PA药业公司宠物业务合作营销模式研究

发布时间：2018-01-25 03:09

本文关键词： 宠物业务合作营销竞争优势　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的不断深入、科学技术的迅猛发展、互联网对社会生活的颠覆性影响以及企业间竞争程度的进一步加剧等一系列环境的变化,企业需要找到新的更加适应经济和社会发展需求的营销模式以构建持续的竞争优势。合作营销正是在这样的时代背景下应运而生的,作为21世纪营销理论中最重要的理念,它具有很多明显的优势,已成为企业实现销售收入和利润、开发新品、实现企业扩张、开拓新市场的主要营销方式,是许多企业获得持续的竞争优势的动力。本文以兽药行业中的PA药业公司宠物业务为研究对象,通过对大量中英文资料的参阅、整理和分析,清晰理解合作营销的含义,并运用竞争战略理论、企业核心能力理论、价值链理论、交易成本理论、博弈论等相关理论,同时结合案例研究,分析宠物药品行业的营销特点和未来行业发展趋势,提出了几种可能的宠物药品业务合作营销模式。本文的创新之处有:第一,不是以单一的某个维度,而是以PA药业公司宠物业务为例,将营销组合4P理论(产品、渠道、价格和促销)与纵横向合作营销方式相结合,从广度和深度两个维度对构建宠物制药企业合作营销模式做了积极的探讨。第二,线上购物已成主流,而宠物制药企业线上销售渠道仍处萌芽阶段,尝试构建宠物制药企业线上销售渠道营销模式,为同行业其他企业未来开辟线上销售提供参考。
[Abstract]:With the deepening of economic globalization, the rapid development of science and technology, the subversive impact of the Internet on social life and the further intensification of competition among enterprises a series of environmental changes. Enterprises need to find a new marketing model to meet the needs of economic and social development in order to build a sustained competitive advantage. As the most important concept in the marketing theory in 21th century, it has many obvious advantages. It has become the main marketing method for enterprises to realize sales income and profit, to develop new products, to realize enterprise expansion and to open up new markets. This article takes the pet business of PA pharmaceutical company in veterinary medicine industry as the research object, through consulting, collating and analyzing a lot of Chinese and English materials. Clearly understand the meaning of cooperative marketing, and use competitive strategy theory, enterprise core competence theory, value chain theory, transaction cost theory, game theory and other relevant theories, combined with a case study. This paper analyzes the marketing characteristics of the pet medicine industry and the development trend of the future industry, and puts forward several possible cooperative marketing models of pet medicine business. The innovations of this paper are: first, it is not a single dimension. Instead, take the pet business of PA Pharmaceutical Company as an example, combine the marketing combination 4P theory (product, channel, price and promotion) with the vertical and horizontal cooperative marketing mode. From the breadth and depth of the two dimensions of the construction of pet pharmaceutical enterprises to actively explore the cooperative marketing model. Second, online shopping has become the mainstream, and pet pharmaceutical enterprises online sales channels are still in the embryonic stage. This paper attempts to construct the online sales channel marketing model of pet pharmaceutical enterprises, which provides reference for other enterprises in the same industry to open up online sales in the future.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.72

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