S生物技术公司品牌推广策略研究
发布时间：2021-06-18 09:21
目前,在国内探讨医院外的基因检测技术服务公司品牌研究还不多,因此进行拥有独立医学实验室的生物技术公司的品牌战略研究,对国内基因检测生物技术公司的品牌价值提高具有重要的理论价值和实践意义。本文以医疗诊断行业为背景,以S公司为研究对象,以品牌战略营销理论为指导,深入访谈调查并收集第一手资料和数据,运用问卷调查法、案例分析法、文献归纳法等方法,对得出的统计数据进行处理分析,运用SWOT分析、PEST分析工具等,对S公司品牌战略营销面临的环境与优劣势进行了分析系统深入的研究。本文以S公司的品牌战略体系作为研究对象。首先,对国内外相关研究成果进行了文献归纳,整理出关于品牌战略,品牌营销的文献相关。在此基础上,介绍了S公司医疗品牌现状,案例介绍,剖析了目前S公司医疗产品在精准医疗市场品牌推广过程中所遇到的问题,并给出公司在设计、实施品牌推广策略的理论指导。其次,本文重点分析了S公司在中国的发展历程及其竞争环境状况。通过调查问卷分析,对S公司内部的优劣势进行了微观分析,并对整个中国精准医疗市场进行了宏观环境分析,找到了S公司的市场机会所在。最后通过SWOT分析矩阵对其品牌的竞争环境进行了全面分析。最...
【文章来源】：广东外语外贸大学广东省
【文章页数】：82 页
【学位级别】：硕士
【文章目录】：
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公司液体活检产品使用调查问卷
【参考文献】：
期刊论文
[1]第二代测序技术在肿瘤诊疗中的应用及其价值与风险[J]. 樊绮诗,吴蓓颖. 检验医学. 2017(04)
[2]肿瘤基因突变检测的现状与进展[J]. 钟焱,佘金文,夏小艳. 中国卫生产业. 2016(09)
[3]新一代测序技术在食品微生物学中的应用[J]. 韩齐,李媛媛,孙方达,孔保华,陈倩. 食品工业. 2016(01)
[4]中小企业品牌形象提升策略研究[J]. 成家利. 商. 2015(26)
[5]2013年临床肿瘤学重大进展——美国临床肿瘤学会年度报告[J]. 苟兰英,高红飞,韩解非,林俊涛,李巍,娄娜娜,孙慧文,张琪,张秋怡,吴一龙. 循证医学. 2014(01)
[6]谈学术营销在医药营销中的运用[J]. 李彦. 现代经济信息. 2011(23)
[7]融媒时代摄影记者的机遇及挑战[J]. 潘元金. 新闻爱好者. 2009(24)
[8]品牌学实践教学方法改革构想[J]. 宋春颖,李志萍. 辽宁工学院学报(社会科学版). 2007(06)
[9]我国医药企业的品牌战略研究[J]. 郭莹,郭晶,杨亮,饶凯. 中国药房. 2006(11)
[10]浅议事件营销策略[J]. 魏立尧,陈凯. 商业时代. 2005(27)
博士论文
[1]影响标记辅助导入效率的因素研究[D]. 白俊艳.中国农业大学 2005
硕士论文
[1]我国基因检测技术的发展应用研究[D]. 李晓一.天津大学 2014
[2]M公司医疗产品品牌推广策略[D]. 孙睿.河北工业大学 2013
[3]中国民族商品交易会品牌推广策略研究[D]. 郝骏韬.内蒙古大学 2011
本文编号：3236403
【文章来源】：广东外语外贸大学广东省
【文章页数】：82 页
【学位级别】：硕士
【文章目录】：
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公司液体活检产品使用调查问卷
【参考文献】：
期刊论文
[1]第二代测序技术在肿瘤诊疗中的应用及其价值与风险[J]. 樊绮诗,吴蓓颖. 检验医学. 2017(04)
[2]肿瘤基因突变检测的现状与进展[J]. 钟焱,佘金文,夏小艳. 中国卫生产业. 2016(09)
[3]新一代测序技术在食品微生物学中的应用[J]. 韩齐,李媛媛,孙方达,孔保华,陈倩. 食品工业. 2016(01)
[4]中小企业品牌形象提升策略研究[J]. 成家利. 商. 2015(26)
[5]2013年临床肿瘤学重大进展——美国临床肿瘤学会年度报告[J]. 苟兰英,高红飞,韩解非,林俊涛,李巍,娄娜娜,孙慧文,张琪,张秋怡,吴一龙. 循证医学. 2014(01)
[6]谈学术营销在医药营销中的运用[J]. 李彦. 现代经济信息. 2011(23)
[7]融媒时代摄影记者的机遇及挑战[J]. 潘元金. 新闻爱好者. 2009(24)
[8]品牌学实践教学方法改革构想[J]. 宋春颖,李志萍. 辽宁工学院学报(社会科学版). 2007(06)
[9]我国医药企业的品牌战略研究[J]. 郭莹,郭晶,杨亮,饶凯. 中国药房. 2006(11)
[10]浅议事件营销策略[J]. 魏立尧,陈凯. 商业时代. 2005(27)
博士论文
[1]影响标记辅助导入效率的因素研究[D]. 白俊艳.中国农业大学 2005
硕士论文
[1]我国基因检测技术的发展应用研究[D]. 李晓一.天津大学 2014
[2]M公司医疗产品品牌推广策略[D]. 孙睿.河北工业大学 2013
[3]中国民族商品交易会品牌推广策略研究[D]. 郝骏韬.内蒙古大学 2011
本文编号：3236403
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