【作者】 张东宁；

【导师】 张秀娥；

【作者基本信息】 吉林大学 ， 工商管理， 2010， 硕士

【摘要】 正电子发射计算机断层扫描(Positron Emission Tomography,简称PET)系统,作为当今最先进的大型临床诊断设备,代表了核医学技术的最高水平PET设备的原理是利用放射性药物在体内的代谢和衰变,进而通过探测器捕捉正电子对显示病变的位置、形态、大小和代谢功能,对疾病进行诊断。东软派斯通医疗系统有限公司成立于2005年,专门从事PET系统的研发和制造。2009年4月24日其研制的新一代产品AttriusTM获得了美国食品和药物管理局(Food and Drug Administration,简称FDA)许可,可以在美国市场进行销售。2010年3月18日,该产品获得了由国际著名咨询公司Frost & Sullivan颁发的2010年北美心脏分子影像新产品创新奖(2010 North American Cardiac Molecular Imaging New Product Innovation Award),以表彰东软派斯通PET产品在心脏分子影像学领域的贡献。对于美国市场营销环境的评估,首先运用PEST分析模型进行了企业外部环境分析,帮助企业分析和总结相对关键和重要的影响因素；其次运用波特五力分析模型对产业竞争状况进行分析,评估东软派斯通的产业竞争强度和产业利润率的评估；再次通过对东软派斯通经营战略、研发能力和市场营销能力三个方面进行分析,阐述了东软派斯通如何通过营造有利的内部条件与氛围去提高企业竞争力和提升企业利润率；最后综合所有东软派斯通的优势和劣势以及外部环境的机会与威胁,应用SWOT分析模型进行分析,进而制定东软派斯通的企业发展战略。绝佳的市场机遇使得东软派斯通选择了差异化产品战略,通过进入心脏核医学细分市场并且生产心脏专用PET-AttriusTM成为市场的先行者,利用超值定价战略促使更多的SPECT用户转向PET产品。这样的市场定位同时也避免了与美国通用电气、德国西门子和荷兰皇家飞利浦三大国际垄断巨头的高端PET/CT产品直接竞争,利用绝佳的市场间隙使得自身在世界最大的核医学市场—美国有一席之地,以全新的角度去诠释中国制造。美国医疗行业是一个极具创新精神的行业,因此进入美国市场除了精准的市场定位,还需要完善的产品营销组合(4P)相配合,包括差异化的产品策略、超价值的价格策略、专业性的渠道策略和多样化的促销策略。在研究过程中,通过将现代企业管理理论、营销战略管理理论和运营管理理论结合运用,探讨了一家中国医疗设备制造企业如何通过一套科学和系统的营销策略规划,进入过去完全由国际巨头垄断的美国高端医疗设备市场,进而走出一条自己的高端医疗设备产业化道路的过程。凭借着超前的美国医改政策解读以及史无前例的市场机遇,系统化的营销策划和准备工作,东软派斯通心脏专用PET-AttriusTM产品一定可以在美国市场迅速占领心脏核医学市场,取代SPECT和PET/CT成为该市场的统治者。而且在未来2-3年内通过市场的迅速扩张,收回全部产品研发投入,为公司下一代产品的研发提供正向反馈。医疗影像设备市场变幻莫测,如何保持公司的可持续性发展,如何通过巧妙的产品营销管理和市场运作与国际巨头在核医学市场竞争与周旋,以防止其故伎重演,改变策略进入心脏核医学市场或进行并购,这些还有待于未来的实践和研究进一步考证。更多还原

【Abstract】 Positron Emission Tomography (PET), a kind of nuclear medicine techniques. is the most advanced diagnostic equipment and represent the latest nuclear medicine technique. The principle of PET operation is to image the position, shape, size and metabolism of pathological organs by positron-pair catchable detector module system after radioactive pharmaceuticals injected and annihilated in the human body.Neusoft Positron Medical Systems Co., Ltd. (NPMS) was founded in 2005 and dedicates itself in PET systems research & development and production. Its innovational new product AttriusTM received Food and Drug Administration clearance in Apr.24th.2009, which allows AttriusTM to be sold in the United States. NPMS and its Cardiac PET product AttriusTM wins 2010 North American Cardiac Molecular Imaging New Product Innovation Award issued by Frost & Sullivan Inc. for NPMS’s pioneering work in cardiac molecular imaging industry.First, PEST analysis is used to analyze corporate external environment to help classify and summarize key factors outside the corporate. Second. Michael Porter’s Five Forces Model is applied to evaluate the situation and profitability of industry competition. Next, corporate internal environment is analyzed by NPMS operation strategy, R&D ability and marketing ability to explain how to improve corporate competitive power. Last, SWOT analysis is used to integrate strengths, weakness. opportunities and threats to establish corporate development strategies.These superexcellent market drives make NPMS choose differentiation strategy and select nuclear cardiology as its segmentation market. NPMS’s pioneering product AttriusTM is targeted at high value and low cost to shift SPECT users to PET users. This targeting method makes NPMS possible to avoid direct competition with GE. Siemens and Philips. The unique targeting marker will make NPMS be able to enter US nuclear medicine market and redefine the signification of Made in China.The medical industry of United States is a innovate industry. Except accurate market targeting, marketing mix (4Ps) is needed as well. including the differentiated product strategy. accurate-targeting price strategy. professional place strategy and various promotion strategies.The modern corporate management, marketing management and operation management principals are applied in this study, which also present a way of industrialization of large scale medical equipment in a market monopolized by Multinational Corporation, with scientific and systematic marketing planning.Supported by the pre-read of government policies and unprecedented market opportunities, NPMS will occupy the nuclear cardiology market with its cardiac PET product AttriusTM to replace SPECT and PET/CT products. In the next two or three years. NPMS will also get a well return on investment to help its next generation product in nuclear medicine market.The medical equipment market is easy to be influenced by policies and outside environment. How to keep a sustainable development and how to avoid Multinational Corporation to enter nuclear cardiology market and avoid merger and acquisition will be verified by the future study and practice.更多还原