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医疗器械市场营销策略研究样本.doc
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医疗器械市场营销策略研究样本.doc
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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
高速进展,人们生活水平得到了极大的提高,随之而来的是人们
关于牙齿保健和美容意识的增强,为口腔医疗器械市场的进展孕
育了良好的环境。
尽管口腔医疗行业处于高速进展之中,市场容量不断扩大,
然而真正适合口腔医疗市场的同时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,并结合营销治理理论,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发,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进展也具
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
际运用的一次探究。
本文通过研究,发觉医迈斯(中国)口腔医疗器械公司经营
现状中所存在的标顾客治理不完善、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。依照公司营销的特点,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究,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
ABSTRACT
With the constant improvement of market economic
system reform in our country, and obtained the rapid
development of China's economy, got greatly improve
people's living standard.Followed by people for the
teeth of awareness of health and beauty, this kind of
consciousness for the growth of oral medical equipment
market has spawned a good environment.
Although oral health care industry in high speed
development, expanding market capacity, but really
suitable for oral health care market and almost no
system from the perspective of marketing research.In
medicine, this paper (China) marketing strategy as the
research object, in the medical, (China) as the main
research content of marketing strategy.The company's
internal data, data processing, thus provide empirical
basis for marketing strategy, and combining the theory
of marketing management, provides the decision-making
basis for the industry to solve real business
problems.The paper related to the industry enterprise
in choose target customers, clear market positioning,
and develop appropriate marketing strategies has the
certain enlightenment, oral medical equipment
enterprises how to survive in the fierce competition of
market environment and the development also has a
certain reference value.This is the market marketing
theory in oral medical equipment market an exploration
practice.
Through research, this paper reveals, oral medical
instrument (China) company management present situation
in the customer management is not perfect, the market
positioning is not clear, the product of a single, the
price is higher, the channel is not sound, promotions,
a series of problems such as inappropriate.According to
the characteristics of the company's marketing, medical,
oral medical instrument (China) company target market
(STP) strategy, the oral medical equipment market
segmentation, determine the choice of target market,
ultimately determine the medical myers (China) in the
oral care market positioning, 4 ps marketing mix to the
transition of the 4 cs marketing mix.Based on the
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