摘要中国医疗器械已经在国际市场上占有较大比重，但就产品价值区分仍然以低值产品为主，国产高端医疗器械行业虽然近年已经得到蓬勃发展，但由于相关基础科学和制造业水平仍然相对落后，创新能力不强，依然缺少原创性和革命性的产品引领全世界医疗器械行业的发展方向，当然在高端医疗器械行业的市场份额也就差强人意。
高端医疗器械具有高风险和高利润的产业特性，有其自身发展的规律：产品在上市前，需要投入大量的人力，物力，财力来完成研究开发，临床试验和产品注册工作，而产品在上市后，接着需要采用准确的营销方式使医院和医生去使用并接受新产品，整个产品生命周期的各项工作环环相扣，互相促进影响，最终才能取得相关产品营销的整体成功。
在国际化的过程中，中国医疗器械企业由于地域，文化，语言等方面的差异，即使延续并创新这一营销规律仍需要付出比开拓本土市场更大的努力才能取得相应的成功。
中国医疗器械公司只有积极的走出国门，积极参与到最前沿的国际化潮流中去，才能深切的感受到自己的不足，才有机会学习到同行业先进的前沿技术，超前的营销模式，最终才有可能创立出真正享誉全球的医疗器械品牌，而且中国本土庞大的医疗器械市场就是所有致力于推进高端医疗器械国际化的生产企业最坚强的后盾和最安全的母港。
本文应用经验分析法和定性分析法，主要内容分为五个部分，在绪论部分对本文设计的理论文献回顾之后，首先从定义高端医疗器械出发并讨论其发展意义，接着在阐述了中国高端医疗器械国际化发展概况之后，针对目前我国高端医疗器械行业存在的障碍和优势，提出中国高端医疗器械国际化的初期和长期经营策略建议，这也是中国高端医疗器械行业国际化面临的两个关键问题：如何做好初期国际市场营销工作为整体国际化进程打好基础和施行什么样的长期国际化经营策略确保最终国际化进程的成功。
总之，本文通过对目前中国高端医疗器械在国际市场地位的分析，并对比了主要发达国家的高端医疗器械发展现状，以期对中国高端医疗器械的国际化提供借鉴意义。
相信经过不懈努力，中国高端医疗器械行业一定会伴随中国综合国力的提升，发展出几个享誉世界的高端医疗器械品牌，与中国的大国地位和国际影响力相匹配。
关键词：高端医疗器械，国际化，初期营销策略AbstractChinese medical device has occupied large share in the whole world’s market, but those devices are mostly low value consumable products. On the other hand, Chinese high value medical device still could not play an important role in the market, because some basic science and manufacturing capability remains relatively undeveloped, which cause so far no Chinese originally innovative and revolutionary product has been supplied to lead the worldwide medical device industry. Only if Chinese medical device companies entered the international market and got involved in the internationalization, their worldwide well-known medical device brand could be established after they found out their own disadvantages and learnt newest technique and advancing international marketing model. This text makes an analysis of the international status of Chinese medical devices and compares it to the current situation of main developed countries high value medical device industry in order to provide an advisable reference to the internationalization of Chinese high value medical device. The developing law of High value medical device with the characteristics of high risk and high profit is like: before the product was launched in market, the company should put huge investment for R&D，clinical trials and product registration and after it entered the market, precise marketing work should be proceeded to convince hospitals and doctors to accept the new products. During the whole product life circle, all the above work should be united and interacted so that this product could be successful in the market. During the internationalization, although the Chinese companies could comply with this law and innovate it in particular work, they still need make more efforts than local market exploitation, because of culture and language difference. At the end, this text discusses two key points: how to open the international market in the beginning of internationalization process and how to build up the international human resources system to meet the internationalization strategy. This text applies empirical analysis and qualitative analysis and is composed of five parts. In the beginning, it is discussed about the theories used in this thesis. And then in first part, it is to define the high value medical device and discuss its development significance. Second, by the overview of Chinese high value medical device industry, the current development disadvantage points are concluded. According to the above industry analysis, a series of primary marketing and sales strategy is proposed. As a fourth part, the long-term business management strategy for Chinese high value medical industry is suggested finally. Chinese huge local medical device market is the powerful backing and safe harbor of all the Chinese medical devicecompanies which commit themselves to building worldwide well-known high value medical device brand. In the near future, several international brands shall be emerged and developed in this industry being accompanied with the enhancement of China national strength.Key words: High value medical device, Internationalization, Initial Marketing Strategy目录第1章绪论 (1)1.1选题背景与研究意义 (1)1.2文献综述 (1)1．2．1国际企业经营理论 (1)1．2．2企业国际化阶段理论 (2)1．2．3企业国际化网络理论 (4)1．2．4企业国际化四要素理论 (4)1．2．5企业核心竞争力理论 (4)1.4 研究思路及方法 (5)第2章：中国高端医疗器械行业国际化概况 (6)2.1高端医疗器械的定义 (6)2.2高风险与高利润的产业特性 (6)2.3高端医疗器械主要产品及市场简要介绍 (7)2.4中国高端医疗器械行业概况 (11)2.5中国高端医疗器械国际化概述及特征分析 (15)第3章：中国高端医疗器械行业国际化的障碍和优势 (15)3.1障碍 (15)3.1.1技术水平仍相对落后和缺乏核心竞争力 (15)3.1.2自主品牌意识普遍缺乏 (15)3.1.3企业诚信缺乏导致的短期逐利行为 (16)3.2优势 (16)3.2.1健全的医疗器械产业基础 (16)3.2.2庞大的国内市场支撑 (17)第4章：发达国家高端医疗器械行业国际化现状及重点企业中外对比 (19)4.1美国高端医疗器械企业国际化现状 (19)4.2欧洲高端医疗器械行业国际化现状 (20)4.3中国医疗器械公司与世界级医疗器械公司对比分析 (21)4.3.1发达国家高端医疗器械行业的代表企业 (21)4.3.2中国高端医疗器械行业的代表企业 (23)第5章：中国高端医疗器械国际化的初期和长期经营策略 (24)5.1国际市场的进入方式探讨 (24)5.1.1“农村包围城市”的战略 (25)5.1.2金砖国家的潜力开发 (25)5.2渠道下沉的本土化战略 (27)5.3技术创新是原动力 (29)5.3.1缺少原创技术就永远吃不到第一杯羹 (30)5.3.2以产品升级的微改进来制造出极致产品 (31)5.4国际化公司的人力资源建设 (31)5.4.1与高端医疗器械匹配的营销队伍 (32)5.4.2特殊的薪酬体系与激励政策 (32)第6章：结论 (34)参考文献 (35)致谢 (37)个人简历在读期间发表的学术论文与研究成果 (38)第1章绪论1.1选题背景与研究意义随着中国制造在国际上的地位越来越重要，关于中国制造业国际化的研究也越来越多。