随着我国经济水平的发展，以及人口老龄化问题的日益严峻，导致伴随人类 健康需求的医疗器械产业需求不断上升。近年来，随着国家陆续出台的系列医疗 政策，“健康中国”、“中医治未病健康工程”稳步在社会上开展与实施。特别 是发挥中医的独特优势，发展非药物疗法来治疗常见并多发病和慢性病方。在 多种因素的共因下极大的促进了中医医疗器械的发展与升级，同时也为中医医疗 器械市场营造了发展的新机遇与新蓝海。 本文以 AK 医疗器械公司为案例，从医疗器械市场的整体现状进行切入，结 合市场细分理论、营销组合理论、以及 SWOT 分析方法，对公司所处的宏观环 境、行业竞争环境进行分析。在此基础上，对 AK 公司在营销中存在的问题，以 及导致该问题的原因进行分析，重新定位其目标市场，并从产品、渠道、价格、 以及促销四个方面给出营销策略。最后，本文从营销团队、组织架构、以及人力 资源三个方面给出建议，以提供 AK 公司在营销策略落实上的保障。 通过实地走访与访谈的形式，笔者发现 AK 公司目前的经营现状存在的主要 问题有：对各个省份、区域的医疗市场了解不够深入，缺乏系统的梳理；销售管 理不到位，服务意识不完善，特别是销售人员管理体制没有固化的执行；另外， 作为中医针灸针器具的生产企业，AK 公司没有深入的投入到全国或海外的医疗 器械类展会，且在器具标准制定制度层面上缺少参与，这为 AK 公司在业界梳理 品牌地位以及争夺话语权留下了改进上升的空间；此外，在市场拓展与开发方面， 虽然 AK 公司的产品在全国和海外 20 余个国家都有覆盖，但尚未形成较为有规 模且规范的销售体系，可以用于高效效仿的区域销售标杆尚未形成，公司在销售 方面的成本难以降低。 基于对 AK 公司内部与外部的梳理分析，本文最后为 AK 医疗器械公司重新 定位了国内外的目标市场，并给予相应的建议与规划。具体表现在国内市场中， 按医疗机构的性质划分，AK 公司应重视民营医疗机构以及下沉乡镇卫生所等市 场，特别是尚处于竞争不激烈的医美市常另外，由于三级医院的门槛较高，之 前 AK 公司的针灸针主要供应未定级医院和一级医院的市场；按地域需求划分来 看，我国中医院数量分布上，华北与华东地区是我国中医院数量较多，且增长速 度较快的地区，居民经济水平相对较高，保健意识更为浓重，对针灸针需求自然 较多，应重点布局。在国外市场中，AK 公司应充分考虑新兴的发展中国家市场， 以及将针灸治疗纳入医保或商业保险的国家市常另外在营销策略中，AK 公司II 应重视参与中医养生保健类的学术推广、赞助针灸技师培训的项目、参展业内高 质量医疗产品博览会等活动，以提升品牌影响力，扩大市场份额。 关键词： 针灸针，中医医疗器械，市场细分，营销组合策略III Abstract With the development of China's economic level and the increasingly serious problem of aging population, the demand of medical device industry with human health demand is increasing. In recent years, with a series of medical policies issued by the state, the "healthy China" and "health project of TCM for disease prevention" have been steadily carried out and implemented in the society. In particular, we should give full play to the unique advantages of traditional Chinese medicine and develop non drug therapy to treat common diseases, frequently occurring diseases and chronic diseases. Under the common cause of many factors, it has greatly promoted the development and upgrading of TCM medical devices, and also created a new opportunity and blue ocean for the development of TCM medical device market. This paper takes AK medical device company as an example, starting from the overall status of the medical device market, combined with market segmentation theory, marketing mix theory, and SWOT analysis method, analyzes the macro environment and industry competition environment of the company. On this basis, AK company in the marketing problems, as well as the causes of the problem are analyzed, re positioning its target market, and from the product, channel, price, and promotion of four aspects of marketing strategy. Finally, this paper gives suggestions from three aspects: marketing team, organizational structure, and human resources to help AK company ensure the implementation of marketing strategy. Through on-the-spot visits and interviews, the author found that the main problems of AK company's current business situation are: lack of in-depth understanding of the medical market in various provinces and regions, lack of systematic carding; inadequate sales management, imperfect service awareness, especially the implementation of the salesman management system; in addition, as a manufacturer of acupuncture and moxibustion instruments in traditional Chinese medicine, AK The company has not been deeply invested in the national or overseas medical device exhibitions, and lacks participation in the device standard formulation system, which leaves room for AK to improve and improve its brand position in the industry and fight for the right of discourse; in addition, in terms of market expansion and development, although AK's products are covered in more than 20 countries nationwide and overseas, they have not yet been formed There is a large-scale andIV standardized sales system, and the regional sales benchmark that can be used for efficient imitation has not been formed, which cannot reduce the company's cost in sales. Based on the analysis of AK company's internal and external, this paper finally positions the target market of AK medical device company from home and abroad, and gives corresponding suggestions and plans. According to the nature of medical institutions, AK company should pay attention to private medical institutions and sunken township health centers, especially in the less competitive medical market. In addition, due to the high threshold of the third level hospital, the acupuncture needles of AK company were mainly supplied to the Unrated hospitals and the first level hospital market; according to the regional demand division, in terms of the number distribution of Chinese medicine hospitals in China, North China and East China are the regions with a large number of Chinese medicine hospitals and a rapid growth rate. The residents' economic level is relatively high, and their health care awareness is more intense. Therefore, AK company mainly supplies acupuncture needles to the Unrated hospitals and the first level hospitals There are many natural demands, so we should focus on the layout. In the foreign market, AK should fully consider the emerging developing country market, as well as the development of the national market where acupuncture treatment is included in medical insurance or commercial insurance. In addition, in the marketing strategy, AK company should attach importance to participating in the academic promotion of traditional Chinese medicine health care, sponsorship of acupuncture technician training projects, participation in high-quality medical products Expo and other activities, so as to enhance brand influence and expand market share. Keywords: acupuncture needle, medical devices of traditional Chinese medicine, market segmentation, marketing mix strategyV 目 录 摘要.......................I Abstract.................III 第 1 章 绪论.............1 1.1 选题背景与研究意义....................1 1.1.1 研究背景............ 1 1.1.2 研究意义............ 2 1.2 国内外相关研究综述...................2 1.2.1 医疗领域营销理论历程及研究现状 2 1.2.2 医疗器械产业市场现状.................... 4 1.2.3 中医医疗器械行业市场现状............ 7 1.3 主要研究方法、思路和主要内容............................. 8 1.3.1 研究方法............. 8 1.3.2 研究思路和主要内容........................ 8 第 2 章 相关基础理论概述..................10 2.1 市场营销理论发展概述.............10 2.2 STP 理论...... 10 2.3 市场营销组合理论.....................12 2.3.1 4P 营销理论...12 2.3.2 4C 营销理论...13 2.3.3 4R 营销理论...15 2.4 SWOT 分析方法......................15 第 3 章 AK 医疗器械公司产品环境分析.......................... 17 3.1 AK 医疗器械公司内部环境分析...........................17 3.1.1 公司简介........... 17 3.1.2 产品结构........... 18 3.1.3AK 公司组织架构.............................19 3.2 宏观环境分析...........................20 3.2.1 政治与法律环境分析..................... 20 3.2.2 经济环境分析.. 21 3.2.3 社会文化环境分析......................... 23 3.2.4 技术环境分析.. 23 3.3 行业竞争环境分析...................24 3.3.1 行业内同类竞品....