学位论文原创性声明
本人所
KS医疗
下，独立进行研究工作所取得的原
不包含任何
献的个人和集体，均已在文中标
本声
论文作者（签名）：
指导教师确认（签名）：
2022年 5 月 12
2022年 5月 12
学位论文版权使用授权书
本学位论文作者完
位论文的复印件和磁盘，
论文的
段保存、
（保密的学位论文在
年解密后适用本授权书）
论文作者（签名）：
指导教师（签名）：
2022年 5月 12
2022年 5月 12

摘要
近年来，我国微
台一系
持，对进口品牌进
断扩张，医用设备的各细
逐步占领高端
KS
90 年代就已经进
场，产品线覆盖人体医用微
领域。经过近 30年的深耕发展，目
规
微
资企业的 KS
些变化，在稳固现有市场份额的同
本文通过
KS
KS
过对 KS
SWOT
KS
善营销渠道等方式来确保这些优化措施得以实施。同
业文化方面对这些措施的实施进行保障。通过这些举措，确保 KS
自身的资源和优
场份额。
关键词：高端医疗；
I

Abstract
Medical equipment industry in China started late, development time is short with weak
foundation, enterprises generally on a smaller scale, but the development speed is fast, high
output value increase. The national health care system reform has been pushed in recent years,
import substitution policy in high-end medical equipment market is implementing, and series
of relevant policies and regulations has been released to encourage domestic equipment
innovation, promote the development of medical equipment localization, accelerate the
implementation of high-end medical equipment independently controllable. Clear on public
institutions procurement policy at the same time give a domestic product great support, as well
as restrictions on imported brand. With the rapid development of China's medical equipment
market capacity, medical apparatus and instruments each niche also in rapid development,
especially the endoscope industry centralization process continues to accelerate. State policy to
encourage and guide the domestic enterprise innovation, and strive to build a batch of domestic
innovation endoscope brand, endoscopic gradually occupied the high-end market.
As the world's biggest minimally invasive endoscopic equipment and equipment
manufacturing enterprises, KS company has entered the Chinese market in the 1990 s, product
line covers human medical minimally invasive medical and, veterinary minimally invasive
medical devices and equipment, industrial endoscope, the three areas. After nearly 30 years of
deep development, at present, the company has set up more branches in domestic, the
establishment of a complete, standardized local operation management system, with advanced
products on the application of endoscopic products and market development, sales network all
over the country, occupies an important position in the field of domestic equipment and
minimally invasive endoscopy. Facing the import substitution policy in the field of medical
apparatus and instruments, as a foreign company, KS company is faced with many pressures
and challenges, how to adjust their marketing strategies to cope with the changes and to
maintain competitive advantage and expand market share, becoming an important topic.
In this thesis, based on KS company internal organization structure and product marketing
II
。。。以下略