天九超低温物流业务的市场定位战略研究

发布时间：2023-07-30 17:14

　　近年来,为了推进产业结构升级,国家支持“专精特新”中小企业,出台了一系列政策。包括创业型企业在内的中小微企业雇佣了近80%的劳动力,在解决社会就业及扶持地方经济上有着关键影响。创业型企业的生命周期之短被广为讨论,但对于市场定位在创业型企业发展中的研究案例却比较少见。新冠病毒战疫过程暴露了医用冷链运输行业的短板,尽管再生医学和细胞产业的市场稳步增长,但生物制品﹣196℃物流市场目前仍远远落后,新兴产业的发展契机更待突破。“专精特新”中小企业投身新兴市场谋求发展,然而成为“小巨人”的机遇之下,却也挑战及困难重重。发展一个成功的企业最重要的先决条件是识别和定义市场。企业在初创时期的失败,往往是在市场细分中定位的失败。天九是一家高企,目前正在开发生物制品﹣196℃物流新业务。然而,对销售团队来说,寻找目标市场的过程充满挑战。其最初选择的高校科研机构这一市场的需求过于分散,客户开发成本过高,导致了业务停滞、亏损。在此发展之攸关,天九需要一个综合的市场定位战略来帮助其渡过难关。基于李飞的市场定位钻石模型独特的指导框架,本文旨在分析天九面临的市场定位问题,探索创业型企业可持续发展的综合市场定位战略。...

【文章页数】：90 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
    1.1 Research background
    1.2 Research purpose and significance
    1.3 Research methods
    1.4 Research content and framework
2 Literature Review
    2.1 Main concepts
        2.1.1 Entrepreneurial enterprise
        2.1.2 Pharmaceutical cold chain
        2.1.3 -196℃biologics'logistics
        2.1.4 Market positioning in this article
    2.2 Related literature
        2.2.1 Status quo of foreign research
        2.2.2 Current status of domestic research
    2.3 Market positioning theory and a brief review of literature
    2.4 Comprehensive model of competitive positioning strategy
3 Case Description
    3.1 Introduction of Tingo Company
    3.2 Introduction and operation status of-196℃ biologics' logistics business
    3.3 Problem focus of the -196℃biologics' logistics
4 Case Analysis
    4.1 SWOT Analysis of Tingo
        4.1.1 S(strengths)
        4.1.2 W(weaknesses)
        4.1.3 O(opportunities)
        4.1.4 T(threats)
        4.1.5 SWOT Matrix
    4.2 Market Positioning Analysis of Tingo
        4.2.1 The First Step:Finding the Target Markets Analysis(“zhaowei”找位 in Chinese)
        4.2.2 The Second Step:Market Positioning Analysis(“xuanwei”选位 in Chinese)
        4.2.3 The Third Step:Marketing-mix(7Ps) Analysis(“daowei” 到位 in Chinese)
        4.2.4 Tingo's 7Ps Strategy
5 Conclusion
    5.1 Main conclusions
    5.2 The limitations and prospects of the thesis research
References
AppendixⅠ
AppendixⅡ
AppendixⅢ



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