發(fā)布時(shí)間：2018-03-19 12:39

  本文選題：醫(yī)療器械　切入點(diǎn)：美國(guó)市場(chǎng)　出處：《對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：各國(guó)人口出生率下降,隨著人類壽命的極大延長(zhǎng),全球已經(jīng)進(jìn)入了老齡化人口時(shí)代,老齡化的到來又極大推動(dòng)了醫(yī)療技術(shù)的發(fā)展。醫(yī)療行業(yè)成為未來最炙手可熱又最有發(fā)展?jié)摿Φ氖袌?chǎng)之一,但同時(shí)又因?yàn)楸姸噘Y本的角逐而使得其競(jìng)爭(zhēng)環(huán)境變得異常殘酷。M公司作為典型的走出國(guó)門致力于發(fā)展海外市場(chǎng)的中小型醫(yī)療器械企業(yè)代表,美國(guó)作為醫(yī)療器械行業(yè)的第一大市場(chǎng),如何在作為第一大醫(yī)療器械市場(chǎng)美國(guó)市場(chǎng)擴(kuò)大市場(chǎng)份額,建立有M公司自身優(yōu)勢(shì)的營(yíng)銷策略,便成為了M公司的當(dāng)務(wù)之急。本文以跨國(guó)公司本地化營(yíng)銷理論、PEST分析、波特五力模型及相關(guān)理論為指導(dǎo),首先對(duì)M公司在美國(guó)市場(chǎng)所面臨的政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境和技術(shù)環(huán)境進(jìn)行了分析,然后分析了 M公司的內(nèi)外部環(huán)境,最后又使用SWOT工具對(duì)M公司自身所面臨的機(jī)會(huì)和威脅、優(yōu)勢(shì)和劣勢(shì)進(jìn)行了深入的分析,明確了M公司的資源優(yōu)勢(shì)和核心競(jìng)爭(zhēng)力。本文結(jié)合M公司在美國(guó)醫(yī)療器械市場(chǎng)本地化方面的實(shí)踐和探索,解析我國(guó)醫(yī)療器械企業(yè)所處的國(guó)際市場(chǎng)環(huán)境,分析把握市場(chǎng)機(jī)遇,為其海外公司進(jìn)行本地化市場(chǎng)策略提供經(jīng)驗(yàn)之談。同時(shí)也通過對(duì)M公司海外市場(chǎng)本地化探索的研究,尤其是其美國(guó)市場(chǎng)本地化過程中在產(chǎn)品規(guī)劃、渠道規(guī)劃、價(jià)格策略、促銷政策、品牌建設(shè)、售后服務(wù)和人力資源保證七個(gè)方面進(jìn)行剖析,對(duì)M公司為了融入美國(guó)這一第一大醫(yī)療器械市場(chǎng)所做的各種本地化營(yíng)銷工作進(jìn)行全面的總結(jié)和評(píng)價(jià)。
[Abstract]:The birth rate of all countries has declined. With the great prolongation of human life, the world has entered the age of aging population. The advent of aging has greatly promoted the development of medical technology. The medical industry has become one of the hottest and most promising markets in the future. But at the same time, because of the numerous capital competition, the competition environment becomes extremely cruel. M company is a typical representative of the small and medium-sized medical device enterprises that go abroad and devote themselves to the development of overseas markets. As the largest market in the medical device industry, how can the United States expand its market share as the largest medical device market and establish a marketing strategy with M Company's own advantages? This paper, guided by pest analysis, Porter's five-force model and related theories, first of all, analyzes the political and economic environment that M Company faces in the American market. The social environment and technological environment are analyzed, and then the internal and external environment of M Company is analyzed. Finally, the opportunities and threats, strengths and weaknesses of M Company are analyzed by using SWOT tools. This paper analyzes the international market environment of medical device enterprises in our country, analyzes the market opportunities, and analyzes the international market environment of medical device enterprises in our country, combined with M Company's practice and exploration in the localization of the medical device market in the United States. Also through the research of M company's overseas market localization exploration, especially in the process of product planning, channel planning, price strategy in the United States market localization process, Promotion policy, brand building, after-sales service and human resource guarantee are analyzed in seven aspects, and a comprehensive summary and evaluation of various localization marketing work done by M Company in order to integrate into the largest medical device market in the United States is carried out.
【學(xué)位授予單位】：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.4
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本文編號(hào)：1634310