【作者】 王珏；

【导师】 高丽；

【作者基本信息】 上海外国语大学 ， 工商管理硕士（MBA）（专业学位）， 2019， 硕士

【摘要】 随着人们生活水平的提高和科学技术的发展,现代医学进步的脚步从来没有放缓。医疗器械作为医学发展的产物已经成为世界上增长最快、体量最大的产业之一。随着我国改革开放的进一步落实,早在20世纪90年代初,人工关节植入物便由外资企业引入国内,而现代人工关节置换在我国已有近30年的发展历史。由于早期人工关节植入物是由外资企业引入中国,目前国内人工关节植入物市场基本被外企所垄断,市场竞争非常激烈。另一方面,为了响应国家号召,越来越多的本土生产商和经销商也在快速成长,但很多中小型企业由于缺乏完善的市场策略及对研发的不够重视,在很大程度上制约着企业的发展。MP公司是一家总部在上海张江的民营企业,最初经营自主研发的创新型心血管产品而在医疗器械市场立足。该企业于2014年宣布收购美国W公司的人工关节植入物业务后正式进入骨科市场。作为骨科市场的新进入者,如何制定适合企业发展的市场策略和营销手段,帮助企业快速占据市场份额,为将来的发展打下坚实基础,成为了重要的课题。本文回顾了营销策略的相关理论后,对我国人工关节植入物的外界环境--社会环境、竞争对手进行分析及该行业各个利益相关方--临床医生、经销商、生产厂家等做深度调研,指出了MP公司市场营销策略的问题。结合自身经验,对产品、价格、渠道、推广等策略提出优化方案。本文聚焦MP公司运营的实践研究,探寻如何建立符合该公司的市场营销策略,帮助该公司赢得国内市场份额。但愿本文能对MP公司及相类似的民营企业在市场营销策略的规划及运营管理上提供借鉴意义。更多还原

【Abstract】 With the improvement of people’s living quality and the development of science and technology,the progress of modern medicine has never slowed down.Therefore,medical devices have become one of the fastest growing and most active international industries in the world.Along with the further implementation of the policy of reform and opening,in the early 1990 s,the artificial joint implant was introduced by the foreign capital enterprise to China Market with the developement of the arthroplasty for nearly 30 years in our country.As the artificial joint implants were introduced into China by foreign companies,the domestic artificial joint implant market is basically monopolized by foreign companies,and the market competition is very fierce.On the other hand,more and more domestic manufacturers and dealers are in rapid growth,but many small and medium enterprises,to a great extent,restricts the development of enterprise,because of the lack of market strategy and investment to R&D.MP Company is a civilian-run company which was established in Zhangjiang,Shanghai.In the beginning,they focus on some innovative Cardiovascular products which are researched and developed independently.The company announced to acquire the Reconstruction Department of W company in 2014 and then enter Orthopaedic industry as a fresh man.How to formulate the marketing strategy which fit for MP company to acquire more market share and lay a solid foundation for future,has become an important topic.This article reviewed the relevant theories of marketing strategy,after analyzing artificial joint implants in China’s external environment such as social environment,competitor analysis and the various stakeholders in the industry such as surgeons,dealers,manufacturers,points out the problems for MP company regarding to the marketing strategy.According to my own experience,I put forward optimization plans for products,prices,channels and promotion strategies.This paper focuses on the practical research of MP company’s operation and explores how to establish a marketing strategy in line with the company’s marketing strategy to help the company win the domestic market share.Hopefully,this paper can provide some references for MP company and similar private enterprises in the formulation and management of marketing strategies.更多还原