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MBA硕士范文_JK公司医疗器械营销渠道管理研究(66页).rar

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更新时间:2018/10/15(发布于广东)

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文本描述
摘要
作为全球发展最快、贸易最活跃的国际化产业之一,医疗器械产
业市场的竞争是全球性、国际性的。市场监管严格,进入壁垒高,产
品差异大,种类多样,各产品系列盈利能力差异明显都是该行业的特
点。此外医疗器械行业也是一个能耗低、污染小、附加值高、知识密
集型的国家重点支持的高科技产业。随着中国经济的发展,中国医疗
器械市场容量不断增加,已成为全球关注的重点市场,跨国企业纷至
沓来。国内生产厂商和经销企业数目增长很快,市场竞争日趋激烈,
许多中小医疗企业由于渠道营销策略欠妥,营销渠道管理水平不高,
制约了企业规模的发展。JK公司也面临着这样的问题。
JK公司在发展初期确定了联合经销商开发市场的营销模式,虽
己有一定的规模,但是在营销渠道管理上存在着许多问题,具体表现
在:营销渠道单一和密度不够导致市场覆盖率和占有率不理想;没有
建立科学的经销商选择标准,经销队伍的管理和控制力不强;渠道冲
突处理不及时,渠道的管理粗放等。这些问题大大制约了 JK公司的
发展,因此调整营销渠道策略,加强对渠道的领导和管理,提升渠道
对目标市场的占有,己迫在眉捷。
面对如今激烈的市场竞争,企业的市场表现在一定程度上受制于
营销渠道,因此许多名优企业把营销渠道视为开拓和占领市场的关
键。文章首先回顾了营销渠道的相关理论,然后对JK公司的行业环
境、营销渠道及模式进行了分析,指出了 JK公司的营销渠道现状和
问题,在此基础上,研究了 JK公司的渠道设计,明确JK公司营销
渠道优化重构的基本思路,最后对JK营销渠道实施及保障提出了改
进的建议。本文是一篇侧重于JK公司实践方面的研究文章,探讨如
何建设有自己特色的高效营销网络,以占领和拓展国内市场份额。希
望对JK公司和其他医疗设备企业的渠道管理有所裨益,并一定程度
上促进医疗设备行业的发展。
关键字:JK公司,医疗器械,营销渠道,市场细分,经销商管理
ABSTACT
As one of the international industries which growing are the fastest and
the trade are the most active, competition in the market of the medical
device industry is global and international. Medical device industry have
several obvious characteristics , for example the market is tightly
regulated, the entry barriers is high, the products are significant
differences, species diversity, and the earning power of separate products
are different. Besides, it is a high-technology industry which have low
energy consumption, low pollution, high added value,
knowledge-intensive and obtain specially supported of our country. With
the development of china's economy, the market capacity of china's
medical device industry is on the increase, it has become the global
important market, many transnational enterprises as thick as hail. The
number of manufacturer and marketing firm are growing rapidly, the
market competition becomes increasingly fierce. Because of poor channel
marketing strategy and marking channel management level, many small
medical enterprises development are restrict. JK company is faced with
such a problem.
In the initial period of development, JK company has determine
cooperate with dealers to develop market, through has certain scale , there
are many problem in marketing channel management, for example
marketing channel is single and density is not enough which lead to
market coverage and share are not ideal; there have no scientific dealer
selection criteria, the management and control force of distribution team
are not strong; the processing of channel conflict is not seasonable, and
the channel management is extensive, etc. these problems restrict JK
company's development, so adjust the marketing channel strategy,
strengthen the leadership and management of channels, improve the
possession to the target market are already looming.
In the face of the fierce market competition, the performance of
enterprise, to some extent, subject to marketing channel, because many
famous enterprises treat marketing channels as the key of the developing
and occupy of the market. First, this article reviews the theories of
marketing channel, then analyze the industry environment and the market
ABSTRACT
competition situation of JK company, and points out the status and
problems of the marketing channel. On the basis, research the channel
design of JK company, and clear the basic idea of optimization
reconfiguration of JK company's marketing channel. Finally, give
improve advice of the implementation and guarantee of JK company
marketing channel. This paper is a research which focus on the practical
of JK company, explore how to build a marketing network which has its
own characteristics. We hope this paper is useful for JK company and
other medical device company, and in some extent, boost the
development of medical device industry.
Keywords: JK, medical device, marketing channel, market segmentation,
distributor management