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X公司高值医用耗材营销渠道改善策略研究_MBA毕业论文DOC

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文本描述
摘要
企业营销战略中非常重要的一环就是怎样构建高效的营销渠道。随着国家医
改政策的不断出台,高值医用耗材的营销渠道也会相应的受到影响,其原有的销售
模式也会受到冲击

本研究基于医疗器械行业的大环境,论述了国内高值医用耗材行业的主要背
景,行业特点,发展趋势。以X公司为例,介绍了X公司的主要状况,对X公司现
有的营销渠道进行了点评,根据营销渠道战略的管理理念和发展方向,对X公司目
前营销渠道中发现的主要问题进行了剖析。并在此基础上提出改善策略。最后,对
调整方案的保障实施做了系统阐述

目前来讲,全球的高值医用耗材行业基本处于正确的前进道路上,尤其是中
国的高值医用耗材行业发展。但是国内高值医用耗材行业发展上的劣势还是显而
易见的,其中销售渠道的内部管理,是重要且需经规范的。最近几年;高值医用
耗材行业发展保持平稳较快增长。与此同时,目前看来在高值医用耗材行业中关
于连接生产者和消费者两端的营销渠道的研究己然趋近于相对完善。本文通过分
析和内省高值医用耗材行业内部的渠道方式对相关运营、销售、物流链进行再革
新。创新性的运用层次分析法构建模型对营销渠道改善的相关因素进行了研究并
得出结论

本研宄认为,X公司的营销渠道按照程序进行改进和管理后,定会大大提高X
公司的管控能力,同时也将提高市场开发的速度,进而为X公司获取持续竞争优
势,最终为实现企业发展的战略目标提供良好的基础。也为X公司这样的医疗耗
材制造公司的营销战略工作提供了参考经验和建设性建议

关键词:高值医用耗材营销渠道层次分析法
1 山东大学硕士学位论文
ABSTRACT
How to build effective marketing channel is an important part of the overall marketing
strategy of enterprises. With the introduction of national health reform policy, the
marketing channel of high-value medical consumables will have a great impact,and the
high value medical consumables distribution channel model will be challenged.
Based on the environment of medical device industry,this paper analyzes the macro
background, industry characteristics and development trend of high value medical
consumables industry in China. With X company as an example,this paper introduces
the situation about our company, and evaluation of the current situation of the
company

s marketing channels, combined with the management thoughts and
developing trend of marketing channel strategy, analyzes the X company at present the
main problems existing in marketing channel. The optimization strategy is proposed
based on the analysis. Finally, the security implementation of the adjustment scheme is
systematically elaborated.
At present, the world&39;s high-value medical consumables industry is basically in the right
development path, especially the development of China&39;s high-value medical
consumables industry. However, the disadvantage of domestic high value medical
consumables industry is obvious, and the internal management of sales channels is
important and needs to be standardized. In recent years, the development of high-value
medical consumables industry has maintained steady and rapid growth. At the same
time, the research on marketing channels linking producers and consumers in the
high-value medical consumables industry has been relatively perfect. This paper
analyzes and reinnovated the related operation, sales and logistics chain through the
analysis and the internal channels of the high value medical consumables industry.
Using the analytic hierarchy process (AHP), the author constructs the model and studies
the related factors of marketing channel improvement and draws the conclusion.
This paper argues that X c
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