【医械分析】DR市场主要竞争对手优劣势比较——GE

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                    <p style="font-family: ????, Arial, Helvetica, sans-serif; font-size: 14px; line-height: 24px; white-space: normal; background-color: rgb(245, 248, 253);"><strong><strong style="white-space: normal;"><span style="font-size: 36px; color: rgb(32, 88, 103);"><img src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6PsJ2RPQVaCYdl56sK9O5pyBdLrmbPbqCJkrgQaAeCuf1B1ccKCQlnp4aaBibeYiag47vcOwUFrU5fw/0" data-ratio="0.20725388601036268" data-w="386"  /></span></strong><img src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6PsJ2RPQVaCYdl56sK9O5py6cv0zVXb8OUPicgvJ2DcNbVQGwic0gPOjLic4qu2bBKYVGOBMSnmwibdXA/0" data-ratio="0.75" data-w="300"  /></strong></p><p style="font-family: ????, Arial, Helvetica, sans-serif; font-size: 14px; line-height: 24px; white-space: normal; background-color: rgb(245, 248, 253);"><strong>1.GE医疗 DR业务优势</strong><br  /><br  />GE对中国DR业务的重视程度非常高。2011年8月，GE医疗将全球DXR产品（DR隶属于DXR业务）总部移至中国成都，针对中国市场研发本土化产品，促进GE新产品和新技术在中国本土的开发和应用。GE在成都的DXR总部也是GE在中国的首个全球创新中心。<br  /><br  />GE在销售上引入金融租赁服务，带动DR产品的销售，同时“打包销售”也是非常重要的销售策略。<br  /><br  />生产成本较低。GE是跨国公司中本土化制造能力最强的影像医疗设备公司，其早在1993年开始在中国建立GE航卫、GE华伦和GE无锡等工厂，开始在中国建立供应链体系，产品生产成本远远低于同行。GE的DR业务核心零部件除平板探测器是自行生产，其他零部件都是全球采购，成本优势明显。<br  /><br  />DR的核心零部件平板探测器技术领先，其采用全球唯一的一块平板构成，而其竞争对手都是两块板拼装而成。一块整板，提升了GE的DR图像质量。<br  /><br  />GE在市场运营方面的能力是影像医疗品牌商中最有效率的，其产品的研发、市场推广能力都非常出色。<br  /><br  />GE在2007年开始关注基础医疗市场，2008年确立了“GO RURAL”（到农村去）的基础医疗市场拓展战略，2010年该战略变更为“GO BULE”（蓝海战略），GO BULE的战略虽然没有让GE在农村市场取得成功，却让GE意外的确立了其在民营医院市场的核心领导地位。目前，GE的DR在民营医院的市场占有率超过50%。<br  /><br  /><strong>2.GE医疗 DR业务劣势</strong></p><p style="font-family: ????, Arial, Helvetica, sans-serif; font-size: 14px; line-height: 24px; white-space: normal; background-color: rgb(245, 248, 253);"><br  />GE DR产品的质量在同类品牌中并不是最好的，DR的核心零部件—平板探测器是行业内品质出色的平板之一，这也是GE能够确立其在平板领域一线品牌的主因。但是，GE通过全球供应链体系来采购零部件，各零部件之间的匹配不可能做到最完美，因此，从DR的整体品质上讲并非是行业内最好的。<br  /><br  />销售渠道矛盾较大。2008年，GE推出“阳光分销”政策，GE发展新的代理渠道来销售DR-F产品，造成新老供应商之间出现矛盾，互相拆台。GE在废弃“阳光分销”政策后，虽然着力加强渠道整合，效果并不明显，这就造成其DR业务在2011年被西门子、C公司超越。<br  /><br  /><strong>3.GE医疗 DR业务简介</strong></p><p style="font-family: ????, Arial, Helvetica, sans-serif; font-size: 14px; line-height: 24px; white-space: normal; background-color: rgb(245, 248, 253);"><br  /></p><p style="font-family: ????, Arial, Helvetica, sans-serif; font-size: 14px; line-height: 24px; white-space: normal; background-color: rgb(245, 248, 253);">GE医疗集团是全球最大的影像医疗设备供应商、提供CT、MRI、DSA、DXR、超声、监护等全系列的影像医疗设备。2011年，GE医疗集团在中国实现销售额81.2亿元人民币。<br  /><br  />GE是全球较早研发出DR的医疗设备供应商之一，目前GE在中国市场销售四款DR产品，分别是DXR-650、Definium 6000、DR-F和Brivo XR515/575，2012年其销售量仅次于飞利浦、西门子和锐珂公司，位列市场第四。<br  /><br  />早在2006年，GE就将其Definium 6000“新飞天” DR产品引入中国市场生产，是跨国公司中最早将DR产品引入中国生产的品牌商。<br  />2008年，GE推出在中国研发、生产的DR-F（俗称玲珑DR），在营销策略上，其独创性的提出DR-F全国统一终端零售价165万，颠覆了医疗行业的定价模式。阳光分销的策略是在挑战中国医疗行业的潜规则，最终宣告失败。<br  /><br  />2010年以前，GE的DR业务在中国市场仅次于Philips，GE在DR业务方面的投入巨大，希望通过DR业务发展来建立其在基础医疗市场的领导地位。但由于“阳光分销”策略的失误，GE逐渐失去了其在DR领域的市场地位。</p><p style=""><span style="max-width: 100%; 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padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important; visibility: visible !important; width: auto !important;"  /><span style="max-width: 100%; margin: 0px; padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important;">联系我哟</span></span></legend><blockquote style="padding: 0px; border: 0px; max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><p style="margin-top: 0px; margin-bottom: 0px; max-width: 100%; word-wrap: normal; min-height: 1em; white-space: pre-wrap; padding: 0px; border: 0px; box-sizing: border-box !important;"><span style="max-width: 100%; margin: 0px; padding: 0px; border: 0px; color: rgb(255, 192, 0); font-size: 14px; word-wrap: break-word !important; box-sizing: border-box !important;"></span><span style="max-width: 100%; color: rgb(255, 192, 0); margin: 0px; padding: 0px; border: 0px; font-size: 14px; word-wrap: break-word !important; box-sizing: border-box !important;">? </span><span style="max-width: 100%; color: rgb(127, 127, 127); margin: 0px; padding: 0px; border: 0px; line-height: 28px; word-wrap: break-word !important; box-sizing: border-box !important;">定期推送</span><span style="max-width: 100%; color: rgb(255, 192, 0); margin: 0px; padding: 0px; border: 0px; line-height: 28px; word-wrap: break-word !important; box-sizing: border-box !important;">医械资讯</span><span style="max-width: 100%; margin: 0px; padding: 0px; border: 0px; line-height: 28px; word-wrap: break-word !important; box-sizing: border-box !important;"><span style="max-width: 100%; margin: 0px; padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important;"><span style="max-width: 100%; color: rgb(127, 127, 127); word-wrap: break-word !important; box-sizing: border-box !important;">，</span><span style="max-width: 100%; color: rgb(0, 176, 80); word-wrap: break-word !important; box-sizing: border-box !important;">厂家推介</span><span style="max-width: 100%; color: rgb(127, 127, 127); margin: 0px; padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important;">，</span><span style="max-width: 100%; margin: 0px; padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important;"><span style="max-width: 100%; color: rgb(112, 48, 160); word-wrap: break-word !important; box-sizing: border-box !important;">维修知识</span><span style="max-width: 100%; color: rgb(127, 127, 127); word-wrap: break-word !important; box-sizing: border-box !important;">，</span><span style="max-width: 100%; color: rgb(0, 176, 240); word-wrap: break-word !important; box-sizing: border-box !important;">产品知识</span><span style="max-width: 100%; color: rgb(127, 127, 127); word-wrap: break-word !important; box-sizing: border-box !important;">，</span><span style="max-width: 100%; color: rgb(146, 208, 80); word-wrap: break-word !important; box-sizing: border-box !important;">医疗器械相关</span></span></span><span style="max-width: 100%; color: rgb(127, 127, 127); word-wrap: break-word !important; box-sizing: border-box !important;">等诸多优质内容，</span><span style="max-width: 100%; color: rgb(127, 127, 127); margin: 0px; padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important;">最接地气</span><span style="max-width: 100%; color: rgb(127, 127, 127); word-wrap: break-word !important; box-sizing: border-box !important;">、</span><span style="max-width: 100%; color: rgb(127, 127, 127); margin: 0px; padding: 0px; border: 0px; word-wrap: break-word !important; box-sizing: border-box !important;">重价值</span><span style="max-width: 100%; color: rgb(127, 127, 127); word-wrap: break-word !important; box-sizing: border-box !important;">的医疗器械微信平台！关注我们妥妥没错，<span style="max-width: 100%; margin: 0px; padding: 0px; word-wrap: break-word !important; box-sizing: border-box !important;">推广合作联系我呦</span>！</span></span></p></blockquote></fieldset><p style=""><img data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6MYAEPWTib8tjxcvx0icbN5kq6PvfS6PHyKaMRwicKyXRpyaPRoHgn3OOr1vBKYm6b9vtYp87hJM8nXw/0" data-ratio="0.7835365853658537" data-w="328" width="auto" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6MYAEPWTib8tjxcvx0icbN5kq6PvfS6PHyKaMRwicKyXRpyaPRoHgn3OOr1vBKYm6b9vtYp87hJM8nXw/640?tp=webp" style="word-wrap: break-word !important; 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