医迈斯口腔科的医疗器械市场营销策略研究.doc

PAGE  PAGE IV 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 ABSTRACT With the constant improvement of market economic system reform in our country, and obtained the rapid development of Chinas economy, got greatly improve peoples 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 companys 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 equi