联系我们

论文查询结果	返回搜索

论文编号：	10624
作者编号：	2120163277
上传时间：	2018/12/7 15:38:14
中文题目：	面向中医药企业互联网营销决策的竞争情报模式研究——以A公司为例
英文题目：	Research on Competitive Intelligence Model for Internet Marketing Decision of Chinese Medicine Enterprises——Taking Company A as an Example
指导老师：	王知津
中文关键字：	中医药企业；互联网营销决策；竞争情报模式
英文关键字：	Traditional Chinese medicine enterprise; Internet marketing decision; Competitive intelligence model
中文摘要：	本文通过对竞争情报、互联网营销以及竞争情报和营销在中医药企业中应用的相关理论与文献进行分析研究，据此对竞争情报和互联网营销在A中药产业有限公司中的实际应用进行分析研究。本文对A中药产业有限公司的概况和宏观竞争环境、行业竞争态势等竞争环境进行了分析，并对公司的员工和管理人员进行了半结构化访谈，明确了A公司现有互联网营销决策模式的不足之处，从而为A公司构建出一个合理可用的面向互联网营销决策的竞争情报模式，同时提出一定的互联网营销策略改进建议。希望能够帮助A公司更系统、有针对性地对其竞争对手及医药行业的情报信息进行搜集分析，制定出切实可行、有效的互联网营销策略，从而提高企业核心竞争力、竞争优势以及产品销量。论文的第一章主要对整个研究的背景、目的、意义、研究内容与方法、以及创新点进行概述；第二章主要对互联网营销、竞争情报以及中医药企业应用的相关理论进行概述；第三章主要对A中药产业有限公司进行实证研究，分析A公司现有互联网营销决策模式的不足之处，为A公司构建出一个合理可用的面向互联网营销决策的竞争情报模式，同时提出一定的互联网营销策略改进建议；第四章主要总结了整篇论文的研究结论、研究局限性以及研究展望。 A公司现有互联网营销决策模式的不足之处在于，互联网营销情报搜集渠道过于单一，对整个行业竞争态势缺乏了解，未对竞争对手的实时动态进行跟踪，未关注目标顾客的消费属性研究，品牌建设比较薄弱，现有电商销售渠道涵盖范围较窄，以及未对市场上新型的互联网营销方式进行调研。最终构建出的面向A公司互联网营销决策的竞争情报模式包括了四个部分，分别是情报搜集、信息分类、情报分析和营销策略制定。情报搜集的实施流程是：从两个方面对互联网营销竞争情报进行搜集，分别是公司内部和互联网。公司内部渠道主要包括中药研发中心、财务部、中药质量管理部、中药物流配送中心、企管部、信息部、客服中心、中药营销中心、中药材种植基地、中药采购中心、中药仓储中心、行政部、医院事业部、坐诊医生、线下药店、中医馆等；而互联网渠道主要包括国家中医药管理局政府网站、中国中医药网、中药材天地网、国家食品药品监督管理总局、中国医药信息网、药品电商网站、中医药贴吧/论坛、中国健康产业大数据服务平台、医药专利数据库、医药企业官网、医药健康网站、网络媒体、搜索引擎、第三方企业信息查询平台、互联网咨询网站、专业网站流量分析工具、站长工具查询等等。信息分类的实施流程是：将情报信息分为三类，分别是自己产品的、竞争产品的以及医药行业的。自己产品和竞争产品的情报信息主要包括不同药品的适应症/禁忌/用法用量、企业竞争战略类型、药品价格体系、企业主要竞争优势、营销组合策略、品牌建设、网络广告投放途径、互联网营销方式、招聘信息、药品销售数据、药品供应商情况、药品原材料信息、顾客反馈意见、公司财报、网站流量、药品配方及外观设计专利等；医药行业的情报信息主要包括药品市场容量、药品招标信息、基药目录、低价药目录、医保信息、新农合、不同药品最高零售价和中标价数据、新版GMP认证、抗生素限用级别、药品质量类型及可靠性、药品质量抽检不良记录、药品批文数量统计、申报品种情况、消费者属性、医药相关国家政策等。情报分析的实施流程是：中药营销中心对情报信息进行PEST分析、STP市场细分、消费者属性分析、波特五力分析、竞争对手识别、SWOT分析、大数据分析等分析工作。 此外，本文对所构建模式在实施中的注意事项，以及可行性和应用前景都进行了说明，还提出了A公司互联网策略改进建议，包括4P营销策略调整（产品策略、价格策略、渠道策略、促销策略），实行网络整合营销（趣味原则、利益原则、互动原则、个性原则），提高顾客对药品质量的信任度（过程透明化、售后服务零风险），以及丰富线上支付和物流配送方式（多元化）。
英文摘要：	This paper analyzes and studies the theories and literature related to the application of competitive intelligence, Internet marketing, competitive intelligence and marketing methods in traditional Chinese medicine enterprises. Then, this paper analyzes and studies the practical application of competitive intelligence and Internet marketing in A Traditional Chinese Medicine Industry Co., Ltd. based on the research conclusions. This paper analyzes the general situation of A Traditional Chinese Medicine Industry Co., Ltd., its macro-competitive environment, industrial competitive situation, and other competitive environments and conducts semi-structured interviews with employees and managers of the company. The deficiencies of company A's existing Internet marketing decision-making model are clarified through analysis, so as to construct a reasonably usable competitive intelligence model for company A's internet-oriented marketing decision-making. At the same time, some suggestions on improving Internet marketing strategies are put forward. The research in this paper aims to help A company collect and analyze the intelligence information of its competitors and the pharmaceutical industry in a more systematic and targeted way, and then formulate feasible and effective Internet marketing strategies, so as to further improve the core competitiveness, competitive advantage and product sales of the company. The first chapter of this paper mainly summarizes the background, purpose, significance, research content and methods, and the innovation points. The second chapter mainly summarizes the relevant theories of Internet marketing, competitive intelligence and the application of traditional Chinese medicine enterprises. The third chapter mainly conducts an empirical study on A Traditional Chinese Medicine Industry Co., Ltd., and builds a reasonable and usable competitive intelligence model for A company to make Internet marketing decisions by analyzing the deficiencies of A company's existing Internet marketing decision-making model. At the same time, this paper puts forward some suggestions to improve Internet marketing strategy. Finally, the fourth chapter of this paper mainly summarizes the research conclusion of the whole paper, the limitations of the research and the prospect of future research. At present, the deficiency of company A's existing Internet marketing decision-making model lies in that its Internet marketing intelligence collection channels are too single, and company A lacks a better understanding of the competitive situation and trend of the whole industry. In addition, company A did not track competitors in real time and dynamically, nor did it pay attention to the research on the consumption properties of target customers. Relatively speaking, its brand construction is relatively weak, the existing e-commerce sales channels cover a narrow range, and the new Internet marketing methods in the market have not been timely investigated. The competitive intelligence model for company A's Internet marketing decisions finally constructed in this paper includes four parts, namely, intelligence collection, information classification, intelligence analysis, and marketing strategy formulation. The specific implementation process of intelligence collection is as follows: firstly, Internet marketing competitive intelligence is collected from two aspects, one is the company's internal and the other is the Internet. First of all, the first channel the company internal channel mainly includes the traditional Chinese medicine research and development center, finance department, the quality management department, Chinese traditional medicine logistics distribution center, business administration department, information department, customer service center, marketing center, planting base of Chinese medicinal materials, Chinese medicine procurement center, TCM storage center, administration department, the hospital group, clinicians, offline pharmacy, Chinese medical center, etc. On the other hand, the Internet channel mainly includes the state administration of traditional Chinese medicine of the government website, China's traditional Chinese medicine, Chinese herbal medicine and network, the state food and drug supervision and administration bureau, China's medical information network, pharmaceutical e-commerce sites, BBS and post-bar of traditional Chinese medicine, Chinese health industry big data service platform, pharmaceutical patent database, pharmaceutical enterprise website, medicine health site, network media, search engines, the third party enterprise information query platform, the Internet consulting website, professional website traffic analysis tools, webmaster tools, query and so on. The implementation process of specific information classification is shown as follows: this paper divides intelligence information into three categories, namely, their own products, competitors' products, and pharmaceutical industry categories. Their products and competitive products of intelligence information mainly includes different drug indications/taboo, usage and dosage, the types of the enterprise competition strategy, drug price system, the main competitive advantages of enterprises, marketing mix strategy and brand construction, network advertising way, Internet marketing, recruitment information, drug sales data, supplier drugs, pharmaceutical raw materials, information, customer feedback, the company earnings, traffic, medicine, formula and patent of appearance design, etc. At the same time, the pharmaceutical industry of intelligence information including drug market capacity, drug bidding information, drug base directory, cheap medicine directory, health care information, new agriculture, the highest retail price and bid data, a new version of GMP certification, antibiotics with limited level, type of drug quality record of sampling observation of quality and reliability, drug approval number statistics, declare varieties, consumer attributes, medicine and related state policies, etc. The specific implementation process of intelligence analysis is as follows: first, the Chinese medicine marketing center conducts PEST analysis, STP market segmentation, consumer attribute analysis, Porter's five forces analysis, competitor identification, SWOT analysis, big data analysis and other analysis of intelligence information. In addition, this paper explains the matters needing attention in the implementation of the model and expounds its feasibility and application prospect. And this paper also puts forward suggestions for the improvement of company A's Internet marketing strategy, including the adjustment of 4P marketing strategy, which mainly refers to the adjustment of product strategy, price strategy, channel strategy, and promotion strategy. Through these adjustments to implement integrated marketing network. The network of integrated marketing 4I principle mainly includes interest principle, the principle of interest, the principle of interaction and individual character principle. Therefore, it is necessary to comply with these principles when conducting integrated network marketing. Company A needs to continuously improve customers' trust in drug quality, make the process transparent, and make the commitment of zero-risk after-sales service. And company A has to enriched the online payment and logistics distribution methods, making the online payment and logistics distribution methods more diversified.
查看全文：	预览  下载(下载需要进行登录)