NCC公司医疗器械营销策略研究

上海交通大学硕士学位论文NCC公司医疗器械营销策略研究姓名：杨武庆申请学位级别：硕士专业：工商管理指导教师：周颖20090501NCC6010NCCNCCNCCNCCNCCNCCNCCNCCNCCNCCNCCNCCNCCASTUDYONMEDICALEQUIPMENT’SMARKETINGSTRATEGYOFNCCCOMPANYABSTRACTMedicaldeviceindustryisakindofcross-edgeindustrywhichintegratemachinery,electronics,medicineandotherhigh-techs.Withtheeffortsthrough60years,especiallyafterthereformandopeningupmorethantwodecadesofrapiddevelopment,asystemofcomprehensivescientificresearchindustrialproductionandqualitymanagementhasbeenestablishedinChina'smedicalequipmentindustry.Chinaisamedicaldeviceconsumptionpowerwhosemarkethasgreatpotentialtodevelopagoodsituation.Beforeadecadeorso,China'straditionalmedicalequipmentmanufacturingenterprisesconcentratedinareassuchasShanghaiandJiangsu,butthingshavegreatelychanged.Withtherapidriseofhigh-techmedicalequipmentmanufacturingenterprises,Shenzhenhasmaderapiddevelopmentinthefieldofmedicaldevicesofelectronics,andgraduallyestablishedaleadingpositioninthecountry.Thenwiththeflourishmentofthecity'shigh-techmedicalequipmentmanufacturingenterprisewhoserepresentativeincludedShanghaiandBeijing,wasregisteredandestablishedinShanghaiunderthisbackground.Uptonow,NCCistenyearsold.BygivingaintroductionoftheexternalenvironmentofNCCinthemedicalequipmentindustry,theauthormakesthepositionofthecompanyclear;thenheintroducesthecompany'sprofileandmarketingofthestatusquo,andfindsthecurrentproblemsinthemarketingmanagementofthecompanysuchas:thedecreaseofcoreproductincompetitiveness,thedisorderlinessincustomermaintenance,theimbalancesalesofproductlinesandtheproblemsresultedfromdirectsellingmodel.Accordingtothediversityofthelife-cycleandcompetitionofthreedifferentproductlines,anewplanisbroughtforth:toapplydifferentmarketingstrategiesbasedontheorganizationalstructureofmarketingproductstothethreeproductlines.Themarketingstrategyrecommendedbytheauthor,basedontheProductmarketingorganizationalstructure,isacombinationofNCC'sactualuseofresourcesandtheintegratedcharacteristicsofthreeproductlines.ThisstrategywillsolveNCC’saforementionedproblemsinmarketingmanagementandmaximizetheefficiencyofutilizingresources.Theauthordescribestheimplementationofthemarketingstrategyandthecorrespondingpathofproductstrategy,channelstrategy,pricingstrategyandpromotionalstrategy.Atthesametime,theimplementationofthemarketingstrategyoftheorganizationneedssomeprotection,humanresourcesecurityandtheprotectionofcorporateculture.Withasoundprotectionsystem,themarketingstrategycanbeimplementedsuccessfully.Thisthesispaymuchattentiontoanalysisofactualsituation,andstrivetoputforthmarketingstrategywhichwillsolveNCCcompany'sexistingproblemsandprovidereferenceforhigh-techprivateenterprisesalike.KEYWORDS:medicalequipment,marketingstrategy,NCCcompany,product-basedmarketingorganizationalstructure200941520094152009415MBANCC11.1NCC1.1.120081122%3%62%ShandsHealthCare1081NCC1.1.248500MBANCC22009200667.7112009-20118500220032008627.74%20091181200838.2%3850010%NCC1.1.3NCC1NCCISO13485NCCNCC212006.82,2009.04.063:FrameofthethesisMBANCC52.12.1.11(2)NCC12000.04.012Figure2:ManufactuingchainofmedicalequipmentproductsMBANCC62.1.2IT3NCC2.1.33FIGURE3ChainofindustryofmedicalequipmentproductsMBANCC7(276)(15)GB7635-87()()12NCC31XCTB2()X6012000.04.0122000.04.0132007138MBANCC82NCC42.1.454FIGURE4FunctionalcategoryofmedicalequipmentproductsMBANCC92.2(PEST)120093200946200619561984199620045FIGURE5Diagramofdomesticelectrophysiologicalmedicalequipment’sdemandMBANCC10WTO2GDP10%200843MBANCC1142.32.3.1PEST17200730012010025%10092GDP200946MBANCC1220072007GDP5.23%GDP13.9%7.1%381112.3.210%2540%50200741%30%11%5%11/512007TABLE1GlobalMedicalEquipmentProductionin2007200717751299433216.5606.541%30%10%5%14%20072.3.3SFDA20081.34080-85%MBANCC1388.9%60%132007TABLE3Shanghaimedicalequipmentoutputofindustryin2007thenumberofenterprisesinStatistics20076961500011000500010002315256333.31%2.15%3.59%90.95%20072007696100090.95%13.31%3NCC100050003.5%2564%4NCC42007TABLE4Shanghaimedicalequipmentoutputvalueofindustrysalesin2007thenumberofenterprisesinStatistics200769610644698311515.23%64.08%14.08%4.45%2.16%20072.3.4112007131MBANCC1470%20%229.96200019955-101528.27%200632.9%2009100022008110.6731.46%20078.99740105.5172162TABLE2:China'sdomesticsalesofmedicalequipment20022003200420052006200720082009150200293351466574740952%16.8033.2046.5019.9032.9023.2028.7528.7528.75200220072007MBANCC15NCC3.1NCC3.1.1NCC1997NCCNCC2009NCC70%90%5%OAERPCRMFUTRUE3.1.2NCC119972003NCC19982003MBANCC162200320062003NCCNCCNCCNCCNCC20063200620072006NCCNCC200742007NCCNCCMBANCC173.1.3NCC612345NCC6NCCFIGURE6NCClinearfunctionsofthecompany'sorganizationchart3.1.4MBANCC18NCC1(ElectroencephalogramEEG)1NCC23024242ElectromyographyEMGEMG3120062NCC32000MBANCC19/////NCC13(Moniter)PHECG/ST242NCC3NICU1NCC2,20073NCCMBANCC203.2NCC3.2.1NCC200852008878NCC200850%25%200840%30%15%NCC55NCCTABLE5the10customerprovincesofNCCcompanies2421701281261201061041009878NCC3.2.21200729.9()29.03-219847