S生物技術公司品牌推廣策略研究
發(fā)布時間：2021-06-18 09:21
目前,在國內(nèi)探討醫(yī)院外的基因檢測技術服務公司品牌研究還不多,因此進行擁有獨立醫(yī)學實驗室的生物技術公司的品牌戰(zhàn)略研究,對國內(nèi)基因檢測生物技術公司的品牌價值提高具有重要的理論價值和實踐意義。本文以醫(yī)療診斷行業(yè)為背景,以S公司為研究對象,以品牌戰(zhàn)略營銷理論為指導,深入訪談調(diào)查并收集第一手資料和數(shù)據(jù),運用問卷調(diào)查法、案例分析法、文獻歸納法等方法,對得出的統(tǒng)計數(shù)據(jù)進行處理分析,運用SWOT分析、PEST分析工具等,對S公司品牌戰(zhàn)略營銷面臨的環(huán)境與優(yōu)劣勢進行了分析系統(tǒng)深入的研究。本文以S公司的品牌戰(zhàn)略體系作為研究對象。首先,對國內(nèi)外相關研究成果進行了文獻歸納,整理出關于品牌戰(zhàn)略,品牌營銷的文獻相關。在此基礎上,介紹了S公司醫(yī)療品牌現(xiàn)狀,案例介紹,剖析了目前S公司醫(yī)療產(chǎn)品在精準醫(yī)療市場品牌推廣過程中所遇到的問題,并給出公司在設計、實施品牌推廣策略的理論指導。其次,本文重點分析了S公司在中國的發(fā)展歷程及其競爭環(huán)境狀況。通過調(diào)查問卷分析,對S公司內(nèi)部的優(yōu)劣勢進行了微觀分析,并對整個中國精準醫(yī)療市場進行了宏觀環(huán)境分析,找到了S公司的市場機會所在。最后通過SWOT分析矩陣對其品牌的競爭環(huán)境進行了全面分析。最...
【文章來源】：廣東外語外貿(mào)大學廣東省
【文章頁數(shù)】：82 頁
【學位級別】：碩士
【文章目錄】：
ACKNOWLEDGEMENT
Abstract
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
1.1 Research Background
1.2 Research Purpose
1.3 Research Significance
1.4 Research Contents and Methods
1.4.1 Research Contents
1.4.2 Research Methods
Chapter Ⅱ Literature Review
2.1 Definition of Genetic Testing
2.1.1 Genetic Testing
2.1.2 Application Classification of Genetic Testing
2.2 Main methods of genetic testing
2.2.1 Next-Generation Sequencing
2.2.2 Significance of Teleological Development
2.3 Literature Review on Brand Marketing
2.3.1 Related Theories of Brand
2.3.2 Related Theories of Brand Strategies
2.3.3 Related Theories of Brand Promotion
2.4 Literature Review on Marketing Strategies of Medical Detection Market
2.4.1 Current Situation of Medical Brand Marketing
2.5 Summary
Chapter Ⅲ Case introduction of S company
3.1 Development Cause of S Company
3.2 Problems Faced by S company’s Brand Promotion
3.2.1 The Questionnaire
3.2.2 Low Brand Trust
3.2.3 Low Market Share
3.2.4 Low Brand Awareness
3.3 Analysis on the Macro-environment
3.3.1 Political and Legal Environment
3.3.2 Economic Environment
3.3.3 Population Environment
3.3.4 Technological Environment
3.4 Analysis on Current Market Research
3.4.1 Analysis on Industrial Competitors
3.4.2 Potential Competitors
3.4.3 High Barriers to Entry into the Industry
3.4.4 Analysis on Existing Competitors
3.4.5 Analysis on the Buyer’s Pricing Ability
3.5 Summary
Chapter Ⅳ Case Analysis of S Company
4.1 SWOT Analysis on S Company
4.2 Internal Feedback by Brainstorming
4.3 Cause Analysis of the Current Situation of S Company’s Brand
4.3.1 Lagging of Brand Building in the Overall Market
4.3.2 Unclear Marketing Model
4.3.3 Unclear Market Positioning
4.3.4 Low Brand Influence Causing by Poor After-sales Service
4.4 Summary
Chapter Ⅴ Brand Strategy Planning of S Company
5.1 Integration of Channels to Expand Brand Awareness
5.1.1 Academic Promotion
5.1.2 Event Marketing
5.1.3 Media Convergence
5.2 Increasing of Market Share
5.2.1 Identification of the Core Market
5.2.2 Market Positioning of S Company’s Products
5.2.3 Protection of Brand Value and Control of Sales Channels
5.2.4 Construction of a Professional Marketing Team
5.3 Improvement of After-sales Service System to Improve Brand Trust
5.3.1 Assurance of Product Quality
5.3.2 Assurance of Sales Channel Management
5.3.3 Assurance of Service
5.4 Summary
Chapter Ⅵ Conclusion
6.1 Findings
6.2 Limitations and Expectations
REFERENCES
APPENDIX A S公司液體活檢產(chǎn)品使用調(diào)查問卷
【參考文獻】：
期刊論文
[1]第二代測序技術在腫瘤診療中的應用及其價值與風險[J]. 樊綺詩,吳蓓穎. 檢驗醫(yī)學. 2017(04)
[2]腫瘤基因突變檢測的現(xiàn)狀與進展[J]. 鐘焱,佘金文,夏小艷. 中國衛(wèi)生產(chǎn)業(yè). 2016(09)
[3]新一代測序技術在食品微生物學中的應用[J]. 韓齊,李媛媛,孫方達,孔保華,陳倩. 食品工業(yè). 2016(01)
[4]中小企業(yè)品牌形象提升策略研究[J]. 成家利. 商. 2015(26)
[5]2013年臨床腫瘤學重大進展——美國臨床腫瘤學會年度報告[J]. 茍?zhí)m英,高紅飛,韓解非,林俊濤,李巍,婁娜娜,孫慧文,張琪,張秋怡,吳一龍. 循證醫(yī)學. 2014(01)
[6]談學術營銷在醫(yī)藥營銷中的運用[J]. 李彥. 現(xiàn)代經(jīng)濟信息. 2011(23)
[7]融媒時代攝影記者的機遇及挑戰(zhàn)[J]. 潘元金. 新聞愛好者. 2009(24)
[8]品牌學實踐教學方法改革構想[J]. 宋春穎,李志萍. 遼寧工學院學報(社會科學版). 2007(06)
[9]我國醫(yī)藥企業(yè)的品牌戰(zhàn)略研究[J]. 郭瑩,郭晶,楊亮,饒凱. 中國藥房. 2006(11)
[10]淺議事件營銷策略[J]. 魏立堯,陳凱. 商業(yè)時代. 2005(27)
博士論文
[1]影響標記輔助導入效率的因素研究[D]. 白俊艷.中國農(nóng)業(yè)大學 2005
碩士論文
[1]我國基因檢測技術的發(fā)展應用研究[D]. 李曉一.天津大學 2014
[2]M公司醫(yī)療產(chǎn)品品牌推廣策略[D]. 孫睿.河北工業(yè)大學 2013
[3]中國民族商品交易會品牌推廣策略研究[D]. 郝駿韜.內(nèi)蒙古大學 2011
本文編號：3236403
【文章來源】：廣東外語外貿(mào)大學廣東省
【文章頁數(shù)】：82 頁
【學位級別】：碩士
【文章目錄】：
ACKNOWLEDGEMENT
Abstract
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
1.1 Research Background
1.2 Research Purpose
1.3 Research Significance
1.4 Research Contents and Methods
1.4.1 Research Contents
1.4.2 Research Methods
Chapter Ⅱ Literature Review
2.1 Definition of Genetic Testing
2.1.1 Genetic Testing
2.1.2 Application Classification of Genetic Testing
2.2 Main methods of genetic testing
2.2.1 Next-Generation Sequencing
2.2.2 Significance of Teleological Development
2.3 Literature Review on Brand Marketing
2.3.1 Related Theories of Brand
2.3.2 Related Theories of Brand Strategies
2.3.3 Related Theories of Brand Promotion
2.4 Literature Review on Marketing Strategies of Medical Detection Market
2.4.1 Current Situation of Medical Brand Marketing
2.5 Summary
Chapter Ⅲ Case introduction of S company
3.1 Development Cause of S Company
3.2 Problems Faced by S company’s Brand Promotion
3.2.1 The Questionnaire
3.2.2 Low Brand Trust
3.2.3 Low Market Share
3.2.4 Low Brand Awareness
3.3 Analysis on the Macro-environment
3.3.1 Political and Legal Environment
3.3.2 Economic Environment
3.3.3 Population Environment
3.3.4 Technological Environment
3.4 Analysis on Current Market Research
3.4.1 Analysis on Industrial Competitors
3.4.2 Potential Competitors
3.4.3 High Barriers to Entry into the Industry
3.4.4 Analysis on Existing Competitors
3.4.5 Analysis on the Buyer’s Pricing Ability
3.5 Summary
Chapter Ⅳ Case Analysis of S Company
4.1 SWOT Analysis on S Company
4.2 Internal Feedback by Brainstorming
4.3 Cause Analysis of the Current Situation of S Company’s Brand
4.3.1 Lagging of Brand Building in the Overall Market
4.3.2 Unclear Marketing Model
4.3.3 Unclear Market Positioning
4.3.4 Low Brand Influence Causing by Poor After-sales Service
4.4 Summary
Chapter Ⅴ Brand Strategy Planning of S Company
5.1 Integration of Channels to Expand Brand Awareness
5.1.1 Academic Promotion
5.1.2 Event Marketing
5.1.3 Media Convergence
5.2 Increasing of Market Share
5.2.1 Identification of the Core Market
5.2.2 Market Positioning of S Company’s Products
5.2.3 Protection of Brand Value and Control of Sales Channels
5.2.4 Construction of a Professional Marketing Team
5.3 Improvement of After-sales Service System to Improve Brand Trust
5.3.1 Assurance of Product Quality
5.3.2 Assurance of Sales Channel Management
5.3.3 Assurance of Service
5.4 Summary
Chapter Ⅵ Conclusion
6.1 Findings
6.2 Limitations and Expectations
REFERENCES
APPENDIX A S公司液體活檢產(chǎn)品使用調(diào)查問卷
【參考文獻】：
期刊論文
[1]第二代測序技術在腫瘤診療中的應用及其價值與風險[J]. 樊綺詩,吳蓓穎. 檢驗醫(yī)學. 2017(04)
[2]腫瘤基因突變檢測的現(xiàn)狀與進展[J]. 鐘焱,佘金文,夏小艷. 中國衛(wèi)生產(chǎn)業(yè). 2016(09)
[3]新一代測序技術在食品微生物學中的應用[J]. 韓齊,李媛媛,孫方達,孔保華,陳倩. 食品工業(yè). 2016(01)
[4]中小企業(yè)品牌形象提升策略研究[J]. 成家利. 商. 2015(26)
[5]2013年臨床腫瘤學重大進展——美國臨床腫瘤學會年度報告[J]. 茍?zhí)m英,高紅飛,韓解非,林俊濤,李巍,婁娜娜,孫慧文,張琪,張秋怡,吳一龍. 循證醫(yī)學. 2014(01)
[6]談學術營銷在醫(yī)藥營銷中的運用[J]. 李彥. 現(xiàn)代經(jīng)濟信息. 2011(23)
[7]融媒時代攝影記者的機遇及挑戰(zhàn)[J]. 潘元金. 新聞愛好者. 2009(24)
[8]品牌學實踐教學方法改革構想[J]. 宋春穎,李志萍. 遼寧工學院學報(社會科學版). 2007(06)
[9]我國醫(yī)藥企業(yè)的品牌戰(zhàn)略研究[J]. 郭瑩,郭晶,楊亮,饒凱. 中國藥房. 2006(11)
[10]淺議事件營銷策略[J]. 魏立堯,陳凱. 商業(yè)時代. 2005(27)
博士論文
[1]影響標記輔助導入效率的因素研究[D]. 白俊艷.中國農(nóng)業(yè)大學 2005
碩士論文
[1]我國基因檢測技術的發(fā)展應用研究[D]. 李曉一.天津大學 2014
[2]M公司醫(yī)療產(chǎn)品品牌推廣策略[D]. 孫睿.河北工業(yè)大學 2013
[3]中國民族商品交易會品牌推廣策略研究[D]. 郝駿韜.內(nèi)蒙古大學 2011
本文編號：3236403
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