Classified Index: C939
U.D.C.: 351
A Dissertation for the Degree of MBA
RESEARCH ON MARKETING STRATEGIES OF
T MEDICAL DEVICE COMPANY
Candidate:
Supervisor:
Chu Yuming
Prof.Shao Jingbo
Academic Degree Applied for: Master of Business Administration
Affiliation：
Harbin Teiyo Rehabilitation Medical
Robot Co., Ltd
Date of Defense:
December, 2020
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
从 2000年开始，我国步入老龄化社会。数据表明 65岁以上人口比重迅
速增加，总占比达到 7%，14岁以下人口比例为 22.9%，社会老龄化结构形
成并逐渐加大。国民经济的发展和银发经济催生了多种类别医疗器械产品的
需求， T医疗器械公司主要从事医疗康复和智能护理机器人的研发生产和销
售。面向变化的市场环境，传统的市场逻辑和渠道 模式已然不适宜公司未来
的发展，因此需要进行相应的研究评判和改造。 T医疗器械公司的市场营销
策略如何匹配，实现企业的快速发展，是本文重点研究的内容。
本文首先运用 PEST等营销分析工具对企业发展面临的宏观环境、行业
环境、竞争环境进行分析，重点对企业所在的医疗行业进行了透视。企业 近
两年公司的销售增长速度放缓和企业外部营销环境不断发生 变化，表明在产
品上市和市场拓展过程中， T医疗器械公司存在着一系列营销策略问题需要
改进。为了研究清楚公司市场营销策略状况，采用李克特量表法对每个答案
给予赋值，设计了调研问卷。通过问卷分析，发现公司未形成系列化产品、
品规单一，产品售价过高、渠道积极性不足和促销手段不丰富等问题。究其
原因，是公司成立时间短，开发周期长，导致产品品规储备不足。前期调研
不充分，个别地域专家的意见不具备普遍意义。公司初期没有快速引入熟悉
医疗器械营销负责人。对市场了解不充分，渠道建设缓慢且不完善。促销策
略仍然按照传统的促销方式进行，忽略了新技术、新媒体应用产生的全新沟
通方式，尤其是对于线上培训、线上科室会议、主题论坛等活动参与很少，
不能产生灵活的沟通和推广渠道。
针对上述问题采用市场定位及 4P营销理论，提出市场营销策略的改进建
议：通过增加产品规格和智能化完善产品策略、进行差异化定价来修正价格
策略、引入股权和期权提高渠道粘性、利用新媒体等方式丰富促销手段。最
后，对公司营销策略的实施提出了保障措施。
关键词：老龄化；医疗器械；康复机器人；护理机器人；营销策略
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哈尔滨工业大学工商管理硕士学位论文
Abstract
Since 2000, China has entered an aging society.Data show that the
proportion of the population over 65 years old is increasing rapidly, accounting
for 7% of the total population, and the proportion of the population under 14
years old is 22.9%. The aging structure of the society has formed and gradually
increased.The development of the national economy and the silver economy give
birth to the demand for various kinds of medical devices.T Medical device
Company is mainly engaged in the research, development, production and sales
of medical rehabilitation and intelligent nursing robots.Facing the changing
market environment, the traditional market logic and channel model is no longer
suitable for the company's future development, so it is necessary to carry out
corresponding research, evaluation and transformation.How to match the
marketing strategy of T Medical device Company to realize the rapid
development of the enterprise is the focus of this paper.
In the past two years, the company's sales growth slowed down and the
external marketing environment of the company kept changing, indicating that
during the product launch and market expansion, T Medical Device Company
had a series of marketing strategy problems that needed to be improved.In order
to study the marketing strategy of the company, the likert scale was used to
assign value to each answer and a questionnaire was designed.Through
questionnaire analysis, it is found that the company has not formed a series of
products, single product regulations, high price of products, channel enthusiasm
is insufficient and promotion means are not rich.The reason is that the company
has a short establishment time and a long development cycle, which leads to the
shortage of product regulation reserves.The preliminary investigation is not
sufficient, and the opinions of some regional experts are not of general
significance.The company did not quickly introduce familia r medical device
marketing person in charge.Insufficient understanding of the market, channel
construction is slow and imperfect.The promotion strategy is still carried out in
accordance with the traditional promotion methods, ignoring the new
communication methods generated by the application of new technologies and
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