【作者】 陈旭萍；

【导师】 丁慧平；

【作者基本信息】 北京交通大学 ， 工商管理， 2007， 硕士

【摘要】 本文以目前中国医疗器械设备市场需求持续增长的情况和国际市场对中国制造的医疗器械设备需求的不断扩大及在激烈的市场竞争下国内医疗器械生产企业存在的竞争力低下等问题为背景，对医疗脑电类产品的市场现状、欧美等国进口政策及国内医疗产品上市政策、该产品的相关技术环境、竞争优劣势和购买对象的购买行为进行了分析。 本文根据迈克尔波特的定位与战略的相关理论，重点对医疗脑电类产品的差异化市场定位及竞争策略进行研究，分析该类产品市场的竞争情况，进而进行市场细分和目标市场选择，确立了差异化市场定位的策略。基于对该类产品市场定位的研究，运用美国学者劳特朋教授的整合营销4C理论作为依据，建立客户导向性的竞争策略。提出建立“以顾客为中心”的差异文化，并将构建的客户信息运用在企业产品设计与改进的流程中。另外，企业应该将这种文化价值观念贯穿运用于企业的经营活动中和实际执行中的一致性，确保客户导向性差异化竞争策略落到实处。 另外，本文通过对脑电类产品典型的生产企业-新拓公司进行实例分析，根据该公司的产品结构和现有市场情况，明确该公司的细分市场，并构建了“以顾客为中心”的差异化竞争策略。更多还原

【Abstract】 The paper introduces domestic market demand situation and international market prospects of Chinese medical equipment, and the existing problem of Chinese medical industry at present. And analyze the market current situation to EEG equipment, America and Europe, etc. country medical import policy and domestic medical equipment policy of manufacture, relevant technological environment, competitive advantage and purchase behavior to buy target of product.The paper according to Dr. Michael Porter’s theory of positioning and competitive strategy, focus on researching the differentiated positioning and competitive strategy about the EEG equipment, and make market segments and selects target market, and establish the differentiated positioning strategy. Based on the above study of the EEG equipment, and utilize the American Lauteborn the professor’s integration marketing 4C’s theory as the basis, the paper set up customer-based competitive strategy. Propose establishing the difference corporate culture of " taking customer as the center ", construct the applying to enterprise’s product design and improved procedure of customer’s information. In addition, the consistency in enterprises should run through such cultural values in the business activities applied to enterprises and carry out actually, guarantee customer-based difference competitive strategy is fulfilled. Further more, this paper take the EEG equipment typical manufacturer XIN TUO company as an example, analyzing its structure of EEG products and existing market situation, define the target market and establish the customer-based competitive strategy for this company.更多还原