【作者】 李祥；

【导师】 宋竞；

【作者基本信息】 西南交通大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 高原制氧机不同普通的医疗器械,其使用环境主要集中在海拔较高的高原地区,对于制氧技术的要求较高。目前,高原制氧机行业关注度不高,但我国高原地区较多,并且持续受到氧气稀薄问题的困扰。随着社会的不断进步,高原制氧在社会上的关注度将会越来越高。本文以A品牌高原制氧机产品作为研究对象,对其营销组合策略的问题改进进行了研究。首先,对医疗行业及医疗器械等相关产品的文献资料查阅梳理,随后利用PEST分析框架对A品牌高原制氧机营销所面临的宏观环境展开了分析;再针对A品牌高原制氧机的行业竞争环境采用波特五力模型进行了全面梳理分析,分析结果显示,对于高原制氧机而言,一般供应商的议价能力较弱,医院等大型团队的购买议价能力较强,个体购买者议价能力较弱;在行业竞争和威胁中,现有竞争者的威胁最大,替代品与制氧机基本属于两种不同的使用场景,因此其威胁性较低。同时,分别从公司内部资源和技术能力两个角度对A品牌高原制氧机的内部环境进行了全面梳理。基于324份有效问卷调查样本数据分析结果显示:大部分用户对于A品牌高原制氧机的品牌有所了解,也比较认可,但是也存在着不少用户认为该产品的价格偏高。同时还发现用户对于制氧机这一类产品的关注点主要在于品质、性价比、价格、后续保障等方面。在结合调查数据的基础上,对A品牌高原制氧机产品进行了 STP理论分析和4P理论分析。通过对该产品营销策略的现状和问题进行了深入分析后,对如何改进A品牌高原制氧机的营销策略提出了建议,同时也提出了 A品牌高原制氧机产品改进后营销策略的实施保障措施。本文的结论不仅有助于改善A品牌高原制氧机在目标市场上的营销效果,同时也能为高原制氧机同业竞争者提供一定的借鉴和启示,对于推动高原制氧机的行业整体发展具有重要的意义。更多还原

【Abstract】 The plateau oxygen generator is different from ordinary medical devices,and its use environment is mainly concentrated in high altitude plateau areas,with high requirements for oxygen generation technology.At present,the plateau oxygen generator industry is not a hot industry,but there are many plateau areas in China,and the problem of oxygen scarcity continues to plague.With the continuous progress of society,the plateau oxygen production will receive more and more attention,in the society.This thesis takes brand A plateau oxygen generator as the research object,focusing on the improvement of product marketing mix strategy.Firstly,the literature of medical industry,medical devices and other related products was reviewed,and then the macro environment faced by the marketing of brand A plateau oxygen generator was analyzed using the PEST analysis framework;Then,Porter’s five forces model was used to conduct a comprehensive analysis of the industrial competitive environment of brand A plateau oxygen generator.The analysis results showed that for plateau oxygen generators,the bargaining power of general suppliers was weak,the bargaining power of large teams such as hospitals was strong,and the bargaining power of individual buyers was weak;Among the re industry competition and threats,the existing competitors pose the greatest threat.The substitutes and oxygen generators are basically used in two different occasions,so their threats are low.At the same time,the internal environment of the A brand plateau oxygen generator was comprehensively analyzed from the perspectives of internal resources and technical capabilities.Based on the data analysis of 324 valid questionnaires,the results show that most users have some understanding and recognition of brand A plateau oxygen generator,but there are also many users who believe that the price of this product is on the high side.At the same time,it is also found that these users are mainly concerned about the quality,cost performance,price,follow-up guarantee and other aspects of products such as oxygen generators.Based on the survey data,the STP theoretical analysis and 4P theoretical analysis were conducted on the A brand plateau oxygen generator products.After in-depth analysis of the current situation and problems in the marketing strategy of the product,suggestions were put forward on how to improve the marketing strategy of A brand’s plateau oxygen concentrator.At the same time,measures were also proposed to ensure the implementation of the marketing strategy after the improvement of A brand’s plateau oxygen concentrator product.The conclusion of this thesis is not only helpful to improve the marketing effect of brand A plateau oxygen generator in the target market,but also can provide some reference and inspiration for plateau oxygen generator competitors,which is of great significance for promoting the overall development of plateau oxygen generator industry.更多还原