XX医疗器械公司体验营销策略研究.doc

摘要：随着人口老龄化的加剧，人们对日常保健的需求不断增加，家用医疗器械应运而生。但是我国大多数人认为家用医疗器械用处不大，对医疗器械行业一直存在偏见。本研究就是为了加深人们对医疗器械的了解，让人们在潜移默化中接受和认可这样一种生活方式。

    论文主要分为四部分：体验营销理论概述；目前我国家用医疗器械的发展现状及展望；南京健家医疗器械公司市场现状分析；南京健家医疗器械公司体验营销策略。

    本研究从体验营销理论中提炼出了医疗器械体验营销的概念；通过分析目前我国家用医疗器械的发展现状及展望得出本论文要解决的问题；在医疗器械体验营销理论的指引下，将要解决的问题与南京健家医疗器械公司的市场现状相结合提出了解决方法——体验营销；在南京健家医疗器械公司体验营销策略中将体验营销的策略准备与健家医疗的实际产品相结合，提出了体验营销的三个策略：感官体验营销策略、情感体验营销策略和教育体验营销策略。

关键词 健家医疗器械；体验营销；营销策略

Abstract：With the increasing aging of the population, the increasing demand for day-to-day care, home medical equipment came into being. However, the majority of our people believe that little use of home medical equipment, medical equipment industry has been biased. This study is to deepen people's understanding of the medical devices, so that people in the nurture acceptance and recognition of such a way of life.

    The thesis is divided into four parts: an overview of the experience marketing theory; of home medical equipment, Development and Prospects; the Nanjing health medical device company Market Analysis; the Nanjing health medical device company experience marketing strategy.

    In this study, extracted from the theory of experiential marketing experiential marketing concept of medical equipment; obtained through the analysis of the current development status of China's home medical equipment and Prospects problem to be solved in this paper; under the guidance of medical device experience of marketing theory, to be addressed problems and Nanjing Kin medical equipment market situation combined solution - experiential marketing; experience in Nanjing health medical device company marketing strategy will be experiential marketing strategy preparation combined with the actual health home medical products, experiential marketing strategy: sensory experience marketing strategy, emotional experience of marketing strategies and educational experience marketing strategy.

Keywords  Home health medical equipment  Experience marketing  Marketing strategy