我国医疗器械出口企业营销战略与出口绩效关系研究

Research on the Relationship between Marketing Strategy and Export Performance of China's Medical Equipment Export Enterprises

2017—2020年,我国医用机械企业和器械数量逐渐上升。截至2020年10月底,器械企业共有24177家,比2019年增长34.42%左右,规模数量已达691191家。受外部因素影响,我国高端医用器械仍然以进口为主,也因为高端医用器械具有技术性高、价值含量大的特点,使其成为企业的关键领域。我国企业存在品牌认识度低、销售渠道少、依赖大客户等难题。本文利用VAR模型,就目前我国医疗企业面临的问题,分析问题背后的影响因素,最终提出解决营销企业出口的方案,仅供参考。

In recent years,from 2017 to 2020,the number of medical machinery enterprises and equipment in China has gradually increased.By the end of October 2020,there were 24,177 equipment enterprises,an increase of about 34.42%over 2019,and the number of equipment enterprises had reached 691,191.Affected by external factors,China's high-end medical equipment is still mainly imported,and because high-end medical equipment has the characteristics of high technology and high value content,it has become the key field of enterprises.There are some problems in Chinese enterprises,such as low brand recognition,few sales channels,relying on important customers and so on.Based on the VAR model,this paper analyzes the influencing factors behind the problems faced by Chinese medical enterprises,and fi nally puts forward a plan to solve the export of marketing enterprises.