發(fā)布時間：2018-06-02 23:31

  本文選題：生物試劑 + 營銷環(huán)境分析��； 參考：《南京農(nóng)業(yè)大學(xué)》2015年碩士論文

【摘要】：隨著生物技術(shù)和生命科學(xué)研究不斷取得重大突破,生物產(chǎn)業(yè)作為21世紀(jì)的新興產(chǎn)業(yè)正在全球展開,世界各國紛紛在生物產(chǎn)業(yè)提前布局,中國也制定了生物產(chǎn)業(yè)發(fā)展"十一五"和"十二五"規(guī)劃。生物產(chǎn)業(yè)是以生命科學(xué)理論和生物技術(shù)為基礎(chǔ)而發(fā)展的新興產(chǎn)業(yè),生物試劑是指與生命科學(xué)研究相關(guān)的生物材料或者有機化合物,生物試劑行業(yè)的良妤發(fā)展將對生物產(chǎn)業(yè)也將起到積極推動作用。因為生物產(chǎn)業(yè)重要的戰(zhàn)略地位和近些年的快速發(fā)展,一些生物試劑行業(yè)的國際大企業(yè)很多在上世紀(jì)八、九十年代就進入中國市場,國內(nèi)的中小生物試劑企業(yè)除了和自己行業(yè)的小企業(yè)激烈競爭以外,還要和一些國際大牌、國內(nèi)的一些品牌企業(yè)同臺競爭,無論在資金還是規(guī)模上幾乎都無法和他們抗衡,在營銷策略上也存在相當(dāng)大的差距,除了缺乏基本的營銷策略理論和實務(wù)外,也不清楚營銷策略對企業(yè)發(fā)展的重要性以及如何運用這些理論和工具更好的服務(wù)企業(yè),在市場中展開競爭。本文研究的IM公司作為生物試劑行業(yè)的一份子,主要從事生物試劑的開發(fā)和銷售,同樣面臨著行業(yè)的大發(fā)展和自身營銷策略薄弱的問題。本文通過對營銷策略國內(nèi)外文獻及相關(guān)資料的查閱和研究,在此基礎(chǔ)上分析、總結(jié)出營銷策略發(fā)展歷程、現(xiàn)狀、趨勢、作用、特點、研究的方法、分析的工具等要素,再結(jié)合IM公司的實際情況。首先介紹了 IM公司的基本情況和營銷策略現(xiàn)狀以及存在的問題,然后運用PEST對企業(yè)外部環(huán)境進行分析,波特五力模型分析行業(yè)的競爭環(huán)境和競爭對手的情況,在此基礎(chǔ)上運用SWOT對企業(yè)的外部的機會和威脅,內(nèi)部的優(yōu)劣勢進行客觀、科學(xué)的評判,并結(jié)合企業(yè)自身選擇適合的策略;其次運用市場調(diào)查的方法具體了解客戶的基本信息,滿意度,消費的行為和習(xí)慣和潛在的需求等;最后運用4PS理論通過對產(chǎn)品、價格、渠道、促銷方面的研究制定對應(yīng)的策略,并通過加強銷售、市場人員的隊伍建設(shè),提升銷售的執(zhí)行力和企業(yè)的服務(wù)水平,加強與外部的合作等手段達到解決目前IM公司中遇到的營銷策略問題,提升IM公司整體營銷策略水平和企業(yè)的競爭力。
[Abstract]:With the great breakthrough in biotechnology and life science research, biological industry, as a new industry in the 21st century, is being developed all over the world, and many countries in the world have laid out the biological industry ahead of schedule. China has also formulated the eleventh five-year plan and the 12-year plan for the development of the biological industry. Biological industry is a new industry developed on the basis of life science theory and biotechnology. Biological reagent refers to biological materials or organic compounds related to life science research. The development of biological reagent industry will also play an active role in promoting biological industry. Because of the important strategic position of the biological industry and the rapid development in recent years, many large international enterprises in the biological reagent industry entered the Chinese market in the 1980s and 1990s. In addition to fierce competition with small and medium-sized biological reagent enterprises in their own industries, domestic small and medium-sized biological reagents enterprises have to compete with some big international brands, and some domestic brand enterprises can hardly compete with them in terms of capital or scale. In addition to the lack of basic marketing strategy theory and practice, the importance of marketing strategy to the development of enterprises and how to use these theories and tools to better serve enterprises is not clear. Compete in the market. As a part of the biological reagent industry, IM Company, which is mainly engaged in the development and sale of biological reagents, also faces the problems of the great development of the industry and the weakness of its own marketing strategy. Based on the reference and study of domestic and foreign literature and related materials on marketing strategy, this paper summarizes the development course, current situation, trend, function, characteristics, research methods, analysis tools and other elements of marketing strategy, such as the development of marketing strategy, the current situation, the trend, the function, the characteristic, the research method, the analysis tool and so on. Combine the actual situation of IM company again. This paper first introduces the basic situation of IM company, the current situation of marketing strategy and the existing problems, then analyzes the external environment of the enterprise by using PEST, and analyzes the competition environment and competitors' situation of the industry by Porter's five-force model. On this basis, we use SWOT to objectively and scientifically judge the external opportunities and threats, evaluate the internal advantages and disadvantages, and combine with the enterprise itself to choose the appropriate strategy. Secondly, we use the method of market research to understand the basic information of customers. Satisfaction, behavior and habits of consumption and potential demand, etc. Finally, through the research of product, price, channel and promotion, 4PS theory is used to formulate corresponding strategies, and to strengthen the team building of sales and marketing personnel. To improve the executive power of sales and the service level of enterprises, strengthen the cooperation with the outside and other means to solve the current IM company encountered in the marketing strategy problems, enhance the overall marketing strategy level of IM company and the competitiveness of the enterprise.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.7

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