摘 要 近年来我国医疗器械细分市场之一的IVD（in vitro diagnostic products 体外诊断产品）行业前景被普遍看好，不断有国内外生产商涌入该市场，其中国外IVD产品的市场占有率达70%，主要以多级代理的形式进行销售，由于该产品市场竞争激烈，导致代理商之间的竞争也逐步加剧，利润空间逐步减少，代理商迫切需要解决扩大销量、提高市场占有率的问题。宏济公司作为IVD的代理商，其产品销售也遇到了很大的压力，亟待创新营销策略，提升产品市场占有率。为此本文在对国内外相关研究现状进行综述的基础上，综合运用PEST分析法、波特五力模型及营销理论和方法对该公司医疗器械产品营销策略进行了研究，主要的研究工作和结论如下： 首先，阐述了4P、4C、4V、4R等现有营销理论，为后续研究奠定了理论基础。第二，采用调查分析法，对宏济公司医疗器械营销现状和问题进行了分析，得出了宏济公司在人员、产品、价格、市场细分、营销渠道等方面存在的主要问题。第三，运用PEST分析法和波特五力模型对宏济公司医疗器械产品营销的宏观环境和竞争环境进行了分析，明确了宏济公司在IVD行业的优势、劣势。最后，运用营销理论和方法，结合宏济公司的实际提出了适合该公司的营销策略建议，主要包括在人员策略上，强调激励和培训销售人员；在产品策略上，注重完善产品结构和优化产品生命周期；在价格策略上，突出差别定价和竞争导向定价；在市场细分策略上，要收集和分析细分市场信息，科学选择和调整细分市场；在渠道策略上，要重视直接渠道、强化扁平渠道以及确立独家渠道。 本文研究成果对宏济公司扩大医疗器械产品的市场销量，提升营销能力具有较重要的指导价值，对同类企业也具有一定的借鉴意义。

ABSTRACT In recent years, China's medical device market segment IVD (in vitro diagnostic products in vitro diagnostic products) industry prospects are generally optimistic, there have been domestic and foreign manufacturers influx of the market, which foreign IVD products market share of 70% Mainly in the form of multi-level agent sales, due to the fierce competition in the product market, leading to competition between agents gradually increased, profit margins gradually reduced, agents urgently need to solve the problem of expanding sales and increasing market share. Hongji company as IVD agents, its product sales have also encountered a lot of pressure, urgent innovation marketing strategy to enhance product market share. In this paper, based on the review of the relevant research status at home and abroad, this paper studies the marketing strategy of the medical device product by using PEST analysis method, Porter five force model and marketing theory and method. The main research work and conclusion as follows: Firstly, the existing marketing theories such as 4P, 4C, 4V and 4R are expounded, which lays a theoretical foundation for the follow-up study. Secondly, the status quo and problems of medical device marketing in Hongji company are analyzed by using the method of survey and analysis, and the main problems of Company A in personnel, product, price, market segmentation and marketing channel are obtained. Thirdly, the macro environment and competitive environment of Hongji company's medical device product marketing are analyzed by using PEST analysis and Porter's five-force model, which clarifies the advantages and disadvantages of Hongji company in the IVD industry. Finally, the use of marketing theory and methods, combined with Hongji company actually put forward the actual marketing strategy for the company's recommendations, mainly in the personnel strategy, emphasizing the incentive and training sales staff; in product strategy, focus on improving product structure and optimize product life In the market strategy, to collect and analyze the market segment information, scientific choice and adjust the market segments; in the channel strategy, we should attach importance to the direct channel, strengthen the market, and focus on the pricing strategy, highlight the difference pricing and competition-oriented pricing; Flat channels and the establishment of exclusive channels. The research results of this paper have a certain guiding value for the expansion of the market sales of the medical device products and the promotion of marketing ability. It also has some reference significance for similar enterprises.