医疗器械市场营销论文.doc

摘 要 目前医疗器械行业作为医药行业的一个分支，发展十分迅速。随着人们生活水平的提高，对医疗条件的要求越来越高，这使医疗器械行业成为21世纪比较朝阳的行业之一。中国的医疗行业迎来飞速发展的时机，很多中小型器械生产上如雨后春笋般不断涌现。中国政府也在不断加强对该行业的支持和监督。新华医疗作为该行业的元老级成员，应顺应社会发展的脚步，抓住此次机遇来扩大自己的业务和影响，争取在这次行业重新“洗牌”中确立自己优势的地位。 在此背景下，文章结合新华医疗自身的情况，从当前医疗器械行业普遍存在的问题着手，运用市场营销的相关理论知识，对新华医疗公司做STP分析，制定营销战略。并运用营销组合策略（4ps）对新华医疗制定相应的营销策略，对新华医疗今后的发展提出自己的意见。 关键词：新华医疗 市场营销 营销战略 营销组合 Abstrct At present the medical device industry as a branch of the pharmaceutical industry, development is very rapid. With the improvement of peoples living standard, the medical condition of the increasingly high demand, the industry of medical apparatus and instruments to become the twenty-first Century comparative Chaoyang industries. Chinese medical industry welcomed the opportunity of rapid development, many small and medium-sized equipment production such as bamboo shoots after a spring rain as ceaseless emerge in large numbers. The Chinese government also unceasingly is strengthening the industry support and supervision. Xinhua medical as the industrys senior member, should comply with the pace of social development, seize the opportunity to expand their business and influence, strive for in this industry afresh shuffle to establish their own advantage. Under this background, according to Xinhua medical condition, from the current medical equipment industry s problems, the use of marketing theory and related knowledge, the Xinhua medical company to do STP analysis, marketing strategy. And the use of marketing mix strategy (4Ps ) on Xinhua medical formulates the corresponding marketing strategy, the Xinhua medical future development put forward their own opinions. Key words: Xinhua medical marketing marketing strategy marketing combination 第一章 绪论 研究背景 医疗行业在21世纪可以说是比较朝阳的行业之一。不仅关乎人们的健康与生存质量，更关键的在于它集知识密集、资金密集、竞争激烈等特性于一身，是代表一个国家制造业高科技水平的重要标志之一。 进入21世纪，随着中国经济的不断增长，人们的生活水平与以往不可同日而语。在低碳环保的生活理念指导下，健康生活成为越来越多中国人的追求。随着医疗行业的不断进步，人们的生活质量在逐渐提高，因此对医疗产品及服务的要求也越