移动互联网时代AW基因检测公司营销渠道研究

发布时间：2018-04-01 16:23

本文选题：基因检测　切入点：移动互联网　出处：《西北大学》2016年硕士论文

【摘要】：以基因检测为代表的分子诊断技术飞速发展,产品推陈出新,不断改善着临床诊断和治疗水平,为我们带来了巨大的经济效益和社会效益。同时,互联网及移动互联网已经成为当今商业变革的主题,政府提出了互联网+的战略,要用互联网改造传统产业。因此,如何利用互联网尤其是移动互联网发展自己,是基因检测企业必须思考的问题。本文首先介绍了基因检测的概念,基因检测产业现状,运用管理科学的理论分析了目前基因检测行业的宏观环境,行业竞争者,购买者行为,以及行业的监管法规。分析了基因检测行业的营销渠道现状,传统渠道管理的普遍问题。然后以基因检测公司AW公司为研究对象,介绍了其基本经营情况,具体的产品和服务。阐述了AW公司的营销渠道现状,从直销和分销两方面分析了AW公司传统营销渠道管理的问题,同时结合管理科学的思维提出了AW公司传统营销渠道管理的改进策略。本文重点研究了AW公司基于移动互联网的营销渠道设计和管理策略。首先讨论了AW公司基于现有手机APP平台为营销渠道的管理策略；然后给出了AW公司自主建设手机移动端APP应用的设计方案、管理策略；之后讨论了在APP的基础上结合线下资源及诊疗服务,提出020模式下的服务营销渠道的流程设计和管理；最后描述了在可穿戴式设备等未来其它移动终端的基础上,智慧医疗模式的设计方案。本文对基因检测公司基于移动互联网作为营销渠道的设计管理进行了前瞻性的研究,可以作为基因检测公司开展移动营销的管理参考。
[Abstract]:With the rapid development of molecular diagnostic technology represented by gene detection, new products are emerging, and the level of clinical diagnosis and treatment has been continuously improved, which has brought us great economic and social benefits. The Internet and the mobile Internet have become the theme of today's commercial transformation. The government has put forward the strategy of the Internet to transform traditional industries with the Internet. Therefore, how to use the Internet, especially the mobile Internet, to develop itself, This paper first introduces the concept of gene detection, the current situation of gene detection industry, and analyzes the macro environment, competitors, buyers' behavior of gene detection industry by using the theory of management science. And the regulation and regulations of the industry. This paper analyzes the current situation of the marketing channel of the gene detection industry and the common problems of the traditional channel management. Then taking the gene detection company AW Company as the research object, it introduces its basic management situation. This paper expounds the current situation of AW company's marketing channel, analyzes the problems of AW company's traditional marketing channel management from the aspects of direct marketing and distribution. At the same time, combined with the thinking of management science, this paper puts forward the improvement strategy of AW company's traditional marketing channel management. This paper focuses on the design and management strategy of AW company's marketing channel based on mobile Internet. Firstly, it discusses the AW company's marketing channel design and management strategy. In the existing mobile phone APP platform for the marketing channel management strategy; Then it gives the design scheme and management strategy of APP application of mobile phone in AW company, then discusses the flow design and management of service marketing channel based on APP, combining offline resources and diagnosis and treatment service. Finally, the design scheme of smart medical model based on wearable devices and other future mobile terminals is described. In this paper, the design and management of gene detection companies based on mobile Internet as marketing channel are studied prospectively. Can be used as a gene detection company mobile marketing management reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.72;F274

【参考文献】