【摘要】：隨著中國(guó)經(jīng)濟(jì)持續(xù)高速發(fā)展以及醫(yī)院信息化進(jìn)程加快,中國(guó)生物技術(shù)市場(chǎng)規(guī)模繼續(xù)保持強(qiáng)勁增長(zhǎng)勢(shì)頭。2014年6月30日,中國(guó)食品藥品監(jiān)督管理總局經(jīng)審查,批準(zhǔn)了第二代基因測(cè)序診斷產(chǎn)品注冊(cè)。政府、社會(huì)各界高度關(guān)注基因測(cè)序診斷產(chǎn)業(yè)發(fā)展,鼓勵(lì)創(chuàng)新、加強(qiáng)服務(wù)。面對(duì)眾多國(guó)際醫(yī)療巨頭紛紛搶占中國(guó)市場(chǎng),進(jìn)行戰(zhàn)略布局。LT如何把握機(jī)遇,及時(shí)研究市場(chǎng)趨勢(shì),開發(fā)適合中國(guó)國(guó)情的優(yōu)質(zhì)低價(jià)產(chǎn)品,盡快占領(lǐng)新興市場(chǎng),籍此迅速提高市場(chǎng)占有率,在競(jìng)爭(zhēng)中獲得長(zhǎng)期優(yōu)勢(shì),這己經(jīng)是需要解決的重要問題。本文以LT公司現(xiàn)行的營(yíng)銷策略為基礎(chǔ),結(jié)合公司實(shí)際產(chǎn)品的案例,深入研究了NGS產(chǎn)品市場(chǎng)營(yíng)銷策略,通過研究中國(guó)生物技術(shù)的行業(yè)狀況,綜合評(píng)估公司的競(jìng)爭(zhēng)能力與競(jìng)爭(zhēng)戰(zhàn)略,對(duì)該企業(yè)內(nèi)現(xiàn)存的營(yíng)銷問題進(jìn)行分析和研究,建議公司在現(xiàn)有營(yíng)銷策略的基礎(chǔ)上發(fā)展新的營(yíng)銷策略。
[Abstract]:As China's economy continues to develop at a high speed and the hospital informatization process accelerates, the scale of China's biotechnology market continues to maintain a strong growth momentum. On June 30, 2014, the China Food and Drug Administration was examined. The second generation gene sequencing diagnostic product registration was approved. The government and all sectors of society pay close attention to the development of gene sequencing diagnosis industry, encourage innovation and strengthen service. In the face of many international medical giants grabbing the Chinese market one after another and carrying out a strategic layout, how can LT seize the opportunity, study market trends in a timely manner, develop high-quality low-cost products suitable for China's national conditions, and seize emerging markets as soon as possible? Therefore, it is an important problem to improve market share and gain long-term advantage in competition. Based on the current marketing strategy of LT Company, combined with the actual product cases, this paper deeply studies the marketing strategy of NGS products, and comprehensively evaluates the competitive ability and competitive strategy of the company by studying the industry situation of Chinese biotechnology. This paper analyzes and studies the existing marketing problems in the enterprise and suggests that the company develop new marketing strategies on the basis of the existing marketing strategies.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.72;F274

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本文編號(hào)：2393408