求一篇5000字的英文翻译，关于国际金融与贸易的
家用医疗器械营销概述
目前，市场上畅销的器械类别大致可分为三类：一零售价500元左右的健康电器或一类器械，二零售价1000元-5000元之间的水机（不是器械）或其他，三为零售价5000元以上的健康电器或健康寝具或二类器械。
营销模式的创新和变迁，向来都是医药保健品的专利，家用器械也不例外。家用器械营销模式也为三种，一种社区定点或不定点销售，俗称“跑腿式”；第二种会议营销，也分为两种，一单一会议营销型，二复合会议营销型。目前单一型会议营销比例已经较低了，主要是“社区店+会议营销”模式，因为增加了前期筛选的过程，会议营销投入产出比有提高，但弱点也同样明显—营销成本高；第三种就是“体验中心”模式，相比较会议营销而言，特点是购买周期拉长，顾客满意度较高，注重营销细节。价格与模式是关联的，低价配合“跑腿式”，中端挈合“会议营销”型，高端就是“体验中心”了，当然也有例外。
营销模式再创新，它都有核心点。家用器械的营销核心点不外乎这几个：让产品自己说话、顾客复制、结果对比、细节控制、心理暗示。
“让产品自己说话”是器械营销的最核心点，它包含两个方面：一产品本身，二免费体验。古语说，酒香不怕巷子深，任何的叫卖声都比不上产品的疗效。消费者真正需求的是长期使用却能累积疗效的器械，而不是包装完美的东西。温热型器械的火热跟自身是2类器械这点是分不开的（2类器械是SDA指对其安全性、有效性应当加以控制的医疗器械）。我预计，市场上那些伪器械将被逐渐淘汰出局，留守者只有1类和2类器械。
第二免费体验。任何时候，免费体验都会是最佳的营销手段。免费体验的基础是建立在产品良好疗效的基础之上的。实际应用免费体验时，应该把免费体验的内容搞得具有高附加值，具有神秘感，这样免费体验者才有足够的兴趣。具体到操作细节上，就要根据产品特色确定吸引消费群的价值诱因、免费体验的时间长度、对顾客每个接触点的提供同质服务、人多人少时候的不同体验方案应用等等。
总之一句话，让产品自己说话是最省力、最经济、最具顾客忠诚度的器械营销核心。
“顾客复制”是器械营销的另一个关键点。顾客复制包含了以下两个方面：一病毒式数量复制，二病毒式质量复制。病毒式数量复制往往应用于市场开拓的初期。应该有这么几个关键环节；找到关键顾客、制造可以快速传播的小段子（融合顾客案例）、适宜的礼品手段吸引顾客体验或者顾客帮带传、运用排队技术吸引顾客体验等等。说到底，就是要制造一个或多个病毒性的案例或者话题完成在目标顾客中快速复制，以达到小成本大人群的回报。二病毒式质量复制主要是应用在已有众多试用或体验顾客，要提高销售率的阶段。我认为病毒式质量复制主要的技术手段还是顾客帮带传，这种方法准确率高，当然病毒性案例传播是必不可少的。
“结果对比”，我个人认为是一种比较有效的提高消费者购买率的营销手段。器械的主要营销对象肯定是有慢性病的中老年消费群。对于中老年人群来讲，往往医生的结论和检测、化验报告单是他们认为最权威的健康证明。而对于中老年消费群而言，其收入程度决定了他的购买趋向是保守的，购买一样大件是要经过若干遍决策的。那么就要给他和他的家庭找到好的购买理由，使用器械前后的身体指标检测对照是个不错的选择理由（可以是短期的，也可以是长期的）。成本可能高些，但效果很明显。
“细节控制”。俗话说：细节决定成败。器械营销中，对细节的把控反映了此企业的营销水平以及成功与否。中老年消费群起初是冲着免费体验来的，当感知产品疗效后，如果能够提供良好的环境和细节控制的话，那么体验地点就会成为中老年人除却家、公园、菜场的
第四个活动地点。做到了这点，器械不热销都不可能。在会议营销中，我老注意一个细节——鼓掌，很多人都会忽略这点，我基本上通过鼓掌这个细节来判断这个企业会议营销的水平如何。做器械营销，我们就要搞清楚与消费者的每个接触点，而且要确保每个接触点提供的服务是标准的，这样才能给每个顾客统一的印象。当然对于喜来健们不问任何人都叫成“爸”“妈”的这个细节，我有些疑义，但喜来健是提供的标准服务。
“心理暗示”。应该说心理暗示并不是个新的营销手段，但是如果是当作病毒值入销售过程的还就是喜来健们。喜来健存在两种心理暗示：一体验时间必需超过3个月才开卖，二体验前的讲课环节，最核心应是喊口号。喜来健的仪器大都在万元左右，价钱不低，购买阻力很大，喜来健的诡异就在心理暗示这个环节，它要让体验者养成长期的体验和心理习惯，离不开喜来健。这条营销技巧是硬币的两面，用好了提高销售量，用不好易形成社会问题。
末了，我个人认为器械的营销它应该是个综合体。我坚持认为2000元以下器械是未来的主流，动因就是2000元以下器械其营销模式可以是个综合体，而且其营销效果可以集群放大。
真实的器械营销并不是像本文说得这么简单，而是由很多环节组成，但这条是既定的：让产品自己说话！
At present, in the market thebest-selling instrument category may divide into three kinds approximately:Retail price 500 Yuan about healthy electric appliances either a kind ofinstrument, two retail price 1000 Yuan - 5000 Yuan between hydraulic engines(are not instrument) or other, three are the retail price 5000 Yuan abovehealthy electric appliances either the healthy bedding or two kind ofinstruments.
The marketing pattern's innovationand the vicissitude, are always the medicine healthy product patents, the homeuse instrument is not exceptional. The home use instrument marketing pattern isalso three kinds, one kind of community fixed point or the unfixed point sale,the popular name “runs about the type”; Second kind of conference marketing,also divides into two kinds, a sole conference marketing, two compoundconference marketing. At present was unitary the conference marketingproportion already to lower, was mainly “the community shop + conferencemarketing” the pattern, because increased the earlier period screening process,the conference marketing put into production compared to having theenhancement, but weakness similarly was also obvious - the marketing cost to behigh; The third kind is “the experience center” the pattern, compares theconference marketing saying that the characteristic is purchases the cycle toelongate, the customer degree of satisfaction is high, pays great attention themarketing detail. The price and the pattern are the connection, the low pricecoordination “runs about the type”, the end lifts gathers “the conferencemarketing”, the high-end was “the experience center”, certainly also had theexception.
The marketing pattern innovatesagain, it has the core spot. Home use instrument's marketing core nothing elsebut these: Let product speak, the customer to duplicate, the result contrast,the detail control, the psychological suggestion.
“lets product speak” is the instrumentmarketing most core spot, it contains two aspects: A product itself, two freeexperience. The archaism said that the liquor fragrance does not fear the laneto be deep, any hawks the sound not to compare the product curative effect.What consumer true demand is the long-term use can actually accumulate thecurative effect the instrument, but is not the packing perfect thing. Thewarming up instrument is fiery 2 kind of instrument this is cannot separate (2kind of instruments with oneself is SDA refers to medical instrument which toits security, validity must perform to control). I estimated that in the marketthese false instruments will be been eliminated gradually, remaining behind totake care of things have 1 kind and 2 kind of instruments.
The second free experience. At any time, thefree experience can be the best marketing method. The free experience'sfoundation is the establishment in above the product good curative effectfoundation. When practical application free experience, should do the freeexperience content has the high added value, has the mystical feeling, suchfree experience only then has the
enough interest. Makes concrete tothe operation detail, must according to the product characteristic determinethat time the attraction expense group the value cause, the free experience'stime length, to customer each contact point provides the homogeneity service,the person multi-people to be few different experience plan application and soon.
In brief a few words, let productspeak are most reduce effort, to be most economical, most to have the customerloyalty the instrument marketing core.
The customer duplicates” isinstrument marketing another key point. The customer duplicated has containedthe following two aspects: A viral type quantity duplication, two viral typequality duplication. The viral type quantity duplication often applies in themarket development initial period. Should have such several key links; Findsthe small piece which the essential customer, the manufacture may disseminatefast (fusing customer case), the suitable present method to attract thecustomer to experience or attends to the association of merchants either comingfrom other places or working away from their native place belt passing on,using the lining up technology attracts customer experience and so on. In thefinal analysis, is must make or many virulent cases or the topic completes inthe goal customer the fast duplication, achieves the small cost big crowd the repayment.Two viral type quality duplication was mainly the application in had thenumerous tests or the experience customer, must raise the sales rate the stage.I thought that the viral type quality duplication main technological meansattend to the association of merchants either coming from other places orworking away from their native place belt biography, this method rate ofaccuracy is high, the certainly virulent case dissemination is essential.
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China's huge, high-speed growth of financial markets and lack of financial deepening, long-term policy to protect China's financial sector to foreign financial consortium constitute the immense attraction of trying to a good opportunity for China's accession to the WTO to enter China's financial market has been the focus of their efforts direction. The United States Commerce Secretary William Daley said the Sino-US WTO negotiations fell the most crucial questions, such as banking and insurance areas of financial services.
April 9, 1999, the United States Trade Representative Office unilaterally announced the so-called Chinese date for accession to WTO and the United States reached an open market protocol. These measures, according to the United States in China's accession to the WTO that it would begin to implement. In fact, these so-called Protocol of the United States in fact just the asking price, of which only the agricultural part of complete agreement, other not yet fully reached. The United States Trade Representative Office unilaterally announced the so-called China's accession to the WTO after the financial markets, the openness of the list, from which we can see that the United States and China, asking for specific financial services industry may be subject to the impact of the extent of:
(1) Banking
Between the two countries will continue negotiations on this project. However, China has agreed to join WTO, US-owned banks to foreign customers can immediately provide all the foreign exchange business. One year after WTO accession, the United States to the Chinese bank can provide customers with foreign exchange business, Sino-US joint-venture banks will be allowed to operate wholly foreign-owned banks will be allowed to operate at 5 years, foreign banks in two years will be allowed to conduct RMB business at 5 During the year the finance retail business.
(2) the securities industry
At present, the securities, the Chinese will still insist open B-share market, but the A shares should not open. The U.S. side insists that the opening of the stock market. For this requirement, China still insists that financial sector liberalization must be gradual and orderly progress, if we do not do so, it will be further subjected to the crisis in Southeast Asian countries to follow.
(3) the insurance industry
U.S. demands China's accession to the WTO, life insurance companies in the foreign shareholding ratio can be up to 50%, add a year later, increased to 51%. Non-life insurance companies and reinsurance companies will be allowed at a joint venture insurance companies hold 51 percent stake, and at two years to set up wholly-owned branch offices.
With China's accession to the WTO will become the truth, China is striving to provide open financial markets to prepare:
(1) Chinese department director has been fixed for the opening of RMB business timetable. Open RMB business faster than most people probably would exceed expectations, in the "foreseeable future" is very likely at all large and medium-sized city open RMB business.
(2) add at WTO, China will be the first to open RMB business in life insurance and property & casualty insurance market. As capital markets belong to the securities industry, opening up the speed will be relatively slow. March 20, the China Insurance Regulatory Commission Ma Yongwei, chairman, said the opening up of China's insurance market is a foregone conclusion in the near future, there will be a number of foreign insurance companies enter the Chinese market.
(3) foreign banks will be one year after China's accession to the WTO, China allowed to provide foreign exchange business customers, and two years later for the enterprise business to provide renminbi business activity, and after five years for Chinese individuals to provide financial services. People's Bank of China will be lifted this year, foreign banks operating branches geographical restrictions, from the current Shanghai, Beijing, Tianjin, Shenzhen and other 23 city extended to all central cities, while the United States formally approved the Shenzhen branch of Citibank, Bank of Tokyo JAPAN Shenzhen sub - Bank to conduct RMB business.
(4) of the securities market, foreign capital eager to enter, but the domestic securities market is not mature enough, and the RMB is not freely convertible, direct foreign investment and opening up is unlikely, in recent years, the China Securities Regulatory Commission once the proposal to examine the formation of Sino-foreign joint investment fund the possibility of us to consider the form of foreign investment funds to enter and take the establishment of Sino-foreign cooperative fund the possibility of greatly.
From the above analysis we can already feel that China's accession to the WTO, China's financial industry by the face of international financial integration of the great challenges:
(1) China's financial industry in the long-term barriers to retaining a high degree of policy evaluation, the WT O to add a high degree of market competition after the situation has required a process of adaptation. Chinese bankers are much, for opening up banking reacted strongly consider in the next five years to completely open up the banking industry, time is very urgent. According to the World Bank has long been known as one pairs of Chinese banking industry experts Radi said that the need for around ten years, China's banking sector in order to prepare, in the face of foreign competition in the industry, and not in danger. First of all, the Chinese banking system has yet to be market-oriented reforms to further deepen, at present, four major Chinese state-owned commercial banks are all the Ministry of Finance, the national bank assets accounted for more than 90% of Shenzhen Development Bank are so far the only listed bank. Secondly, non-performing loans of domestic banks within five years, it is difficult to remove. National plans to discount the portion of the debt or sell securities, but this process may be will need to spend a few years or even longer. Reconstruction of the fragile Chinese banking system is that the Chinese Government to allow foreign financial institutions to gain full access to their markets, while domestic financial crisis will not lead to an important prerequisite.
(2) the financial services sector in our country's industry has been opening sequence in a relatively backward part of the opening of international financial competition environment has a process of adaptation. China's financial industry must be limited to opening up the market to prevent the Asian financial turmoil the price of a repeat in China.
(3) China's financial sector, especially state-owned commercial banks in the past the process of non-market operators have accumulated a lot of non-performing loans, which makes U.S. financial sector competition in the market relatively heavy historical burden.
Second, actively respond to
(1) Expand the financial inspection of assets and liabilities of financial institutions to find out the Chinese Government to further guard against financial risks, as well as opening up financial markets to meet the challenges faced, had started a period of 5 months of a general inspection of national financial work out a comprehensive financial institution's assets and the debt situation. Work focused on financial institutions to check the financial position and its non-performing assets in order to regulators of financial institutions nationwide to find out the true state of debt. This will not only help regulators assess the financial risks effectively, and to take appropriate response measures, the gradual elimination of financial institutions, large non-performing assets.
(2) in an open domestic market before the director of China's financial department to deal with banks to restructure or to inject more funds into the bank to improve the operation and management principles and the rule of law and set up appropriate regulatory framework. Too fast, opening up the financial industry risk is probably much higher than the strength of foreign investment China's domestic financial system, we should fully absorb the lessons of the Asian crisis: liberalization in the financial industry before, we must strictly regulate the domestic financial system, commercial banks are required to have proper access to capital injection and operation and management.
(3) change their concepts, to face up to the international financial integration of great challenge. International financial integration is one of the world inevitable trend of economic development, we are opening up the financial industry overall strategy is unchanged, just add WTO so that the subject had placed earlier in front of us. At the previous monopoly of the soil protection grew up China's financial industry should face up to the international financial integration of the enormous challenges, we must seriously examine their own point whether there is really strong enough to contend with transnational corporations, the core of our competitiveness where扬长up short, a positive response.
一、加入WTO对中国金融业的巨大挑战
中国庞大的、高速增长的金融市场和金融深化不足、长期为政策 保护的中国金融业，对外国金融财团构成了巨大的吸引力，试图通过 中国加入WTO的良机进入中国金融市场一直是它们重点努力的方向。 美国商务部长戴利称，中美入世谈判最关键的问题落在银行和保险等 金融服务领域中。
1999年4月9日，美国贸易代表处单方面公布了所谓中国迄今为加 入WTO与美国达成的市场开放协议。这些措施据美国称将在中国加入 WTO时开始实施。其实这些所谓的协议实际上只是美国的要价，其中 只有农业部分完全达成协议，其他仍未完全达成。美国贸易代表处单 方面公布了所谓中国加入WTO后金融市场开放程度一览表，我们从中 可以看到美国具体的要价和中国金融业可能会受到的冲击程度：
(1)银行业
两国仍继续此项目的谈判。但中国已经同意，加入WTO后，美资 银行可立即向外国客户提供所有外汇业务。加入WTO一年后，美国的 银行可向中国客户提供外汇业务，中美合资的银行将立即获准经营， 外国独资银行将在5年内获准经营，外资银行在二年内将获准经营人 民币业务，在5年内经营金融零售业务。
(2)证券业
目前就证券而言，中国坚持仍然会开放B股市场，但是A股不能开 放。美方则坚持提出开放整个证券市场。对于这个要求，中国仍然坚 持金融部门的开放必须循序渐进，如果不这样作，就将步遭受危机的 东南亚国家后尘。
(3)保险业
美方要求中国加入WTO后，人寿保险公司中外资持股比例可高达 50％，加入一年后，提高至51％。非人寿保险公司和再保险公司将获 准在合资保险公司中持有51％的股份，并可在二年内成立全资的分支 机构。
随着中国加入世贸组织将成事实，中国也正为开放金融市场做好 准备：
(1)中国主管部门已订出开放人民币业务的时间表。人民币业务 开放速度之快可能会超出多数人的预期，在“可见的未来”极有可能 在所有大中城市开放人民币业务。
(2)在加入WTO后，中国将首先开放人民币业务寿险及产险市场。 至于属于资本市场的证券业，开放的速度则会相对较慢。3月20日， 中国保险监督管理委员会主席马永伟表示，中国保险市场的开放大局 已定，在不久的将来，会有多家外国保险公司进入中国市场。
(3)外资银行将在中国加入WTO一年后，获准为中国客户提供外汇 业务，两年后可为企业商务活动提供人民币业务，而五年后可为中国 个人提供金融服务。中国人民银行今年将取消外资银行营业性分支机 构地域限制，从现在的上海、北京、天津、深圳等23个城市扩大到所 有中心城市，同时正式批准美国花旗银行深圳分行、日本东京银行深 圳分行经营人民币业务。
(4)证券市场方面，外资渴望进入，但国内证券市场并不成熟， 而且人民币尚不能自由兑换，直接开放外资进入的可能性不大，近年 来中国证监会曾经提出研究组建中外合作投资基金的可能性，我们认 为以基金的形式吸收外资进入，采取组建中外合作基金形式的可能性 极大。
我们从上述分析中已经可以感受到中国加入WTO后，中国金融业 所面对国际金融一体化的巨大挑战：
(1)中国金融业长期处于高度的政策壁垒护估之下，对于加入WT O后高度的市场竞争形势需要有个适应过程。 中国许多银行业人士，对于对外开放银行业务反应强烈，认为在 五年内彻底开放银行业，时间是十分急迫的。据世界银行一位对中国 银行业素有研究的专家拉迪指出，大约需要十年，中国银行业才能作 好准备，面对国外同业的竞争，而不致于陷入险境。首先，中国银行 业体制的市场化改革仍有待进一步深化，目前，中国四大国有商业银 行属财政部所有，占全国银行资产的90％以上，深圳发展银行是至今 唯一上市的银行。其次，国内银行不良贷款在五年内难以清除。国家 计划将这部分债务以折价或证券化的方式出售，但此过程也许将需花 上数年甚至更长。重建中国脆弱的银行系统，是中国政府允许外国金 融机构完全进入本国市场，而不致引发国内金融危机的重要先决条件 。
(2)金融业在我国的行业对外开放序列中一直处于较后的部分， 对开放后的国际金融竞争环境也有个适应过程。中国金融业必须有限 制地向外开放市场，以防止亚洲金融风暴的代价在中国重演。
(3)中国金融业特别是国有商业银行在过去的非市场经营过程中 累积了不少不良贷款，这使我们的金融业在市场竞争中历史包袱比较 重。
二、积极应对
(1)展开金融大检查，摸清金融机构资产负债 中国政府为进一步防范金融风险，以及迎接金融市场开放所面临 的挑战，已开始展开为期5个月的全国金融大检查工作，全面摸清金 融机构的资产和债务状况。工作重点在于检查金融机构的财务状况及 其不良资产，以便监管机构能摸清全国金融机构债务的真实状况。此 举不仅有助于监管部门能有效评估金融风险，并可采取适当的应对措 施，逐步消除金融机构庞大的不良资产。
(2)在开放国内市场以前，中国金融主管部门应对银行进行重组 或增加注资，改进银行经营管理方针，并建立适当的法治和规范框架 。过快开放金融业的风险在于外资实力可能大大超过中国国内金融体 系，我们应该充分吸取亚洲危机的教训：在金融业自由化前，必须对 国内金融系统严格规范，商业银行必须妥善获得资本金注入及经营管 理。
(3)转变观念，正视国际金融一体化的巨大挑战。国际金融一体 化是世界经济发展的必然趋势，我们金融业的对外开放的总方略是不 变的，加入WTO只是使这一课题提早摆到了我们的面前。以往在垄断 保护的土壤中成长起来的中国金融业应该正视国际金融一体化的巨大 挑战，要认真审视自己究竟有哪一点足以与真正强大的跨国公司抗衡， 我们的核心竞争力在何处，扬长补短，积极应对。
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