發(fā)布時間：2023-07-30 17:14

　　近年來,為了推進產(chǎn)業(yè)結(jié)構(gòu)升級,國家支持“專精特新”中小企業(yè),出臺了一系列政策。包括創(chuàng)業(yè)型企業(yè)在內(nèi)的中小微企業(yè)雇傭了近80%的勞動力,在解決社會就業(yè)及扶持地方經(jīng)濟上有著關(guān)鍵影響。創(chuàng)業(yè)型企業(yè)的生命周期之短被廣為討論,但對于市場定位在創(chuàng)業(yè)型企業(yè)發(fā)展中的研究案例卻比較少見。新冠病毒戰(zhàn)疫過程暴露了醫(yī)用冷鏈運輸行業(yè)的短板,盡管再生醫(yī)學和細胞產(chǎn)業(yè)的市場穩(wěn)步增長,但生物制品﹣196℃物流市場目前仍遠遠落后,新興產(chǎn)業(yè)的發(fā)展契機更待突破�！皩＞匦隆敝行∑髽I(yè)投身新興市場謀求發(fā)展,然而成為“小巨人”的機遇之下,卻也挑戰(zhàn)及困難重重。發(fā)展一個成功的企業(yè)最重要的先決條件是識別和定義市場。企業(yè)在初創(chuàng)時期的失敗,往往是在市場細分中定位的失敗。天九是一家高企,目前正在開發(fā)生物制品﹣196℃物流新業(yè)務(wù)。然而,對銷售團隊來說,尋找目標市場的過程充滿挑戰(zhàn)。其最初選擇的高�？蒲袡C構(gòu)這一市場的需求過于分散,客戶開發(fā)成本過高,導(dǎo)致了業(yè)務(wù)停滯、虧損。在此發(fā)展之攸關(guān),天九需要一個綜合的市場定位戰(zhàn)略來幫助其渡過難關(guān)�；诶铒w的市場定位鉆石模型獨特的指導(dǎo)框架,本文旨在分析天九面臨的市場定位問題,探索創(chuàng)業(yè)型企業(yè)可持續(xù)發(fā)展的綜合市場定位戰(zhàn)略。...

【文章頁數(shù)】：90 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
    1.1 Research background
    1.2 Research purpose and significance
    1.3 Research methods
    1.4 Research content and framework
2 Literature Review
    2.1 Main concepts
        2.1.1 Entrepreneurial enterprise
        2.1.2 Pharmaceutical cold chain
        2.1.3 -196℃biologics'logistics
        2.1.4 Market positioning in this article
    2.2 Related literature
        2.2.1 Status quo of foreign research
        2.2.2 Current status of domestic research
    2.3 Market positioning theory and a brief review of literature
    2.4 Comprehensive model of competitive positioning strategy
3 Case Description
    3.1 Introduction of Tingo Company
    3.2 Introduction and operation status of-196℃ biologics' logistics business
    3.3 Problem focus of the -196℃biologics' logistics
4 Case Analysis
    4.1 SWOT Analysis of Tingo
        4.1.1 S(strengths)
        4.1.2 W(weaknesses)
        4.1.3 O(opportunities)
        4.1.4 T(threats)
        4.1.5 SWOT Matrix
    4.2 Market Positioning Analysis of Tingo
        4.2.1 The First Step:Finding the Target Markets Analysis(“zhaowei”找位 in Chinese)
        4.2.2 The Second Step:Market Positioning Analysis(“xuanwei”選位 in Chinese)
        4.2.3 The Third Step:Marketing-mix(7Ps) Analysis(“daowei” 到位 in Chinese)
        4.2.4 Tingo's 7Ps Strategy
5 Conclusion
    5.1 Main conclusions
    5.2 The limitations and prospects of the thesis research
References
AppendixⅠ
AppendixⅡ
AppendixⅢ



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