进入21世纪以来,随着我国人民生活水平的提高,国民收入不断增长,人们消费水平也

进入了一个新的阶段。在人类追求高品质生活的同时,医疗服务也成为了人们生活不可或缺

甚至重中之重的一个部分。有关统计数据显示,至2020年中国超过65岁的人口比例将增加

到13.6%,2050年将达到23. 7%。随着城市化步伐的深入,人口老龄化的发展以及老百姓对

于自身健康意识的关注,对医疗条件要求的提高,我们更需要高效先进的医疗服务和保障体

系。新医疗改革正步入快速车道,对疾病诊治的医疗器械的需求量也同时上行增长,医疗器

械产业也进入了快跑阶段。科技与经济的高速发展,越来越多的新理论,新研宄,新创造推

动着社会生产力和社会的快速发展。未来中国医疗器械欧亿·体育（中国）有限公司的发展空间十分巨大。根据中国

医疗器械网报道,未来5年内,中国将超过日本,成为全球第二大医疗设备市场。随着人们

对医疗设施要求的提高,从三级甲等医院到社区乡镇医疗服务所,各家医院都纷纷采购更新

医疗设备。影像设备作为医疗领域的领先科技更是快速发展,不断更新。

本文在日新月异的医疗改革宏观经济背景下,以及医院纷纷更新医疗设备,并逐步实现

全院医疗数字化的大趋势下,通过对医疗市场的调研和分析,引出NM公司的数字X线摄像

产品面对中国市场的机遇和挑战,根据企业自身的特点和资源以及其数字X线摄像产品在市

场上的优势和劣势,对医院的需求深入调研,对数字X线摄像欧亿·体育（中国）有限公司竞争进行比较,找准其特

定目标市场的立足点,进行产品差异化竞争战略分析,进而对其营销战略的优化方案提出建

议,找出对策。最后对差异化营销战略进行总结和验证。

关键词:数字X射线摄像;市场细分;市场定位;差异化战略

第II页
华东理工大学硕士学位论文

NM Company Digital Radiography Differentiation Strategy

Abstract

With the improvement of people's living standard in our country and the increase of the

national income since the 21st century. The consumption level has developed to a new stage. When

the human pursuit of high quality life, the medical service will become the most important part of

the life. Relevant statistics show that till 2020 the population of China over 65 years old will

increase to 13.6%,will reach 23.7% in 2050. With the deepening of the urbanization pace, the

increase of the old people and the concern about own health condition, the requirements on the

medical treatment are increased and we need more efficient and advanced medical service and

insurance system. New medical reform is in the accelerate channel, the requirements on

diagnostics and treatment devices are increased as well, at the same time the industrial of medical

devices is in the fast development stage. With the fast growth of the technology and economy,

more and more theories, new research, innovation promoters the rapid development of social

productivity and social. The future of China's medical equipment industry development space is

very large. According to a report in the China medical equipment network over the next five years,

China will surpass Japan,become the world's second largest medical device market. With the

improvement of people claim to medical facilities, from the level of first-class hospital to

community health services of villages and towns,hospitals have update medical equipment

purchasing. As the leading science and technology, the medical imaging equipment developed

faster and updating constantly.

Based on the changing of the medical reform under the background of macroeconomic, and

hospital have updated medical equipment, and gradually achieve the floor under the trend of

medical digital, based on the existing traditional and digital X-ray machine equipment market

research and analysis, which leads to the NM of the company's digital X-ray imaging products in

front of the opportunities and challenges that the Chinese market, according to the characteristics of

the enterprise itself and resources and its digital X-ray imaging products in the market, the

advantages and disadvantages, the deep research in consumer demand, brand of digital X-ray

imaging industry competition comparison, find the footing of their specific target market,product

differentiation competition strategy analysis, and then find out the countermeasures to the

marketing strategy of optimization schemes. Finally,the marketing strategy was summarized and

validated.