【作者】 王欣；

【导师】 赵泽斌；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 目前,我国在医疗领域推出了很多新政策,例如:医疗体制改革和分级诊疗等,不断完善了我国的医疗市场,国内的MRI医疗设备市场目前正处于快速增长期。新冠疫情以来,在政府发布地方专项债券的资金支持下,医疗机构对于MRI医疗设备的市场需求和购买力持续增加。但是MRI医疗设备市场行业品牌竞争激烈。本文立足于S公司MRI医疗设备在黑龙江省的营销情况,充分运用市场营销相关理论和工具,针对己知的市场环境和营销现状,分析S公司MRI医疗设备在黑龙江省营销策略方面存在的问题,并找出问题出现的原因,提出营销策略改进的措施。近年来S公司在黑龙江省内的销售情况逐步暴露出市场占有率低、销售额及销售量逐年下滑等问题,S公司正面临亟待调整营销策略的挑战。其营销策略主要存在产品的学术推广活动较少、设备定价及维修成本过高、渠道管理和市场覆盖不足、市场促销和特价批准较少等问题,主要原因为:产品推广投入不足、价格体系不够完善、渠道更迭过于频繁、促销方式过于传统。建议通过调整产品推广方案、制定价格竞争策略、加强渠道开发管理、改进产品促销方式,同时实行相应的加强内外部营销组织建设、建立科学的员工培养体系、创造合作共赢的客户关系、加强医疗设备融资租赁合作等一系列营销策略等保障措施,来实现良好的黑龙江区域市场营销业绩。本文旨在扭转S公司MRI医疗设备黑龙江市场的困局,提升S公司MRI医疗设备在黑龙江市场的销量和市场份额。同时为我国医疗器械行业营销模式的选择提出参考,促进医疗行业的高质量发展,对医疗企业营销现状进行阐述,目的是提升医疗产品和服务质量,保证MRI医疗设备在医院应用的效果,从而促进我国医疗行业的可持续发展。更多还原

【Abstract】 At present,China has launched many new policies in the field of medical treatment,such as: Medical System Reform and grading diagnosis and treatment,which has continuously improved China’s medical market,and the domestic MRI medical equipment market is currently in a rapid growth period.Since the new crown epidemic,with the financial support of the government’s issuance of local special bonds,the market demand and purchasing power of medical institutions for MRI medical equipment have continued to increase.However,the MRI medical equipment market industry brand competition is fierce.Based on the marketing situation of s company’s MRI medical equipment in Heilongjiang,this paper makes full use of the relevant theories and tools of marketing,aiming at the known market environment and current marketing situation,this paper analyzes the problems existing in the marketing strategy of MRI medical equipment of s company in Heilongjiang,and finds out the causes of the problems,and advances some measures for improving the marketing strategy.In recent years,the sales situation of S Company in Heilongjiang Province has gradually exposed the problems of low market share and declining sales and sales volume year by year.S Company is facing the challenge of urgently needing to adjust its marketing strategy.Its marketing strategy mainly has problems such as less academic promotion activities of products,high equipment pricing and maintenance costs,insufficient channel management and market coverage,less market promotion and special approvals,etc.The main reasons are: insufficient investment in product promotion and insufficient price system.Perfection,channel changes are too frequent,and promotion methods are too traditional.It is recommended to adjust product promotion plans,formulate price competition strategies,strengthen channel development management,improve product promotion methods,and at the same time implement corresponding strengthening of internal and external marketing organization construction,establish a scientific staff training system,create cooperative and win-win customer relationships,and strengthen medical care.A series of marketing strategies and other safeguard measures such as equipment financing leasing cooperation to achieve good marketing performance in Heilongjiang.The purpose of this article is to reverse the dilemma of S Company’s MRI medical equipment market in Heilongjiang and to increase sales volume and market share of s company’s MRI medical equipment in Heilongjiang.At the same time,it provides a reference for the choice of marketing model in China’s medical industry,promotes the high-quality development of medical industry,and expounds the current marketing situation of medical enterprises,with the aim of improving the quality of medical products and services,to ensure the effect of MRI medical equipment in hospital,so as to promote the sustainable development of China’s medical industry.更多还原