【摘要】：隨著中國經(jīng)濟(jì)持續(xù)高速發(fā)展以及醫(yī)院信息化進(jìn)程加快,中國生物技術(shù)市場規(guī)模繼續(xù)保持強(qiáng)勁增長勢頭。2014年6月30日,中國食品藥品監(jiān)督管理總局經(jīng)審查,批準(zhǔn)了第二代基因測序診斷產(chǎn)品注冊。政府、社會(huì)各界高度關(guān)注基因測序診斷產(chǎn)業(yè)發(fā)展,鼓勵(lì)創(chuàng)新、加強(qiáng)服務(wù)。面對眾多國際醫(yī)療巨頭紛紛搶占中國市場,進(jìn)行戰(zhàn)略布局。LT如何把握機(jī)遇,及時(shí)研究市場趨勢,開發(fā)適合中國國情的優(yōu)質(zhì)低價(jià)產(chǎn)品,盡快占領(lǐng)新興市場,籍此迅速提高市場占有率,在競爭中獲得長期優(yōu)勢,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)品市場營銷策略,通過研究中國生物技術(shù)的行業(yè)狀況,綜合評估公司的競爭能力與競爭戰(zhàn)略,對該企業(yè)內(nèi)現(xiàn)存的營銷問題進(jìn)行分析和研究,建議公司在現(xiàn)有營銷策略的基礎(chǔ)上發(fā)展新的營銷策略。
[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】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.72;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 盛文軍,廖曉燕;產(chǎn)品差異化戰(zhàn)略:企業(yè)獲得競爭優(yōu)勢的新途徑[J];當(dāng)代經(jīng)濟(jì)研究;2001年11期

，

本文編號：2393408