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1、F系列冠脉支架的价值营销策略探究展开更多 摘要医疗高值耗材因产品价格昂贵，对于操作者的专业要求度极高，产品的有效性和安全性直接关乎患者生命安全，备受社会各界重视。心脏冠脉支架在高值耗材中长期占比最大，单品价格较贵，使用患者人数众多，是高值耗材的典型代表产品。近年来，多方面的原因促使本土制造的 F 系列冠脉支架必须探寻新的营销方式。医保政策层面上，持续了 10 年的新医改逐年深入医疗各领域，对于高值耗材的采购与入院监管力度持续加强，医保控费政策陆续出台；患者层面上，对产品的认可不仅源于产品本身的特性和优势，同时也受到该企业的公众形象和品牌形象的影响。在企业层面上，国产支架制造工艺日新月异，但在营
2、销能力上始终与国际厂商有较大的差距，品牌认可度逊色于进口产品。W 公司作为国产医疗器械三大厂商之一，已具备较好的市场营销能力，如何保持继续的增长态势、增加竞争优势、提升顾客满意度成为了下一阶段营销的重点，现行的 F 系列支架价值营销策略急待更新与完善。研究 F 系列冠脉支架的价值营销策略，对于国产高值耗材的营销方式优化和转变有着指导意义。本研究以顾客价值理论为切入点，梳理了顾客价值概念以及运用顾客让渡价值模型为分析框架，进行了冠脉支架顾客让渡价值的研究。另外对医疗器械宏观营销环境以及波特五力模型对冠脉支架微观营销环境进行分析，提出目前 F 系列冠脉支架的价值营销问题，通过价值链分析，规划相应的
3、解决方案，优化 F 系列支架的价值营销策略。本研究从实际出发，希望可以探索出更实用的、可执行性强的价值营销策略，从而使企业能够可持续发展，为国家科技创新做贡献；另一方面，推动企业积极创新，真正使患者与相关群体获益，助力改善中国医疗环境，提高患者生存质量。关键词：冠脉支架；F 系列冠脉支架；价值营销；顾客让渡价值模型；价值链。AbstractDue to the high price, strict requirements on expertise and direct association between the efficacy and safety and patients&rsquo
4、; life safety, high-value medical consumables are drawing more and more attention. For a long period, cardiac coronary stents remain as the largest proportion of high-value consumables with its high unit price and large patient volume base. Consequently, cardiac coronary stents are typical represent
5、ative products for high-value medical consumables.In recent years, local manufacturer of F-series coronary stents to explore new market strategies due to multiple reasons:Medical insurance policies: the new healthcare reform has penetrated into every healthcare field over the past 10 years. The gove
6、rnment continuously strengthens the procurement and admission supervision of high-value medical consumables, and initiates insurance cost-controlling policies one after another.Patients: the perception and acknowledgment of the products is not only related with the characteristics and advantages of
7、the product itself, but also partially influenced by the public image and brand image of the corresponding manufacturer.Manufacturer: the manufacturing technology of local stent brands has been developing in a fast pace, while their marketing ability still falls behind the international manufacturer
8、s, which results in weaker brand recognition.As one of the three major players of domestic medical devices companies, W Corporate has possessed strong marketing abilities. How to maintain the growth rate,strengthen brand competitiveness, and improve customers’ satisfaction will be the next goa
9、l of marketing strategies. The value marketing strategies for F-series stents need to be updated and perfected.The research of the value marketing strategy of F-series coronary stents is of guiding significance for the optimization and transformation of the marketing model of domestic high-value med
10、ical consumables. Starting from customer value model, the study sorted out the concept of customer value and used the customer delivered value model as an analytical framework to analyze the customer delivered value of coronary stents. In addition, this study analyze the macro-marketing environment
11、of medical devices and Porters’ five forces model to the micro-marketing environment of coronary stents. Based on the research of value chain and customer delivered value model, this study proposes the problems and corresponding solutions of current F-series stent value marketing strategies an
12、d value marketing optimization strategies.This research is based on real business environment and hopes to explore more practical and executable value marketing strategies, to enable enterprises to achieve sustainable development and contribute to national scientific and technological innovation.On
13、the other hand, enterprises should be encouraged for innovation, to truly benefit patients and related stakeholders, help improve China s medical environment and improve the quality of life of patients.Keywords：Coronary Stents; F-series Coronary Stents; Value Marketing; Customer Delivered value; Val
14、ue Chain。第 1 章 绪论第一章为绪论，将从论文的选题背景，其目的和意义等方面着重阐述该研究课题的指导意义。选取并且参考了相关的国内外研究，进行归纳与文献综述。同时明确研究方法，对整个研究的主体框架以及思想路线、创新点进行了概述。1.1 选题的背景、目的和意义。1.1.1 选题背景。中国作为全球人口最多的国家，伴随经济发展，国民平均寿命不断提升，与发达国家呈现出相似的老龄化程度日益加深的局面，医疗成本增加为国家医保资金带来了沉重的负担，国家倡导的医疗理念正向合理提供社会保障医疗转变；高昂的医疗费用还导致了更激烈的医患矛盾，看病难、看病贵等问题成为政府医疗管控难题。为了缓解医疗矛盾，国家
15、 11 个有关部委联合建立医改小组，正式启动新医改。新医改政策中有涉及到医疗器械采购与入院的两票制、涉及到医疗机构的分级诊疗、按病种收费等新政策。这些政策给医保控费带来了明显效果，促使医疗器械特别是高值耗材的营销策略转变。医疗器械是特殊的商品，关系着患者群体的生命安全与生存质量；医疗器械的定价采购也与普通商品不同，与政府有关部门紧密联系，关系着医保基金的费用负担，因此医疗器械厂商面临的顾客群体多种多样、包括了患者、医生和经销商，医疗器械产品的营销策略也多种多样。基于价值营销角度而言，医疗器械的营销需要考虑到更多的相关群体的价值需求，医疗器械营销策略需要更好的配合政策环境，支持政府推进医疗改革，
16、以最少的医疗成本使患者人群获得最合适的医疗效果，增加社会收益，减少社会矛盾。高值耗材近年来成为了医保管控的重点。所谓的医疗高值耗材，是指植入人体后对病患生命安全至关重要、生产过程严格管控、必须由专业医务工作者操作使用，价格昂贵的一次性使用医疗耗材。冠脉介入手术量持续增长与中国老龄化程度加深、区县级医院冠脉介入技术普及、冠心病诊疗水平提升以及患者对于微创心脏介入手术的接受程度提高等因素有着紧密的联系，预计 2025 年中国的支架销售数量将达到3426.4（千个），总销售额为 1891.37（百万美元）。冠脉支架在中国高值耗材领域占领的市场巨大，并且初步完成了国产替代进口，成熟的市场意味着具有独特优势和特性的
