M生物科技有限公司动物疫苗市场营销策略研究
发布时间：2018-08-24 17:00
【摘要】：近年来,国家大力支持动物疫苗行业发展。自2006年至今,国家各部委和地方政府先后出台了多项支持生物产业、现代兽药和动物疫苗发展的规划指导性文件,政策的出台促使动物疫苗市场需求大增,这为M生物科技有限公司带来了难得的发展机遇。同时,激烈的市场竞争,也对M生物科技有限公司的营销策略提出了更高的要求。如何将市场营销理论与实际相结合在宁夏市场开拓更大的市场份额,已经成为该企业当前发展必须解决的问题。本文以M生物科技有限公司为研究对象,结合市场营销相关理论,客观分析M生物科技有限公司在宁夏市场的营销环境。运用SWOT分析法分析了 M生物科技有限公司所面临的竞争优势、竞争劣势、机会和风险。结合4P理论,进一步综合分析M生物科技有限公司当前的营销现状,总结出M生物科技有限公司在产品策略、价格策略、渠道策略和促销策略方面的问题。继而提出,M生物科技公司必须从宁夏市场实际出发,进行市场细分,目标市场选择和在目标市场上制定差异化的营销组合策略,主要从产品、价格、渠道、促销四个方面来进行完善。为保证营销策略的有效实施,本文提出重组组织架构,加强营销队伍建设、加强信息技术方面保障三项保障措施。
[Abstract]:In recent years, the state has vigorously supported the development of animal vaccine industry. Since 2006, various national ministries and local governments have issued many planning and guidance documents to support the development of biological industry, modern veterinary drugs and animal vaccines. The introduction of the policy has greatly increased the demand for animal vaccines in the market. This brings rare development opportunity for M Biotech Co., Ltd. At the same time, the fierce market competition, also put forward higher requirements to M Biotechnology Co., Ltd.'s marketing strategy. How to combine marketing theory with practice in Ningxia market to develop a larger market share has become the current development of the enterprise must solve the problem. In this paper, M Biotech Co., Ltd. is taken as the research object, and the marketing environment of M Biotech Co., Ltd. in Ningxia is analyzed objectively. The competitive advantages, competitive disadvantages, opportunities and risks faced by M Biotech Co., Ltd are analyzed by using SWOT analysis method. Combined with 4P theory, the current marketing situation of M Biotech Co., Ltd is analyzed synthetically, and the problems in product strategy, price strategy, channel strategy and promotion strategy are summarized. Then it is proposed that the company must proceed from the reality of Ningxia market, carry out market segmentation, select the target market and formulate differentiated marketing mix strategies in the target market, mainly from the products, prices, channels. Four aspects of promotion to improve. In order to ensure the effective implementation of marketing strategy, this paper puts forward three safeguard measures: reorganizing the organizational structure, strengthening the construction of marketing team and strengthening the information technology guarantee.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
本文编号：2201449
[Abstract]:In recent years, the state has vigorously supported the development of animal vaccine industry. Since 2006, various national ministries and local governments have issued many planning and guidance documents to support the development of biological industry, modern veterinary drugs and animal vaccines. The introduction of the policy has greatly increased the demand for animal vaccines in the market. This brings rare development opportunity for M Biotech Co., Ltd. At the same time, the fierce market competition, also put forward higher requirements to M Biotechnology Co., Ltd.'s marketing strategy. How to combine marketing theory with practice in Ningxia market to develop a larger market share has become the current development of the enterprise must solve the problem. In this paper, M Biotech Co., Ltd. is taken as the research object, and the marketing environment of M Biotech Co., Ltd. in Ningxia is analyzed objectively. The competitive advantages, competitive disadvantages, opportunities and risks faced by M Biotech Co., Ltd are analyzed by using SWOT analysis method. Combined with 4P theory, the current marketing situation of M Biotech Co., Ltd is analyzed synthetically, and the problems in product strategy, price strategy, channel strategy and promotion strategy are summarized. Then it is proposed that the company must proceed from the reality of Ningxia market, carry out market segmentation, select the target market and formulate differentiated marketing mix strategies in the target market, mainly from the products, prices, channels. Four aspects of promotion to improve. In order to ensure the effective implementation of marketing strategy, this paper puts forward three safeguard measures: reorganizing the organizational structure, strengthening the construction of marketing team and strengthening the information technology guarantee.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
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