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1、上海交通大学硕士学位论文飞利浦病人监护产品营销战略研究姓名：凌岚岚申请学位级别：硕士专业：工商管理指导教师：王毅捷20090524飞利浦病人监护产品营销战略研究 摘 要 随着中国经济的快速发展和市场化水平的不断深入，同行企业之间的竞争日益激烈，医疗器械行业由于其行业专业性较强，在九十年代，大型跨国企业一直垄断着关键技术并占据着绝大部分的市场份额。进入21 世纪后，随着制造业技术的不断发展，出现了众多国有医疗器械企业，尤其以深圳的医疗器械企业为代表。他们从低端产品开始，占据了坚实中国病人监护仪的低端市场，而且正在稳步向中、高端市场发展，从生产规模、市场销售、售后维修等系列环节上已经具备了相当的实
2、力，而且价格也具有非常大的优势，对跨国企业造成了比较大的威胁。 2008 年，世界经济遭遇了又一次风暴，国际方面：全球金融危机继续扩散和蔓延，世界经济进入全面衰退期，各个企业都受到了很大的影响。在国内，中国经济总体来说还在稳步发展，但由于受到金融危机和自然灾害等一系列因素的影响，经济增速有所放缓，进入周期性回落的运行阶段，同时也进入到一个经济结构调整压力空前加大的阶段。在这种环境下，如何制定适合本企业未来发展的市场营销战略？ 飞利浦公司正面临着这样的问题：作为一家跨国医疗器械企业，飞利浦公司凭借着产品的优良性能和完善的售后服务，一直占据着医疗器械行业的销售额的前三位，然而，随着国有医疗器械企业
3、的出现，公司的业务增长受到了很大影响，甚至一度出现了下降。 于此同时，我国政府对医疗设备的投入以每年 13%的速度增长，尤其是公司之前没有涉足的低端医疗设备市场，这些市场的发展空间更是巨大。如何寻求能兼顾高中低端市场特点的营销策略，在基础医疗市场的盛宴上分享一道大餐是飞利浦公司公司当前需要探讨的问题。 本文希望通过对飞利浦公司营销战略策略的研究，结合差异化营销理论与方法，为其指出问题的所在并提出相应的解决方案，同时也为其他企业开拓市场、回避竞争、提高核心竞争力提供一些参考。 本文运用 PEST 模型、五力模型和内外部因素评价矩阵等工具对企业所处的内外部环境进行分析，找出影响企业发展的因素。用
4、SWOT 矩阵分析了企业所面对的机会、威胁、优势和劣势，明确了未来企业的发展方向。结合企业的愿景和使命提出了差异化战略的思路。运用价值分析，价值曲线对企业未来发展中的各项关键元素进行取舍。最后导入平衡记分卡，规划了企业在财务、客户、内部流程以及学习成长等 4 个方面的绩效指标体系，确保在今后各项经营活动中始终贯穿企业战略规划、实现企业的战略目标。 关键词：差异化营销，价值分析，平衡计分卡 THE MARKETING STRATEGY RESEARCH FOR PHILIPS PATIENT MONITORS PRODUCT LINE ABSTRACT As the repid developm
5、ent and unceasing marketization of Chinese economy, the competition between peer enterprises is getting more and more fierce. In medical device industry, large multinational enterprises have monopolized the key technology and occupied most of the market share in the 1990s because of the high require
6、ment of professional level. After entering into the 21st century, along with the continuously development of the manufacturing technology, a lot of state-owned enterprises appear, especially with the medical equipment enterprises in Shenzhen. They start from low-end products and gradually occupied t
7、he low-end market of patient monitor industry in China, more than this, they are steadily entering in high-end market. They have considerable strength in production scale, marketing, sales and service and the great advantage in price which form a large threat for the multinational enterprises. In 20
8、08, the world economy encountered a great financial storm. In international aspects, the global financial crisis continues to spread, world economy enters into comprehensive recession, which cause a big impact on various enterprises. In domestic aspects, Chinese economy remain steady development in
9、overall view, but slowed sharply and entered into periodic fall back stage, also entered into the economic restructuring stage which will bring big pressure. Under this macroenviroment, how to make the future marketing strategy for the enterprises is very important. Philips Medical System is facing
10、this problem: As a multinational enterprise, the sales revenue of Philips Medical System always occupied the top three among medical equipment industry with her excellent performance and perfect service, but with the advent of state-owned enterprises, the revenue has been badly affected and even onc
11、e dropped. At the same time, Chinese government increase the investment to medical equipemnt by 13% per year, especially in the low-end medical equipment market which has big potential of development. Because of these reasons, we need to plan the sales and marketing strategy which can balance the hi
12、gh-end to low-end market so that we can share meals in the feast of basic medical market. This article hope to take the sales and marketing strategy of Philips as the object of study, combine with the theory and method of differentiaed marketing strategy, point out the issue and propose the solution
13、. This article also hope to provide the reference information of other enterprises to exploit market, avoid competition and enhance the core competitiveness. This article use the PEST model, five strength models and internal and external factor appraisal matrix tools and so on, to analyze the compan
14、ys internal and external environment, identify the critical factors, which influence the companys development. And will use the SWOT matrix to analyze the opportunity, the threat, the strength and the weakness Philips facing at, make clear the companys development direction in the future. The articl
15、e will combine the vision and mission of the company, propose the variation strategy. The article will utlize the value analysis and the value curve to select the critical elements that influence the companys development in the future. Finally the article will induct the balance scorecard, make plan
16、 in four aspects achievement target systems of the company in finance, customer, internal flow and study 6 美 罗伯特.S.卡普兰、戴维.P.诺顿著，王丙飞、温新年、尹宏义译，综合计分卡：一种革命性的评估和管理工具，新华出版社，2002年； 7 Kline & Company, Inc.，Global Opportunities in Fuel Additives 1999 To 2004，2004年； 8 SP/计算机产品与流通编辑部，渠道管理，企业管理出版社，2004年； 9 CMC中国营销中心卢泰宏，跨国公司行销中国，广东旅游出版社，2002年； 10 郁广建，营销经理的管理技巧，中国国际广播出版社，2000年； 11 齐克蒙德等著，胡左浩等译，客户关系管理，中国人民大学出版社，2005年； 12 朱菁华，邹军编，医药企业区域营销经理实战宝典，海洋出版社，2005年； 上海交通大学 MBA学
