科医人公司皮肤激光设备市场营销策略研究-工商管理专业毕业论文.docxVIP

022025180朱炜 022025180朱炜 科医人公司皮肤激光世备市场_Y销策略研究 摘要 本文尝试运用现代市场营销理论及其研究成果，分析在我国方兴未艾的医学 美容市场，以笔者所服务的科医人公司为案例，探讨医学美容设备供应商应如何 利用良好的市场机会，制定行之有效的市场营销策略。 本文涉及的产品是公司皮肤激光设备，包括传统的治疗性的设备和目前正在 飞速发展的美容性的设备。本文所研究的公司是一科医人医疗激光公司(以下简 称“科医人”)，是全球最大的专业医疗激光公司，也是最早进入中国发展的一家 外企公司，公司的产品涵盖眼科、外科、皮肤科等三大类。随着中国市场的迅速 发展，作为市场先入者的科医人公司的业务也得到了飞速的发展。但是在快速发 展的背后也隐藏着一些令人担心的问题。目前的营销策略遭到了极大的挑战。 本文简要评析了科医人在中国的发展历程和目前的营销策略，分析了科医人 在市场营销中面临的环境、问题及其产生的原因，在此基础上，对科医人公司应 当进行怎样的营销战略调整、如何加强风险防范措施提出了笔者的建议。本文所 研究的都是科医人在中国的营销策略，不涉及其他国家和地区。 关键词： 皮肤激光设备 医学美容市场营销 022025180朱炜 022025180朱炜 科医人公刊皮肤激光设备市场营销策略研究 Abstract The article will analyze the booming medical cosmetic market in China according to modem marketing theory and its research．achievement．This derived from Lumenis．1td for which the writer serves win discuss how也e supplier of skin laser devices grasps the excellent opportunity to make effective marketing strategy． 111e products involved is skin laser devices including traditional treatment devices and the booming cosmetic ones．Lumenis analyzed in this article is the largest professional medical laser company in the world and is the first international medical laser company in China which contains three main types of products，ie ophthalmology,surgery,dermatology．Lumenis has evolved greatly as the China market keeps growing fast during this years．However，behind the fast development of the company business there are some worrying problems which severely challenge the current marketing strategies． This article shows in brief the China development process of Lumenis and its current marketing strategies，analyzes its market environment，problems and causes which Lumenis is confronted with，as well puts forwards suggestions and measurements on how to adjust marketing strategy and control risks． All that discussed in this article only focuses on Lumenis marketing strategies in China，to the exclusion ofany other countries and areas． Key Words： Sk