医迈斯口腔科医疗器械市场营销策略研究

II摘要随着我国市场经济体制改革的不断完善，中国的经济得到了高速发展，人们生活水平得到了极大的提高，随之而来的是人们对于牙齿保健和美容意识的增强，为口腔医疗器械市场的发展孕育了良好的环境。虽然口腔医疗行业处于高速发展之中，市场容量不断扩大，但是真正适合口腔医疗市场的并且从市场营销的角度系统研究的几乎没有。本论文以医迈斯（中国）的市场营销策略为研究对象，采集公司内部数据，对数据进行加工处理，从而为市场营销策略制定提供实证基础，并结合营销管理理论，为行业解决现实商业问题提供决策依据。该论文对行业相关企业在选择目标顾客、明确市场定位和制定适当的营销策略方面具有一定的启示，对口腔医疗器械企业如何在激烈竞争的市场环境中求存和发展也具有一定的参考价值。这是市场营销理论在口腔医疗器械市场中实际运用的一次探索。本文通过研究，发现医迈斯（中国）口腔医疗器械公司经营现状中所存在的标顾客管理不完善、市场定位不明确、产品方面单一、价格方面较高、渠道方面不健全、促销方式不恰当等一系列的问题。根据公司营销的特点，制定医迈斯（中国）口腔医疗器械公司目标市场（STP）策略，将口腔医疗器械市场细分，确定了目标市场的选择，最终确定了医迈斯（中国）在口腔医疗市场的定位，实现了4Ps营销组合向4Cs营销组合的转变。通过对4Cs营销组合策略的不足进行探索，提出了医迈斯（中国）公司市场营销4Cs策略实施建议和4Cs营销策略实施的保障体系。关键词：口腔医疗器械、营销现状、STP策略、4Cs营销组合策略IIIABSTRACTWiththeconstantimprovementofmarketeconomicsystemreforminourcountry,andobtainedtherapiddevelopmentofChina'seconomy,gotgreatlyimprovepeople'slivingstandard.Followedbypeoplefortheteethofawarenessofhealthandbeauty,thiskindofconsciousnessforthegrowthoforalmedicalequipmentmarkethasspawnedagoodenvironment.Althoughoralhealthcareindustryinhighspeeddevelopment,expandingmarketcapacity,butreallysuitablefororalhealthcaremarketandalmostnosystemfromtheperspectiveofmarketingresearch.Inmedicine,thispaper(China)marketingstrategyastheresearchobject,inthemedical,(China)asthemainresearchcontentofmarketingstrategy.Thecompany'sinternaldata,dataprocessing,thusprovideempiricalbasisformarketingstrategy,andcombiningthetheoryofmarketingmanagement,providesthedecision-makingbasisfortheindustrytosolverealbusinessproblems.Thepaperrelatedtotheindustryenterpriseinchoosetargetcustomers,clearmarketpositioning,anddevelopappropriatemarketingstrategieshasthecertainenlightenment,oralmedicalequipmententerpriseshowtosurviveinthefiercecompetitionofmarketenvironmentandthedevelopmentalsohasacertainreferencevalue.Thisisthemarketmarketingtheoryinoralmedicalequipmentmarketanexplorationpractice.Throughresearch,thispaperreveals,oralmedicalinstrument(China)companymanagementpresentsituationinthecustomermanagementisnotperfect,themarketpositioningisnotclear,theproductofasingle,thepriceishigher,thechannelisnotsound,promotions,aseriesofproblemssuchasinappropriate.Accordingtothecharacteristicsofthecompany'smarketing,medical,oralmedicalinstrument(China)companytargetmarket(STP)strategy,theoralmedicalequipmentmarketsegmentation,determinethechoiceoftargetmarket,ultimatelydeterminethemedicalmyers(China)intheoralcaremarketpositioning,4psmarketingmixtothetransitionofthe4csmarketingmix.Basedontheshortcomingsofthe4csmarketingmixIVstrategy,putforwardthemedicalmyers(China)companymarketing4csstrategyimplementationSuggestionsand4csmarketingstrategyimplementationofsecuritysystem.KeyWords：StomatologyEquipment,MarketingSituation,STPStrategy,4CsMarketingmixStrategy5目录摘要.....................................................................IIABSTRACT................................................................III目录......................................................................5第一章绪论..................................................................71.1研究背景.............................................................71.1.1国内口腔科医疗器械发展状况......................................81.1.2国际口腔医疗器械发展状况........................................91.1.3口腔科医疗器械市场状况..........................................91.2研究的目的及意义....................................................101.3本文的主要内容和研究方法.............................................101.3.1研究的主要内容.................................................101.3.2研究方法.......................................................111.4论文的框架结构......................................................121.5本文的研究意义.......................................................13第二章理论基础.........................................................142.1市场营销基本理论.....................................................142.1.1STP营销理论...................................................142.1.2PEST理论......................................................152.1.3五力竞争模型...................................................152.1.44Ps营销理论....................................................182.1.54Cs营销理论...................................................18第三章医迈斯（中国）公司营销策略现状与问题分析.............................203.1医迈斯（中国）公司概况..............................................203.2口腔医疗器械行业营销策略的研究现状..................................203.2.1专业化市场营销策略.............................................203.2.2市场直销营销策略...............................................213.2.3分销渠道营销策略...............................................213.2.4协同营销策略...................................................223.2.5产品差异化营销策略.............................................233.3医迈斯（中国）大陆市场营销现状分析...................................233.3.1公司大陆市场营销策略历史演变...................................233.3.2口腔医疗器械大陆市场营销现状分析...............................243.3.3竞争对手分析...................................................263.4医迈斯（中国）大陆市场营销存在问题..................................283.4.1目标顾客管理不完善.............................................283.4.2市场定位不明确.................................................283.4.3产品方面单一.................................