康养医疗器械代理商运营模式策略研究 --以江苏明德医疗为例
Research on Operation Mode Strategy of Kangyang Medical Device Agent --Take Jiangsu Mingde Medical as an example
所属学科:管理学
发布时间:2022-02-14 14:08:35
63
0
(含英文论文、中文论文、答辩视频、答辩PPT)
69.00
CTU-MBA 28期 钱同学
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8

作业

1

论文

摘要

摘要

随着经济水平的快速提高和国民收入的不断增加,在医疗康养这一块,人们所给予的关注也越来越高,各个医疗康养机构在医疗器械这一块也必须要达到更高的要求,在这一大的市场下医疗器械市场得到了迅猛的发展。随着国家政策要求继续深化供给侧结构性改革和“放管服”改革,推进审评审批制度改革,鼓励医疗器械创新,激励产业创新高质量发展。随后互联网巨头百度、京东等等纷纷进军医疗器械行业。他们进入医疗器械行业其实也倒推了医疗器械从线下实体销售转至线上销售的发展方向,线上交易的普及将会使医疗器械行业大范围快速度的发展。因此,医疗器械代理商在政策、制造商和互联网巨头的夹缝里生存。在这一前提下对代理企业战略的展开研究,探究医疗器械代理企业如何摆脱现处困境、展现自身实力,实现应有价值是十分有意义的。

本着这一种思想,该论文对国内医疗器械代理企业——明德公司进行了深入的调研,对其在中国医疗器械市场竞争越来越激烈的状况下,是如何借助对市场进行调研、对机会进行把握,最后相对应的形成行之有效的企业运营模式策略进行了系统的分析,借助对成功转型经验的研究而获得能够对公司的发展规划有帮助的理论以及经验。在论文一开始首先对企业战略管理理论的特征、定义以及发展所经历的过程进行叙述,并借助 SWOT分析了将明德公司所处于市场的何种竞争位置给予明确;然后对明德公司所在市场的生产商和产品状况开展详细的解析,并做出相应应对策略;接下来对对明德公司的转型遇到的问题与成功关键因素开展详细的解析,确定运营模式为“代理+研发”;借助行业数据,探究互联网大健康医疗器械行业市场;结合明德公司的所在行业现状,同时在上述分析的前提下,探究制定公司的运营模式和营销策略。

ABSTRACT

 

ABSTRACT

With the rapid improvement of economic level and the continuous increase of income, medical care is becoming more and more popular, which requires rehabilitation centre to reach a higher level in medical devices. This has promoted the development of medical device market to some extent. .In response to national policies, we will continue to deepen the supply-side structural reform and the reform of simplifying administration and decentralize power, combining management and optimizing services, promote the reform of the examination and approval system, encourage the innovation of medical devicesand the industry to develop with new high quality. Subsequently, Internet giants Baidu, JD.COM and so on entered the medical device industry one after another. Their entry into the medical device industry actually pushes back the development direction of medical devices from offline physical sales to online sales. The popularity of online transactions will make the medical device industry develop rapidly in a wide range. Therefore, medical device agents survive in the cracks between policies, manufacturers and Internet giants. Hence, it is of great significance to study the strategy of agency enterprises and explore how medical device agency enterprises get rid of the current predicament, show their own strength and realize their due value.

Guidance by this, this paper makes an in-depth investigation on Mingde Company, a domestic medical device agency which is related to what kind of measures Mingde Company takes to make a systematic analysis on the corresponding formation of effective enterprise operation and study the theory and experience on successful transformation experience that can be helpful to the development planning of the company by virtue of market research and grasping the opportunity under such a fierce competition in Domestic medical device market.This thesis first describes characteristics, definition and development process of enterprise strategic management theory and clearly defines the competitive position of Mingde Company in the market with the help of SWOT; Then, it analyzes the manufacturer and product status of Mingde Company in detail, and makes corresponding countermeasures; Next, the problems encountered in the transformation of Mingde Company and the key factors of success are analyzed in detail, and the operation mode is determined as "Agency + R&D";This thesis has explored the online health medical device industry market with the help of industry data and explored the establishment of the company's operation mode and marketing strategy combined with the industry status quo of Mingde Company under the premise of the above analysis.

【关键词】医疗器械,代理,明德公司,转型,运营模式,营销策略
【Keywords】 Medical Devices, Agent, Mingde Company, Transformation, Operation Mode, Marketing Strategy, Marketing Planning
69.00
(含英文论文、中文论文、答辩视频、答辩PPT)

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