T公司化学分析仪器中国市场营销策略研究

发布时间：2018-03-01 06:36

本文关键词： 分析仪器市场营销营销组合策略　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：化学分析仪器在许多领域都有广泛的应用,涵盖工业、农业、教育、国防等各个方面,代表着国家科学技术的进步,关系着国计民生。近年中国的医疗健康、食品安全、环境污染等问题的严重,使化学分析仪器越来越走进公众的视野,中国要想解决这些民生问题,离不开化学分析仪器,化学分析仪器的市场发展空间巨大。随着中国经济及科技实力的发展,中国的化学分析仪器市场也发生了翻天覆地的变化,市场需求急剧增加的同时,市场竞争也愈加激烈。本文以T公司化学分析仪器在中国市场营销活动为研究对象,结合市场营销的相关理论,首先用SWOT分析法分析和探讨了T公司在中国的市场营销环境及化学分析仪器产品,对T公司化学分析仪器产品在中国市场的优势、劣势、面临的机遇和挑战做出客观的评价和分析。其次,对T公司化学分析仪器在中国现行的市场营销策略进行研究:使用STP方法分析找出T公司化学分析仪器中国市场定位存在的问题并做了市场细分和重新定位。再次,从4P理论的角度分析T公司营销策略的不足,如产品组合深度不足、产品更新缓慢;价格策略不灵活;渠道控制管理不够;鲜有促销政策等。最后,针对T公司中国化学分析仪器营销模式实施中存在的问题提出如下改进建议:首先,增加产品深度、加强品牌建设;其次,制定层次分明的价格组合;再次,加强直销控制和货物物流管理;最后,增加促销方案。本文根据T公司自身发展的需要,从应对市场竞争挑战的角度提出了相应的市场营销策略及改善建议,希望对T公司市场营销策略的制定提供帮助,同时为分析仪器行业其他公司的营销策略制定提供参考。
[Abstract]:Chemical analysis instruments have been widely used in many fields, including industry, agriculture, education, national defense, etc. They represent the progress of national science and technology and affect the national economy and people's livelihood. In recent years, China's medical care and health, food safety, The serious problems such as environmental pollution have made chemical analysis instruments more and more visible to the public. If China wants to solve these livelihood problems, it cannot do without chemical analysis instruments. With the development of China's economy and scientific and technological strength, the market of chemical analysis instruments has also undergone tremendous changes, and the market demand has increased dramatically at the same time. The market competition is becoming more and more intense. This paper takes the chemical analysis instrument of T Company in China as the research object, and combines the relevant theory of marketing. Firstly, this paper analyzes and discusses T Company's marketing environment and chemical analysis instrument products in China by using SWOT analysis method, and analyzes the advantages and disadvantages of T company chemical analysis instrument products in China market. The opportunities and challenges faced by them are evaluated and analyzed objectively. Secondly, This paper studies the current marketing strategy of chemical analysis instrument of T Company in China: using STP method to analyze and find out the problems existing in the market positioning of chemical analysis instrument of T Company in China, and make market segmentation and repositioning. From the perspective of 4P theory, this paper analyzes the shortcomings of T Company's marketing strategy, such as insufficient product combination depth, slow product renewal, inflexible price strategy, insufficient channel control management, lack of promotion policy, etc. Finally, In view of the problems existing in the implementation of the marketing model of Chinese chemical analysis instruments in T Company, the following suggestions are put forward: first, to increase product depth and strengthen brand building; secondly, to formulate a hierarchical price combination; thirdly, Strengthening the direct selling control and goods logistics management, finally, increasing the promotion scheme. According to the needs of T company's own development, this paper puts forward the corresponding marketing strategy and improvement suggestions from the angle of meeting the market competition challenge. This paper hopes to provide help for T company to make marketing strategy, and to provide reference for analysis of other companies in instrument industry.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.4

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