XY医疗器械公司新渠道体系构建-工商管理专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘 要 医疗器械行业的高额利润和广阔的发展空间, 使众多竞争者蜂拥而至,市场 竞争变得日益激烈。在国内外企业激烈的市场竞争过程中，营销组合变量之一 ——分销，被认为是竞争对手最难以模仿和复制的。“渠道为王”这一理念在中 国被越来越多的医疗器械生产企业所认同，因此渠道管理的重要性在各个医疗 器械公司也逐渐凸显。XY 医疗器械公司作为一家专业生产医疗器械设备及耗材 的外资在华企业，没有采取终端直接销售模式，而是通过不同层次的中间商完 成产品销售。笔者结合企业渠道管理与市场营销理论方法等理论知识及实际的 医疗器械渠道市场调研以及对 XY 公司所面临的市场环境、渠道现状、渠道管理 及策略等环节进行研究分析，总结出 XY 公司在渠道管理中存在的问题及面临的 新的挑战，并针对这些问题和变化提出相应的解决方案，以构建新的渠道体系 ——协同分销体系，根据不同的产品生命周期特性，设计相应的渠道网络，并 与营销渠道形成共同成长的战略合作伙伴关系。进一步建立完善的新分销模式 的利益设计以达到更好的渠道激励效果。同时，将渠道与客户看成一个共同的 整体，对客户管理体制全面更新，面向所有参与者做一体化价值设计，最终实 现“客户为本、通路致胜、资源整合”的市场目标。 关键词：医疗器械；渠道模式；协同分销模式 I Abst Abstract ABSTRACT The high profits and broad space for development in the medical device industry, so many competitors flocked to the market competition becomes increasingly fierce. Domestic and foreign enterprises in the fierce market competition process, one of the marketing mix variables - distribution, is considered to be the most difficult for competitors to imitate and copy. The concept of Channel is king is more and more recognized by medical device manufacturers in China, so the importance of the channel management in various medical device companies is increasingly prominent. As a medical device company, the XY company specializing in the production of medical equipment and supplies foreign enterprises in China, did not take the terminal direct sales model, but the finished product sales through different levels of middlemen. I combine theoretical knowledge of business and marketing channel management theory and practical methods of market research and medical device channels for XY market environment facing the company, channel status, and other aspects of channel management and strategic research and analysis, summed up in the channel XY Management problems and new challenges, and propose changes to address these issues and appropriate solutions to build a new channel system - collaborative distribution system, depending on the characteristics of the product life cycle, design appropriate chann