東軟醫(yī)療CT產(chǎn)品營銷策略研究.pdf

1、東北大學碩士學位論文東軟醫(yī)療CT產(chǎn)品營銷策略研究姓名：于蕾申請學位級別：碩士專業(yè)：工商管理指導教師：康錦江20070101東北大學碩士學位論文ABSTRACrStudyOilMarketingStrategyofNeusoftMedicalCTProductAbstractSince20thCenturymanynewtechnologiesandnewmaterialshavebeenappliedonmedicalequipment

2、industrymakingitoneofthefastestdevelopingandmostactivelytradedbusinessesworldwideCurrentlymedicalequipmenthasbecomethemostimportanthigh—techindustryinmanydevelopedcountries，whereCTscanningmachinesareoneofthemostimportant

3、categoriesinthisfieldThispapertakesShenyangNeusoftMedicalSystemsCo，LtdAsanexample，summarizesthecurrentsituationanddevelopmenttrendofmedicalequipmentindustryandthemarketinformation，characteristicsandprospectofCTproductsTh

4、enitanalyzestheindustryandcompetitorsusingmarketcompetitionprinciples，andconclusivelytheNeusoflMedicalSystems’opportunitiesandthreatsinthisindustryaswellasitsstrenthsandweaknessestoothercompetitorsItalsodefinesNeusoflCTp

5、roducts’marketorientationthroughmarketcategorizationFinallyitanalyzesNeusoflMedical’Smarketingstrategy，espitsweaknessesandsuggestionandactionsitmaytakeThispapermakesadetailedanalysisonChina’SCTmarketingenvironment，tohave

6、abasicknowledgeonthecomplicationofthisspecialmarketMultipleimpactelements，prolongeddecisionmaking，customers’strongbargainingabilityandcompetitors’powerfulcapabilityindicatethatthisindustryisundercruelpricecompetitionThis

7、paperdiscoversNeusoftMedical’Scurrentmarketingpolicyanditsdisadvantages，espitsshortproductrange，lowofequipmentreliabilitiesandpoormanagementShortproductrangeblocksitsambitionformarketexpansion；lowreliabilityharmscustomer

8、s’anddealers’confidenceandaddsupservicecosts；poormanagementandlackofcompetenthumanresourcesdeterioratecorporateefficiencyanditssensitivitytomarketBasedontheinsideandoutsideenvironmentanalysis，thispaperoutlinesthecompany’