看医疗器械三巨头如何打响新时代营销战

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                    <p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">科特勒把营销分为三个时代，第一个时代是以产品为中心的时代同时基本上也是卖方市场的时代。从上世纪70年代开始，全球逐渐进入买方市场时代：产品日益丰富，为争夺顾客，企业之间开始了盲目的竞争。营销者认识到，要更有效地创造需求，必须改变以产品为中心的方式，转变为以顾客为中心。也就是营销2.0时代。但随着互联网的深入，品牌意识，情感营销的深入，过去的营销方式在新时代已经不再适用。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);"><img class="" data-height="290" data-ratio="0.5272727272727272" src="http://mmbiz.qpic.cn/mmbiz_jpg/A1DicCH9Vl6OAKXVXXzUZw9VCib8t4V7XeOpnuZ6nbEzxNVFyN5NKM1QCj5ibhh5r2Id0BM511ibfY73Y4IwyBJNxA/0?wx_fmt=jpeg" data-type="jpeg" data-w="550" data-width="550" height="auto" style="border: 0px; vertical-align: bottom; margin-top: 0.06rem; margin-bottom: 0.06rem; word-wrap: break-word !important; box-sizing: border-box !important;" width="550"  /></p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">在这个时代，企业品牌意识开始觉醒，创新观念更加突出，决策者的关注点也从“价格”转移到“价值”等等，这一系列的变化都在告诉医疗器械企业一个问题：在营销新时代一味的给受众灌输产品信息已经过时了。那么如何能在新营销时代打赢这场战争？我们一起来看看国产医疗器械三巨头是如何做的。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">1.品牌意识的觉醒</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">在过去，国产医疗器械以OEM为主，主要生产低附加值、资金投入度低的产品品类，企业毫无品牌意识，随着营销时代的更替，企业的品牌意识开始觉醒并意识到树立品牌，打造品牌形象，做高附加值产品，做长期投入规划已经是必然之选。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">国产器械三巨头“优米”在品牌意识觉醒后先后在品牌方面做了改变，走在了国际化发展道路的前端。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">迈瑞，于2010年启动品牌形象升级的工程。将品牌主张从提供最优性能价格比”转变成“生命科技如此亲近”虽然价值观不变，但是讲故事的方法更感性，更让人觉得亲近；以国内市场为主的鱼跃，在踏上国际化发展的快车道后，英文名称由“YUYUE”改为“yuwell”的拼法和读法都让老外倍觉轻松，品牌形象也得到提升。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">2.产品创新是根本</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">由于我国工业技术起步比较晚加之在医疗器械方面人才储备不足，国内产品主要以仿制为主。在不具备创新能力的大环境下，国产企业创新的办法，无非是通过欧美本地化人才进行创新，或者通过收购当地企业进行创新，又或者是做顺应趋势的融合创新。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">比如迈瑞N系列监护仪、Resona7彩超，都是通过收购进行创新的成果；而联影的大影像设备，通过全球化的人才布局进行创新；鱼跃的创新基本上以优化性价比和外观设计，做满足消费者需求的细节微创新为主。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">3.价格不再是问题</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">营销新时代的重要特征是价格的内涵得到提升，价格不再是客户关注的重点，如何体现产品更高的价值才是吸引客户的关键。某些国产产品的价格甚至比进口品牌的还要高，要让客户接受就必须提供更高的价值。面对目前国内各项成本快速上升的局面，光靠打价格战赢得市场的做法日益没有前途。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">4.渠道多元化</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">随着互联网时代的发展，营销的渠道也越来越多元化，除传统的经销商合作、OEM代工模式及直销模式外，线上的电商平台也引导了一部分消费者；而业内巨头之间的合作，如联影和迈瑞的合作；跨界合作，如鱼跃和辉瑞，麦科田和阿斯利康的合作等，都为其他企业提供了发展思路。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">5.推广手段更丰富多样</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">在营销新时代，传统的推广模式正逐渐被新兴媒体和平台所蚕食或取代。通过新媒体发布消息，通过产品或企业获奖来传递<a class="word-mark" data-hotword="正能量" style="color: rgb(18, 183, 245); max-width: 100%; border-bottom-width: 1px; border-bottom-style: dotted; border-bottom-color: rgb(18, 183, 245); word-wrap: break-word !important; box-sizing: border-box !important;">正能量</a>，被越来越多的企业所应用。</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">6.政府关系和专家关系的利用</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">企业要生存，政府的支持必不可少。而迈瑞在国际化进程中，邀请众多海外政府官员、行业专家到访深圳总部的做法也给其带来很好的收益。但是政府关系和专家关系的建设既有收益也存在风险，一般中小企业还是要谨慎行事为佳、</p><p style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; word-wrap: normal; font-family: &#39;Microsoft YaHei&#39;, &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; min-height: 0.1rem; font-size: 16px; line-height: 1.9; color: rgb(62, 62, 62); box-sizing: border-box !important; background-color: rgb(255, 255, 255);">进入营销新时代，让营销变得越来越像是“烧钱”的竞赛，营销开支节节攀升，让中小企业举步维艰。新的营销时代将是国产医疗器械营销的分水岭：强者恒强，弱者恒弱。同时中国医疗器械行业也将重新洗牌和深度整合，未来企业想要发展品牌之路是必然。</p><hr style="line-height: 25.6px; white-space: normal;"  /><p style="line-height: 25.6px;"><br  /></p><hr  /><section class="pEditor " style="line-height: 25.6px; white-space: normal;"><section data-css="background-color: rgb(239, 239, 239);border-radius: 5px;border: 1px solid rgb(153, 153, 152);margin: 0px;padding: 5px" style="padding: 5px; border-radius: 5px; border: 1px solid rgb(131, 147, 209); text-align: center; background-color: rgb(239, 239, 239);"><section data-css="color: inherit;display: inline-block;margin: 1px" style="margin: 1px; color: inherit; display: inline-block;"><span style="padding: 2px 10px; border-color: rgb(204, 204, 204); border-radius: 2px; color: rgb(1, 1, 3); font-weight: bold; font-size: 18px; background-color: rgb(109, 205, 25);">推荐阅读</span></section><section data-css="color: inherit;margin: 0px;padding: 10px" style="padding: 10px; 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