我国中小型医疗器械进口企业市场对策分析  

Analysis of Market Strategy for Medical Device Import of Small and Medium-sized Enterprises in China

作　　者：滕立宝 王春颖[2] TENG Libao;WANG Chunying(Columbia University,USA NewYork 10025;Department of Quality Control,Zhuozhou Hospital,Hebei Zhuozhou 072750,China)

机构地区：[1]哥伦比亚大学,美国纽约10025 [2]涿州市医院质控处,河北涿州072750

出　　处：《中国医药导刊》2021年第10期772-776,共5页Chinese Journal of Medicinal Guide

基　　金：保定市科技计划项目(项目编号:2141ZF169,项目名称:基于临床路径的按病种分值付费改革效果评价)。

摘　　要：医疗器械行业属于多学科交叉、知识密集、资金密集型的高科技技术产业,我国医疗器械产业发展受诸多制约因素影响,普遍存在企业规模偏小、技术水平亟待提升、国际竞争层次较低等问题。医疗器械进口贸易市场竞争激烈,医疗器械进口企业面临挑战。研究和创新医疗器械进口贸易市场发展,对于提升我国医疗器械技术水平以及加强进口服务贸易的核心竞争力尤为关键。鉴于此,本研究概述我国医疗器械进出口贸易市场现状,梳理某中小型医疗器械进口企业关于进口医疗器械价格、渠道等市场策略中当前存在的一些现实问题,提出建议:通过“改变自身渠道定位”“建立财务风险控制机制”“建立电子商务平台”“提供物流服务”等优化企业进口医疗器械渠道的策略,通过“不同产品不同定价策略”“产品组合定价”等优化企业进口医疗器械价格的策略,并分别从技术、政策、业务等角度对优化方案施以保障措施,以期为我国中小型医疗器械进口企业市场发展提供借鉴和参考。The medical device industry is a multi-disciplinary,knowledge-intensive,capital-intensive high-tech industry.The development of medical device industry in China is affected by many restrictive factors,and the common problems include small enterprise scale,urgent need to improve technical level,and low level of international competition.The medical device import trade market is highly competitive,and imported medical device import enterprises are facing challenges.Researching and innovating the development of the medical device import trade market is particularly critical for improving the level of medical device technology and strengthening the core competitiveness of import trade in China.Therefore,This study summarizes the status quo of medical device import and export trade market in China,and sorts out some current practical problems in the market strategy of a small and medium-sized medical device import company regarding the price and marketing channels of imported medical devices.The article suggests to optimize the channel market strategies of enterprises importing medical devices,such as"change its channel positioning""establish a financial risk control mechanism""establish an e-commerce platform""provide logistics services",etc.,and optimize the price strategies of enterprises importing medical devices,such as"different pricing strategies for different products""product combination pricing"and other optimization strategies.In addition,the supporting measures for the optimization plan is suggested from the perspectives of technology,policy,and business,in order to provide reference for the market development of small and medium-sized medical device import enterprises in China.

关 键 词：进口医疗器械 中小型企业 价格策略 渠道策略 市场对策 

分 类 号：R95[医药卫生—药学] F721.8[经济管理—产业经济]