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论文编号：	10782
作者编号：	2220160850
上传时间：	2018/12/10 16:26:45
中文题目：	恒三江公司光学成像市场营销渠道研究
英文题目：	Research on Marketing Channels of Sunjoy in the Optical-Imaging Market
指导老师：	任星耀
中文关键字：	恒三江；光学成像；营销渠道设计；营销渠道管理
英文关键字：	Sunjoy；optical imaging device；marketing channel design； marketing channel management
中文摘要：	根据《中国仪器行业发展蓝皮书》最新数据统计，2017年我国光学成像产品销售额达到80亿元，相比于2014年的50亿元，4年时间内增长了1.6倍。随着国家对基础科研教育的大力投入，对光学成像产品的需求也在不断提高。国内外相关企业以及金融资本大举进军该产业，光学成像领域市场竞争愈演愈烈。随着各个国家加大对科研教育的重视，尤其多生命科研领域加大投入，市场环境也随之变化，企业的发展速度和规模不像以前取决于生产速度和规模，而是取决于分销规模，营销渠道成为扩展市场的重要影响因素。 北京恒三江仪器销售有限公司成立2004年，是一家专业从事为生物学家提供成像产品和实验解决方案的企业。恒三江专注于光生物、光物理、光化学及成像行业及相关实验室仪器的应用与开发。在生命科学、医疗、卫生、材料科学等诸多应用领域积累了丰富的专业应用及服务经验，并拥有专业团队进行技术服务。恒三江拥有多项技术专利，推广实时成像显微镜系统等系列产品。在光学成像、计算机视觉与算法、多学科整合方面拥有核心竞争力。公司自主研发的产品新生儿眼底镜即将上市，并得到市场高度认可，恒三江致力于在这个生物科技与IT、电子、机械技术瞬息万变的黄金时代，为本领域科学家提供值得骄傲和信赖的产品。让越来越多的顶级科学家使用我国研发与制造的先进仪器与技术。 本文阐述了营销渠道的定义、功能，引出营销渠道的管理内涵和职能，并结合我国光学成像的市场环境，从市场发展现状与竞争分析、客户特征、渠道类型与模式等维度进行研究分析，为后文恒三江的案例分析做理论和背景铺垫。 在归纳相关研究理论和分析恒三江企业战略和营销战略基础上，从渠道设计、成员管理、渠道控制、渠道激励以及矛盾冲突管理等方面，总结了恒三江在市场营销渠道管理上所取得的成功经验，并进一步研究企业在营销渠道上存在的问题，尝试着对问题提出改进方案，希望能为本企业和同行业相关企业的渠道设计与管理提供参考。
英文摘要：	According to the latest statistics in the Blue Book on the Development of China's Instrument Industry, In 2017, China's sales of optical imaging products reached 8 billion Yuan, compared with 5 billion Yuan in 2014, an increase of 1.6 times in four years. With the national investment in basic scientific research and education, the demand for optical imaging products is also increasing. Relevant Chinese and overseas enterprises and financial capital have made great strides in this industry, and the market competition in the field of optical imaging has intensified and the development speed and scale of enterprises are not depending on the production speed and scale in the past, but on the distribution scale. Marketing channels become the key factor of expanding the market. Beijing Sunjoy Instrument Sales Co., Ltd. was founded in 2004, is professionally engaged in providing imaging products and experimental solutions for biologists. Sunjoy specializes in the application and development of photobiology, photophysics, photochemistry and imaging industries and related laboratory instruments. It has accumulated rich professional application and service experience in life science, medical, health, materials science and many other application fields, and has a professional team to provide technical services. It has a number of technology patents to promote real-time imaging microscope systems and other products. It has core competitiveness in optical imaging, computer vision and algorithm, and multidisciplinary integration. Newborn ophthalmoscopes developed by the company have been on the market and are highly recognized by the market. The company is committed to providing trustworthy products for scientists in this field in the golden age of rapid changes in biotechnology and IT, electronics and mechanical technology. More and more top scientists are using advanced instruments and technologies developed and manufactured in China. Firstly, this paper reviews the definition and function of marketing channel, describes management connotation and function of marketing channel, and combines with the market environment of optical imaging in China, studies and analyzes the market development status and competition analysis, consumer characteristics, channel types and patterns, and makes theory and Practice for the case study of Sunjoy in the following text. Background paving. With summarizing the relevant research theory and analyzing the enterprise strategy and channel gap of Sunjoy, this paper summarizes the successful practice on the construction of marketing channels and try to improvement sales and business plans for the problems, hoping to provide references for the sale channel design and management of this enterprise and related enterprises in the optical imaging industry.
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