LT公司二代基因测序产品的中国市场营销战略研究
发布时间：2018-12-27 17:59
【摘要】：随着中国经济持续高速发展以及医院信息化进程加快,中国生物技术市场规模继续保持强劲增长势头。2014年6月30日,中国食品药品监督管理总局经审查,批准了第二代基因测序诊断产品注册。政府、社会各界高度关注基因测序诊断产业发展,鼓励创新、加强服务。面对众多国际医疗巨头纷纷抢占中国市场,进行战略布局。LT如何把握机遇,及时研究市场趋势,开发适合中国国情的优质低价产品,尽快占领新兴市场,籍此迅速提高市场占有率,在竞争中获得长期优势,这己经是需要解决的重要问题。本文以LT公司现行的营销策略为基础,结合公司实际产品的案例,深入研究了NGS产品市场营销策略,通过研究中国生物技术的行业状况,综合评估公司的竞争能力与竞争战略,对该企业内现存的营销问题进行分析和研究,建议公司在现有营销策略的基础上发展新的营销策略。
[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.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
本文编号：2393408
[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.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274
【参考文献】
相关期刊论文 前1条
1 盛文军,廖晓燕;产品差异化战略:企业获得竞争优势的新途径[J];当代经济研究;2001年11期
，本文编号：2393408
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