【正文】 I 摘 要 隨著我國市場經(jīng)濟體制改革的不斷完善，中國的經(jīng)濟得到了高速發(fā)展，人們生活水平得到了極大的提高，隨之而來的是人們對于牙齒保健和美容意識的增強，為口腔醫(yī)療器械市場的發(fā)展孕育了良好的環(huán)境。 雖然口腔醫(yī)療行業(yè)處于高速發(fā)展之中，市場容量不斷擴大，但是真正適合口腔醫(yī)療市場的并且從市場營銷的角度系統(tǒng)研究的幾乎沒有。本論文以醫(yī)邁斯（中國）的市場營銷策略為研究對象，采集公司內(nèi)部數(shù)據(jù)，對數(shù)據(jù)進行加工處理，從而為市場營銷策略制定提供實證基礎，并結(jié)合營銷管理理論，為行業(yè)解決現(xiàn)實商業(yè)問題提供決策依據(jù)。該論文對行業(yè)相關(guān)企業(yè)在選 擇目標顧客、明確市場定位和制定適當?shù)臓I銷策略方面具有一定的啟示，對口腔醫(yī)療器械企業(yè)如何在激烈競爭的市場環(huán)境中求存和發(fā)展也具有一定的參考價值。這是市場營銷理論在口腔醫(yī)療器械市場中實際運用的一次探索。 本文通過研究，發(fā)現(xiàn)醫(yī)邁斯（中國）口腔醫(yī)療器械公司經(jīng)營現(xiàn)狀中所存在的標顧客管理不完善、市場定位不明確、產(chǎn)品方面單一、價格方面較高、渠道方面不健全、促銷方式不恰當?shù)纫幌盗械膯栴}。根據(jù)公司營銷的特點，制定醫(yī)邁斯（中國）口腔醫(yī)療器械公司目標市場（ STP）策略，將口腔醫(yī)療器械市場細分，確定了目標市場的選擇，最終確定了醫(yī)邁斯 （中國）在口腔醫(yī)療市場的定位，實現(xiàn)了 4Ps 營銷 II 組合向 4Cs 營銷組合的轉(zhuǎn)變。通過對 4Cs 營銷組合策略的不足進行探索，提出了醫(yī)邁斯（中國）公司市場營銷 4Cs 策略實施建議和 4Cs 營銷策略實施的保障體系。 關(guān)鍵詞： 口腔醫(yī)療器械、營銷現(xiàn)狀、 STP 策略、 4Cs 營銷組合策略 ABSTRACT With the constant improvement of market economic system reform in our country, and obtained the rapid development of China39。s economy, got greatly improve people39。s living by people for the teeth of awareness of health and beauty, this kind of consciousness for the growth of oral medical equipment market has spawned a good environment. Although oral health care industry in high speed development, expanding market capacity, but really suitable for oral health III care market and almost no system from the perspective of marketing medicine, this paper (China) marketing strategy as the research object, in the medical, (China) as the main research content of marketing pany39。s internal data, data processing, thus provide empirical basis for marketing strategy, and bining the theory of marketing management, provides the decisionmaking basis for the industry to solve real business paper related to the industry enterprise in choose target customers, clear market positioning, and develop appropriate marketing strategies has the certain enlightenment, oral medical equipment enterprises how to survive in the fierce petition of market environment and the development also has a certain reference is the market marketing theory in oral medical equipment market an exploration practice. Through research, this paper reveals, oral medical instrument (China) pany management present situation in the customer management is not perfect, the market positioning is not clear, the product of a single, the price is higher, the channel is not sound, promotions, a series of problems such as to the characteristics of the pany39。s marketing, medical, oral medical instrument (China) IV pany target market (STP) strategy, the oral medical equipment market segmentation, determine the choice of target market, ultimately determine the medical myers (China) in the oral care market positioning, 4 ps marketing mix to the transition of the 4 cs marketing on the shortings of the 4 cs marketing mix strategy, put forward the medical myers (China) pany marketing 4 cs strategy implementation Suggestions and 4 cs marketing strategy implementation of security system. Key Words： Stomatology Equipment, Marketing Situation, STP Strategy, 4Cs Marketing mix Strategy 5 目 錄 摘 要 .................................................. I ABSTRACT ............................................... II 目 錄 .................................................. 5 第一章 緒論 ............................................ 10 研究背景 ........................................ 10 國內(nèi)口腔科醫(yī)療器械發(fā)展狀況 ................... 11 國際口腔醫(yī)療器械發(fā)展狀況 ..................... 12 口腔科醫(yī)療器械市場狀況 ...................... 13 研究的目的及意義 ................................. 13 本文的主要內(nèi)容和研究方法 ......................... 14 研究的主要內(nèi)容 .............................. 14 研究方法 .................................... 15 論文的框架結(jié)構(gòu) ................................... 16 本文的研究意義 ................................... 17 第二章 理論基礎 ...................................... 19 市場營銷基本理論 ................................. 19 STP 營銷理論 ................................ 19 PEST 理論 ................................... 20 五力競爭模型 ................................ 21 6 4Ps 營銷理論 ................................ 24 4Cs 營銷理論 ................................ 25 第三章 醫(yī)邁斯（中國）公司營銷策略現(xiàn)狀與問題分析 ......... 26 醫(yī)邁斯（中國）公司概況 ........................... 26 口腔醫(yī)療器械行業(yè)營銷策略的研究現(xiàn)狀 ............... 26 專業(yè)化市場營銷策略 .......................... 26 市場直銷營銷策略 ............................ 27 分銷渠道營銷策略 ............................ 28 協(xié)同營銷策略 ................................ 29 產(chǎn)品差異化營銷策略 .......................... 29 醫(yī)邁斯（中國）大陸市場營銷現(xiàn)狀分析 ................ 30 公司大陸市場營銷 策略歷史演變 ................ 30 口腔醫(yī)療器械大陸市場營銷現(xiàn)狀分析 ............ 32 競爭對手分析 ................................ 34 醫(yī)邁斯（中國）大陸市場營銷存在問題 ............... 36 目標顧客管理不完善 .......................... 36 市場定位不明確 .............................. 37 產(chǎn)品方面單一 ................................ 37 價格方面較高 ................................ 38 渠道方面不健全 .............................. 39 促銷方式不恰當 .............................. 40 第四章 醫(yī)邁斯（中國）顧客行為分析 ....................... 42 7 調(diào)查方案設計 ..................................... 42 調(diào)研方式 .................................... 42 具體調(diào)研過程 ................................ 42 客戶調(diào)研內(nèi)容 ................................ 43 調(diào)查樣本基本特征分析 ............................. 43 受調(diào)查者經(jīng)營性質(zhì)情況 ........................ 43 受調(diào)查者對口腔牙周潔治設備的使用情況 ........ 45 口腔醫(yī)療項目分析 ............................ 47 口腔醫(yī)療消費水平分布 ........................ 48 口腔醫(yī)療器械需求特征分析 ......................... 49 需求因素分析 ................................ 49 市場因素分析 ................................ 51 價格因素分析 ................................ 52 質(zhì)量因素分析 ................................ 53 品牌因素分析 ................................ 53 服務因素分析 ................................ 54 調(diào)查分析結(jié)論 ..................................... 54 第五章 醫(yī)邁斯（中國）公司的 STP 策略實施 ................. 57 口腔醫(yī)療器械市場細分 ............................. 57 目標市場的選擇 ...............