DT公司居民健康卡芯片的营销策略研究.doc

DT公司居民健康卡芯片的营销策略研究 北京理工大学工商管理硕士(MBA)学位论文 摘要 居民健康卡是国家卫生信息化“3521 工程”框架提出的基于电子健康档案、电子病 历和三级信息平台,实现医疗卫生服务跨系统、跨机构、跨地域互联互通和信息共享所 必须依赖的个人信息基础载体,是计算机可识别的 CPU 卡。2011年 3月 1日,广东、内 蒙古、河南、辽宁 4 个试点省区发放首批居民健康卡,卫生部部长陈竺表示,全国将加 快推进居民健康卡建设工作,争取“十二五”末居民健康卡持有率达到 80%。 居民健康卡行业的快速发展和普及,形成了一个高速发展的新兴市场,这给集成电路 整个产业链带来了巨大的市场机遇和发展空间。本文从国内知名智能卡芯片设计企业 DT 的市场情况出发,理论联系实际,对其如何制定居民健康卡芯片的市场营销策略做出了 深层次的研究。 本文利用宏观环境分析、波特五力模型分析等相关理论和工具对 DT 公司进行了全面 的分析,并明确了产品定位和市场细分;并根据分析结果提出了一系列的营销策略和实 施方法。关键词:居民健康卡芯片;智能卡;市场营销; II北京理工大学工商管理硕士(MBA)学位论文 Abstract The residents’ health card, a PC recognizable CPU card, which is proposed under the national health informatization 3521 project framework and based on the 3rd-level information platform, E-medical record and E-health records, is a personal information foundational carrier, relied on which, the medical services can be implemented via the cross-system, cross-organization and cross-area interconnection and information sharing. Mar. 1st, 2011, 4 pilot provinces including Guangdong, Inner Mongolia, He Nan and Liaoning issued the first batch of the residents’ health cards. The minister of Public Health Chen Zhu stated “we’re gonna speed up the issuing pace, our goal is to reach the holding race of 80% by the end of 2015” High speed growing and popularity of the residents’ health card form a fast growing market, which brought a huge market opportunity and growing space for the entire IC industryThis paper, based on the market state of a domestic well known IC company, researched the marketing strategy of the residents’ health card. The paper used the macroscopy environmental analysis, Porters Five Forces Model analysis other tools to analyze the DT company and make clear the products define and market partitioning. A serial of marketing strategy and implementation method have been showed up in the end of paperKey word:Health card chip;Intelligent card;Marketing III北京理工大学工商管理硕士(MBA)学位论文 目 录 研究成果声明.I 关于学位论文使用权的说明.I 摘要..II Abstr