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F系列冠脉支架的价值营销策略探究

2020-08-04 16:21:09分类:MBA论文 阅读:

 

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摘要  医疗高值耗材因产品价格昂贵,对于操编辑的专业要求度极高,产品的有效性和安全性直接关乎患者生命安全,备受社会各界重视。心脏冠脉支架在高值耗材中长期占比最大,单品价格较贵,使用患者人数众多,是高值耗材的典型代表产品。近年来,多方面的原因促使本土制造的 F 系列冠脉支架必须探寻新的营销方式。医保政策层面上,持续了 10 年的新医改逐年深入医疗各领域,对于高值耗材的采购与入院监管力度持续加强,医保控费政策陆续出台;患者层面上,对产品的认可不仅源于产品本身的特性和优势,同时也受到该企业的公众形象和品牌形象的影响。在企业层面上,国产支架制造工艺日新月异,但在营销能力上始终与国际厂商有较大的差距,品牌认可度逊色于进口产品。W 企业作为国产医疗器械三大厂商之一,已具备较好的市场营销能力,如何保持继续的增长态势、增加竞争优势、提升顾客满意度成为了下一阶段营销的重点,现行的 F 系列支架价值营销策略急待更新与完善。

 

  研究 F 系列冠脉支架的价值营销策略,对于国产高值耗材的营销方式优化和转变有着引导意义。本研究以顾客价值理论为切入点,梳理了顾客价值概念以及运用顾客让渡价值模型为分析框架,进行了冠脉支架顾客让渡价值的研究。另外对医疗器械宏观营销环境以及波特五力模型对冠脉支架微观营销环境进行分析,提出目前 F 系列冠脉支架的价值营销问题,通过价值链分析,规划相应的解决方案,优化 F 系列支架的价值营销策略。本研究从实际出发,希翼可以探索出更实用的、可实行性强的价值营销策略,从而使企业能够可持续发展,为国家科技创新做贡献;另一方面,推动企业积极创新,真正使患者与相关群体获益,助力改善中国医疗环境,提高患者生存质量。

F系列冠脉支架的价值营销策略探究

  
  关键词:冠脉支架;F 系列冠脉支架;价值营销;顾客让渡价值模型;价值链。
  

  Abstract

  
  Due to the high price, strict requirements on expertise and direct association between the efficacy and safety and patients’ life safety, high-value medical consumables are drawing more and more attention. For a long period, cardiac coronary stents remain as the largest proportion of high-value consumables with its high unit price and large patient volume base. Consequently, cardiac coronary stents are typical representative products for high-value medical consumables.
  
  In recent years, local manufacturer of F-series coronary stents to explore new market strategies due to multiple reasons:
  
  Medical insurance policies: the new healthcare reform has penetrated into every healthcare field over the past 10 years. The government continuously strengthens the procurement and admission supervision of high-value medical consumables, and initiates insurance cost-controlling policies one after another.Patients: the perception and acknowledgment of the products is not only related with the characteristics and advantages of the product itself, but also partially influenced by the public image and brand image of the corresponding manufacturer.
  
  Manufacturer: the manufacturing technology of local stent brands has been developing in a fast pace, while their marketing ability still falls behind the international manufacturers, which results in weaker brand recognition.
  
  As one of the three major players of domestic medical devices companies, W Corporate has possessed strong marketing abilities. How to maintain the growth rate,strengthen brand competitiveness, and improve customers’ satisfaction will be the next goal of marketing strategies. The value marketing strategies for F-series stents need to be updated and perfected.
  
  The research of the value marketing strategy of F-series coronary stents is of guiding significance for the optimization and transformation of the marketing model of domestic high-value medical consumables. Starting from customer value model, the study sorted out the concept of customer value and used the customer delivered value model as an analytical framework to analyze the customer delivered value of coronary stents. In addition, this study analyze the macro-marketing environment of medical devices and Porters’ five forces model to the micro-marketing environment of coronary stents. Based on the research of value chain and customer delivered value model, this study proposes the problems and corresponding solutions of current F-series stent value marketing strategies and value marketing optimization strategies.
  
  This research is based on real business environment and hopes to explore more practical and executable value marketing strategies, to enable enterprises to achieve sustainable development and contribute to national scientific and technological innovation.On the other hand, enterprises should be encouraged for innovation, to truly benefit patients and related stakeholders, help improve China's medical environment and improve the quality of life of patients.
  
  Keywords:Coronary Stents; F-series Coronary Stents; Value Marketing; Customer Delivered value; Value Chain。
  

  第 1 章 绪论

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