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本文基于笔者供职的S医疗公司的实际工作经历，S医疗公司植入式静脉输液
港产品为研究对象，结果发现S医疗公司植入式静脉输液港产品市场营销中正面
临着产品型号不够丰富、成本居高不下、品牌知名度低，市场占有率低等诸多管
理问题。使用STP战略理论和营销组合理论对S医疗公司的外部宏观环境进行了详
细描述，从营销能力、产品自身优势等对S医疗公司的内部微观环境进行了深入
分析，在此基础上，帮助S医疗公司找到了与之匹配的差异化战略市场细分战略
分别就S医疗公司产品的市场定位、营销措施实施、售后服务、产品创新等提出
了详细的解决方案，主要建议从产品自身优势、建立完善的企业管理制度等方面
入手，立足自身优势，扭转劣势，抓住行业机遇，突出产品售后服务，才能走出
市场局限困境，更好地实现战略目标。本文研究成果有利于S医疗公司产品营销
策略研究，同时也为面临类似营销成本高、品牌没有知名度等管理问题的中小企
业提供借鉴意义和参考价值
关键词：医疗器械，营销策略，植入式静脉输液港，STP 战略，营销组合理论V
ABSTRACT
China is a big country with more than one billion three hundred million people. With
the continuous improvement of China&39;s economic strength, the improvement of
people&39;s living standards and the growing demand for medical equipment, who is the
world&39;s largest market for medical devices. Statistics shows that in the first half of
2012, China&39;s medical device industry sales value has reached sixty-eight billion
eighty million yuan, an increase of 20.1%, and an annual growth rate of about 14%
Over the past 13 years, China&39;s medical device market sales growth of seventeen
billion nine hundred million yuan in 2001 to two hundred and twelve billion yuan in
2013. As survey in 2015, the number of cancer patients in China is 4.3 million, the
death toll of cancer patients are 2.5 million people a year, the current situation of
China is that，every day there are 8550 people becoming cancer. Cancer patients are
raised year by year. Large group of cancer patients brought Implantable Venous Port
huge market potential of products. As a representative of the product in the cancer
Implantable Venous Port (Port - A - Cath), also faces the huge market potential. At the
same time, ledding to a huge market potential of Implantable Venous Port product
competition, such as product homogeneity, the price becoming lower and lower,
marketing costs more and more high, the profit is more and more thin etc.
In this paper, based on the author of S Medical Company&39;s actual work experience, S
Medical Company’s product Implantable Venous Port as the research object, found
that S Medical Company’s products Implantable Venous Port are facing problems, for
example, product type is not enough rich, low cost, low brand awareness, low market
share and so on. The author Using STP Strategy analysis and Marketing Mix Theory
for S Medical Company&39;s external macro environment has carried on the detailed
description, from S Medical Company’s marketing ability and product advantages,
author has deeply analyzed the internal micro environment, on the basis of that,
helping S Medical Company found to match Marketing Mix Theory strategy and
differentiation strategy. S Medical Company’s products market positioning and
implementation of Marketing and After-Sales Service, Product Innovation, putting
forward the detailed solution, such as main recommendations from productVI
advantages, setting up perfect enterprise management system and other aspects,
meanwhile based on S Medical Company’s Implantable Venous Port’s advantages, to
reverse the disadvantages, seizing business opportunities, outstanding product
after-sales service, then walking out of the market to trouble, to better achieve
strategic goals. This paper research is helpful to S Medical Company products
Marketing Strategy research, as well as face similar management problems such as
high cost of marketing, Brand Awareness of the small and medium-sized enterprises
to provide reference and reference value.
Key words：Medical equipment， Marketing Strategy，Implantable Venous Port，
STP Strategy，Marketing Mix TheoryVII
目 录
DEED OF DECLARATION..III
摘要......IV
目录.....VII
表目录..XI
图目录.XII
第一章 绪论......1
1．1 背景介绍..........1
1.1.1 国际医疗环境发展..1
1.1.2 国内医疗环境发展..2
1.1.3 植入式静脉输液港市场状况..........3
1.2 研究目的和意义.3
1.3 研究方法.4
1.4 论文框架.5
第二章 文献综述......... 7
2.1 STP 战略理论..... 7
2.1.1 市场细分......8
2.1.2 目标市场选择..........8
2.1.3 市场定位......9
2.2 4Ps 理论...9
第三章 S 医疗公司背景介绍和植入式静脉输液港介绍...12
3.1 S 医疗公司简介.....
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