捷安公司西北区域营销策略研究

发布时间：2018-02-07 17:22

本文关键词： 分析仪器营销策略 SWOT分析 4P理论　出处：《兰州大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,国内食品安全、环境污染问题日益频发,对此,中央政府各部委和各省市的分析检测单位对实验室的投入力度逐步加大,分析检测仪器需求量增大,分析检测仪器市场增长迅速。分析检测仪器正在朝着更高的灵敏度、更低的检出限、更高的准确率、更快的分析速度、更低的检测成本、更专业化、智能化、自动化、简便的操作系统等新的方向发展。随着分析仪器事业的蓬勃进步和分析仪器仪器本身的特色,会偏向当做成一个单独的科学仪器类别,将其从原先的解析仪器中划分出去。如今,跨国企业以及中国本地的企业,在分析仪器仪器方面的探究进行很多,但是在对营销途径方案的探究相对不高。捷安公司的前身是惠普公司分析仪器部,自惠普公司1985年进入中国,其分析仪器作为分析化学的重要手段被科研及检测工作者大量使用。捷安公司的气相色谱仪(GC),气相色谱质谱联用仪(GC-MS),液相色谱仪(HPLC),液相色谱质谱联用仪(LC-MS),紫外分光光度计(UV)等被广泛应用于石油化工,生命科学,食品药品安全,环境保护等领域。随着客户需求更加多元化以及市场竞争加剧,捷安公司在销售方面遇到瓶颈。因此,在当前形势下,制定一套具有针对性和前瞻性的营销策略成为当务之急。论文以捷安公司西北区域分析仪器业务营销策略为研究主题,结合行业的背景分析,指出该业务在西北区域营销面临的销售收入增长缓慢,市场占有率下降的问题,对捷安公司西北区域内外部各项因素,尤其是内部优势和劣势,外部的机会和挑战进行分析诊断,基于营销4P理论给出产品、价格、渠道以及促销等四个方面的营销策略,最后提出营销策略得以顺利实施的保障措施。
[Abstract]:In recent years, domestic food safety and environmental pollution problems have become increasingly frequent. As for this, the central government ministries and commissions and the analysis and testing units of provinces and cities have gradually increased their investment in laboratories, and the demand for analytical testing instruments has increased. The market for analytical and testing instruments is growing rapidly. Analysis and testing instruments are moving towards higher sensitivity, lower detection limits, higher accuracy, faster analysis speed, lower detection costs, more specialized, intelligent, automated, New directions such as simple operating systems. With the booming development of analytical instrumentation and the characteristics of analytical instruments themselves, they tend to become a separate category of scientific instruments. Now multinationals, as well as local companies in China, do a lot of research on analytics. But the search for a marketing approach is relatively modest. The company's predecessor, Hewlett-Packard Analytical Instruments, has been in China since 1985, when Hewlett-Packard entered China. As an important means of analytical chemistry, the analytical instrument has been widely used by scientific research and inspection workers. Gas chromatograph (GC), gas chromatography-mass spectrometry (GC-MSX), liquid chromatograph (HPLC), liquid chromatography-mass spectrometry (LC-MS), ultraviolet spectrum (UV). Photometer (UV) is widely used in petrochemical industry. Life science, food and drug safety, environmental protection and other fields. As customers' needs become more diversified and market competition intensifies, Jeon has encountered bottlenecks in sales. Therefore, in the current situation, It is urgent to formulate a set of targeted and forward-looking marketing strategies. It is pointed out that the sales revenue and market share of the business in Northwest region are increasing slowly, and the internal and external factors, especially the internal advantages and disadvantages, are brought to bear on the internal and external factors, especially the internal advantages and disadvantages. The external opportunities and challenges are analyzed and diagnosed. Based on the marketing 4p theory, the marketing strategies of product, price, channel and promotion are given. Finally, the guarantee measures for the successful implementation of the marketing strategy are put forward.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.4

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