IM公司营销策略研究

发布时间：2018-06-02 23:31

本文选题：生物试剂 + 营销环境分析　；参考：《南京农业大学》2015年硕士论文

【摘要】：随着生物技术和生命科学研究不断取得重大突破,生物产业作为21世纪的新兴产业正在全球展开,世界各国纷纷在生物产业提前布局,中国也制定了生物产业发展"十一五"和"十二五"规划。生物产业是以生命科学理论和生物技术为基础而发展的新兴产业,生物试剂是指与生命科学研究相关的生物材料或者有机化合物,生物试剂行业的良妤发展将对生物产业也将起到积极推动作用。因为生物产业重要的战略地位和近些年的快速发展,一些生物试剂行业的国际大企业很多在上世纪八、九十年代就进入中国市场,国内的中小生物试剂企业除了和自己行业的小企业激烈竞争以外,还要和一些国际大牌、国内的一些品牌企业同台竞争,无论在资金还是规模上几乎都无法和他们抗衡,在营销策略上也存在相当大的差距,除了缺乏基本的营销策略理论和实务外,也不清楚营销策略对企业发展的重要性以及如何运用这些理论和工具更好的服务企业,在市场中展开竞争。本文研究的IM公司作为生物试剂行业的一份子,主要从事生物试剂的开发和销售,同样面临着行业的大发展和自身营销策略薄弱的问题。本文通过对营销策略国内外文献及相关资料的查阅和研究,在此基础上分析、总结出营销策略发展历程、现状、趋势、作用、特点、研究的方法、分析的工具等要素,再结合IM公司的实际情况。首先介绍了 IM公司的基本情况和营销策略现状以及存在的问题,然后运用PEST对企业外部环境进行分析,波特五力模型分析行业的竞争环境和竞争对手的情况,在此基础上运用SWOT对企业的外部的机会和威胁,内部的优劣势进行客观、科学的评判,并结合企业自身选择适合的策略;其次运用市场调查的方法具体了解客户的基本信息,满意度,消费的行为和习惯和潜在的需求等;最后运用4PS理论通过对产品、价格、渠道、促销方面的研究制定对应的策略,并通过加强销售、市场人员的队伍建设,提升销售的执行力和企业的服务水平,加强与外部的合作等手段达到解决目前IM公司中遇到的营销策略问题,提升IM公司整体营销策略水平和企业的竞争力。
[Abstract]:With the great breakthrough in biotechnology and life science research, biological industry, as a new industry in the 21st century, is being developed all over the world, and many countries in the world have laid out the biological industry ahead of schedule. China has also formulated the eleventh five-year plan and the 12-year plan for the development of the biological industry. Biological industry is a new industry developed on the basis of life science theory and biotechnology. Biological reagent refers to biological materials or organic compounds related to life science research. The development of biological reagent industry will also play an active role in promoting biological industry. Because of the important strategic position of the biological industry and the rapid development in recent years, many large international enterprises in the biological reagent industry entered the Chinese market in the 1980s and 1990s. In addition to fierce competition with small and medium-sized biological reagent enterprises in their own industries, domestic small and medium-sized biological reagents enterprises have to compete with some big international brands, and some domestic brand enterprises can hardly compete with them in terms of capital or scale. In addition to the lack of basic marketing strategy theory and practice, the importance of marketing strategy to the development of enterprises and how to use these theories and tools to better serve enterprises is not clear. Compete in the market. As a part of the biological reagent industry, IM Company, which is mainly engaged in the development and sale of biological reagents, also faces the problems of the great development of the industry and the weakness of its own marketing strategy. Based on the reference and study of domestic and foreign literature and related materials on marketing strategy, this paper summarizes the development course, current situation, trend, function, characteristics, research methods, analysis tools and other elements of marketing strategy, such as the development of marketing strategy, the current situation, the trend, the function, the characteristic, the research method, the analysis tool and so on. Combine the actual situation of IM company again. This paper first introduces the basic situation of IM company, the current situation of marketing strategy and the existing problems, then analyzes the external environment of the enterprise by using PEST, and analyzes the competition environment and competitors' situation of the industry by Porter's five-force model. On this basis, we use SWOT to objectively and scientifically judge the external opportunities and threats, evaluate the internal advantages and disadvantages, and combine with the enterprise itself to choose the appropriate strategy. Secondly, we use the method of market research to understand the basic information of customers. Satisfaction, behavior and habits of consumption and potential demand, etc. Finally, through the research of product, price, channel and promotion, 4PS theory is used to formulate corresponding strategies, and to strengthen the team building of sales and marketing personnel. To improve the executive power of sales and the service level of enterprises, strengthen the cooperation with the outside and other means to solve the current IM company encountered in the marketing strategy problems, enhance the overall marketing strategy level of IM company and the competitiveness of the enterprise.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.7

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