【作者】 刘海涛；

【导师】 周颖；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 随着经济发展,中国近年在医疗器械领域关键技术不断获得突破,出口海外的医疗器械产品结构正在不断调整和优化,高附加值高性能的医疗器械的出口所占的比重正逐步提高,在国际医疗器械市场地位日益提升。同时,随着亚洲地区特别是新兴经济体国家的持续发展,老龄化程度越来越高,亚洲医疗器械市场将持续快速增长的趋势,具有相当大市场潜力。中国医疗器械企业如何面对亚洲市场发展的机遇与挑战,值得我们深思。本文以力康集团为研究对象,客观分析力康集团所从事的医疗器械行业发展状况,研究东盟十国、东北亚日本、韩国、蒙古和南亚五国印度、巴基斯坦、尼泊尔、斯里兰卡、孟加拉等除中国之外的相关亚洲国家和地区的政治、经济、文化以及技术等宏观环境,介绍力康集团销售概况,竞争状况,以及在营销管理方面存在的问题。同时,结合市场问卷调查建立评价体系,判断客户在市场营销中关注的重点,进而根据比较分析评价结果。最后,运用STP理论将亚洲各个国家进行市场细分,评估目标市场,并进行产品定位,结合4P营销理论,进一步针对目标市场,提出通过产品和服务创新,完善整体医疗解决方案,提升市场竞争力的产品策略;针对目标市场建立起合适有效的经销商评价体系和激励机制,同时与“弹弓企业”建立渠道联盟,共同开拓市场的渠道策略;根据产品生命周期、差异化需求和竞争导向制定相应的价格策略;变产品驱动型为市场驱动型营销,树立全员营销理念,实施多维度创新营销的推广策略。本文亦从产品研发、国际化团队、绩效考核体系、学习型组织文化以及先进管理工具等方面,为保障相关营销策略成功实施提出建议。希望通过本文的研究,对力康集团了解亚洲医疗器械市场发展及竞争状况,制定合适的营销策略,提升企业销售业绩,提高市场占有率,具有可操作的实际意义,同时也给中国医疗企业同行进军国际市场以一定借鉴。更多还原

【Abstract】 With the economic development,China has gotten great breakthrough of key technologies in the field of medical devices in recent years,export structure of medical device is constantly adjusted and optimized,export rate of high value-added and high-performance medical equipment is gradually increased,and the position is increasing in the international market.Meanwhile,with the economic development in Asia,population aging grows heavily,the Asian medical device market will maintain sustained and rapid growth.That is something to ponder how Chinese medical equipment companies face the opportunities and challenges from development of Asian market.Here this paper took Heal Force Group as a research object to make a study on the marketing strategy in Asian Market,including ASEAN countries,Japan,South Korea,Mongolia,India,Pakistan,Nepal,Sri Lanka,Bangladesh and other countries except China.Firstly,this paper analyzed the development of medical equipment industry,macro-environment.Secondly,this paper introduced sales situation and competition situation of Heal Force Group,and pointed out recent problems in the marketing management.Market questionnaire about 4Ps was also made to get objective feedbackfrom the distributors and end users,which will support to make marketing strategy accordingly.Finally,this paper made product positioning in the segment market by STP theory,and then offered 4Ps marketing strategy,including product strategy like innovating product and service in the target market,improving the overall medical solutions to enhance market competitiveness.Place strategy like establishing a suitable and effective distribution performance appraisal and incentive policy,make alliance with the "slingshot enterprise" in the international market.Price strategy like quoting according to product life cycle,differentiated demand and competitors’ activities.Promotion strategy like market-driven promotion,establish marketing concept in the organization,innovative promotion through multi-channel.This paper also advised the assurances of successful implementation,such as product development,international sales and service team,KPI appraisal system,organization culture of learning.It is hoped that,through this study,we can help many Chinese medical equipment companies like Heal Force to understand the development and competition situation of Asian medical equipment market,establish a suitable marketing strategy to enhance sales performance and improve market share.更多还原