鉴于此目的，本文通过自己供职的BG公司为样本，对BG公司营销策略重新进行
了规划。首先，运用PEST模型和波特五力模型对现在医疗器械的宏观环境和行业环
境进行了详细研究，明确了BG公司在行业中所处的位置及其发展前景。接着，通过
对BG公司内部环境加以分析，采用SWOT矩阵分析法,对BG公司所面临的优势、劣势、
威胁和机会加以研究分析，明晰了BG公司市场竞争能力，指出了BG公司发展遇到的
瓶颈，提出了适合BG公司发展的营销策略，在营销策略选择上提出了相应的建议
最后，结合公司愿景，提出了新的产品、服务、价格、渠道和促销策略，开发新兴市
场，进一步完善营销策略的管理制度，突破瓶颈，改变传统的盈利模式，实现公司做
大做强的愿景
本文注重对BG公司实际现状的分析，力求制定的新的营销策略能解决当下遇到
的现实问题，为公司的未来更长久的发展奠定强有力的基础，同时也希望能为其他类
似的国内中小型医疗器械经营企业带来实际的借鉴作用
关键词：医疗器械经营企业 营销策略 SWOT分析
作 者：顾金龙
指导教师：钟旭东英文摘要 BG 公司市场营销策略探析
II
Marketing strategy of BG company
Abstract
China is a country with a large population, aging is becoming more and more serious.
With the rapid development of economy and the reform of the national medical system, the
people need more and more medical services, which stimulate the rapid development of the
medical industry. Medical equipment as an important part in the development of the
medical industry, become the hot market, with great profitability of the sunrise industry,
has attracted many domestic and foreign manufacturers of medical devices to accelerate
the pace of market competition China. BG company as a representative of small medical
equipment company, how to face the pressure inside and outside competition environment,
out of the siege, maintain their own advantages, break the bottleneck, to construct their
own marketing strategy development, company management is a pressing matter of the
moment, is also an important part of the company long-term development planning.
In light of this purpose, the author of this paper, through their own service BG
company as a sample, the BG companys marketing strategy to re planning. First of all, the
use of PEST model and the Potter five forces model for medical devices now macro
environment and industry environment were studied in detail, clear the position and
development prospect of BG company in the industry by the. Then, through analyzing the
internal environment of BG company, using the SWOT matrix analytic method, in the face
of BGs advantages and disadvantages, opportunities and threats to research and analysis,
clear the market competitive ability of BG company, BG company pointed out the
bottlenecks encountered in the development, put forward for the development of BG
companys marketing strategy, marketing strategy the choice of corresponding suggestions
are put forward. Finally, combined with the companys vision, and puts forward a new
product, service, price, channel and promotion strategy, the development of emerging
markets, to further improve the marketing strategy management system, break the
bottleneck, change the traditional profit model, to achieve the company bigger and stronger
vision.
This paper focuses on the analysis of BG companys actual situation, and tries to
develop new marketing strategies to solve the immediate practical problems encountered,BG 公司市场营销策略探析 英文摘要
III
lay a strong foundation for the development of the companys future more long, we also
hope for other similar domestic small and medium-sized medical equipment enterprises
bring the actual reference.
Keywords: Medical equipment management enterprise Marketing strategy SWOT
analysis
Written by: Gu Jinlong
Supervised by: Zhong Xudong目 录
第一章 绪 论 .......1
1.1 本论文的研究背景、意义 ......1
1.1.1 研究背景....1
1.1.2 选题的意义1
1.2 文章的研究方法及创新点 ......2
1.2.1 研究方法....2
1.2.2 本文的创新点及基本结构2
第二章 相关营销理论及文献综述...........4
2.1 营销理论概述 .4
2.1.1 营销的概念...........4
2.1.2 营销的基本理论....4
2.2 相关文献综述 .9
第三章 对 BG 公司的介绍及 SWOT 分析........12
3.1 BG 公司的介绍..........12
3.2 影响 BG 公司营销策略的环境分析 13
3.2.1 宏观环境分析......13
3.2.2 微观环境分析......15
3.3 对 BG 公司的 SWOT 分析 ...16
3.3.1 内部优势分析.....16
3.3.2 内部劣势分析.....18
3.3.3 外部机会分析.....18
3.3.4 外部威胁分析.....19
第四章 BG 公司医疗器械现有的营销策略 ......21
4.1 市场细分、确定目标市场及定位 ...21
4.1.1 市场细分..21
4.1.2 确定目标市场.....224.1.3 市场定位..22
4.2 BG 公司的营销策略..23
4.2.1 产品策略..23
4.2.2 服务策略..25
4.2.3 价格策略..26
4.2.4 渠道策略..26
4.2.5 促销策略..27
第五章 BG 公司现有营销策略的问题及原因分析 ......30
5.1 当前营销策略的问题 ...........30
5.1.1 产品单一及其结构不平衡..........30
5.1.2 二级代理商的管理和激励政策不完善..30
5.1.3 物流管理的信息化流程不够快速..........31
5.1.4 售后维修市场未予关注..31
5.1.5 销售策略及途径选择不够丰富..31
5.2 原因分析 .......32
5.2.1 缺乏系统化营销运作思维.........32
5.2.1 管理中的合作意识不足.32
第六章 对 BG 公司营销策略的新建议及保障措施 .....34
6.1 营销策略新建议 .......34
6.1.1 调整产品结构，考虑多元化经营..........34
6.1.2 完善二级代理商的管理制度......35
6.1.3 加强信息资源管理提升企业物流效率.35
6.1.4 售后培训维修服务市场加大开发力度..36
6.1.5 优秀的销售团队建设......37
6.2 保障措施 .......40
6.2.1 制度保障..40
6.2.2 人员保障..40
6.2.3 信息保障..41
第七章 结束语 .....427.1 本文研究结论 42
7.2 本文研究的不足及进一步研究的展望 ........43
参考文献 .....44
攻读硕士学位期间公开发表的论文.........46
致 谢 .....47BG 公司市场营销策略探析 第一章 绪 论
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