MBA教育中心知识库

摘  要

随着当今科技的不断进步和人民生活水平的不断提高，以及人们对健康的日益重视，传统的医疗手段已经难以满足人们的需求，随之而来的是，医疗器械市场被迅速地打开并挖掘。当前，医疗器械行业正处于快速发展阶段，如各种新技术、新材料的不断涌现，提升了市场的竞争力度。同时，随着医改政策的频频出台，降低了医保费用，但是也相对地挤压了企业利润空间，提高了企业的生存压力，进而加剧了市场的竞争形势。在这样的背景下，凯博公司只有对现有产品的营销策略进行优化改进，制定出符合企业实际且与市场环境相适应的营销策略从而才能帮助凯博公司补足销售短板，有效提高公司市场占有率，更好地应对市场的冲击和竞争。

本文以凯博公司动脉止血材料为研究对象，结合国内外相关文献以及营销管理的相关论述，首先通过对凯博公司及其产品情况进行介绍，再结合7p理论对凯博公司动脉止血材料营销策略现状进行阐述，利用问卷调查等方式找出现有营销策略存在的问题，并通过分析找出问题产生的原因。其次采用PEST分析法对凯博公司动脉止血材料产品营销的外部宏观环境进行分析，同时采用波特五力模型对其所处行业的竞争力进行分析。最后通过STP和7p理论相结合提出相应的营销策略优化方案，并从组织、制度、财务和文化四个方面为营销策略的优化提供实施保障。

本文希望在当下较为严峻的医疗器械市场环境下，能够为凯博公司有效提高其产品营销能力提供指导意义，帮助凯博公司摆脱目前营销困境，促进其良好发展。同时，为同类型企业的营销策略优化提供可供参考的意见建议。

关键词：凯博公司  营销策略  7P  医疗器械

Abstract

With the continuous progress of today's technology and the continuous improvement of people's living standards, people are paying increasingly more attention to their health. Traditional medical methods have become difficult to meet people's needs. As a result, the medical device market has rapidly opened up and been explored. As a result, the market of medical equipment has been rapidly opened and explored. Currently, the medical device industry is experiencing rapid development. For instance, the continuous emergence of novel technologies and materials has bolstered market competitiveness. Simultaneously, frequent implementation of medical reform policies has reduced medical insurance costs; However, it has also squeezed enterprise profit margins, increased survival pressures for companies, and intensified market competition. In this context, only by optimizing and enhancing existing product marketing strategies while formulating approaches that align with the company's actual situation and adapt to the market environment can Kaibo company compensate for sales deficiencies effectively. This will lead to improved market share and better management of market impact and competition.

This paper takes Kaibo Company's arterial hemostatic materials as the research object, combined with relevant literature at home and abroad and relevant discussions on marketing management. Firstly, through the introduction of Kaibo Company and its products, and then combined with the 7p theory to explain the current situation of the marketing strategy of arterial hemostatic materials of Kaibo Company, using questionnaire survey and other ways to find out the problems existing in the marketing strategy, and find out the causes of the problems through analysis. Secondly, the PEST analysis method is used to analyze the external macro environment of the marketing of arterial hemostatic materials of Kaibo Company, and the Porter's five forces model is used to analyze the competitiveness of the industry in which it is located. Finally, the corresponding optimization plan of marketing strategy is put forward through the combination of STP and 7p theory, and the implementation guarantee is provided for the optimization of marketing strategy from the four aspects of organization, system, finance and culture.

This paper hopes to provide guidance for Kaibo company to effectively improve its product marketing capabilities in the current severe medical device market environment, and help Kaibo company overcome the current marketing difficulties and develop well. At the same time, it also provides reference opinions and suggestions for the marketing strategy optimization of similar enterprises.

Keywords: Kaibo company; Marketing planning; 7P; Medical devices