學;2014年
，本文編號：2390175
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