联系我们

论文查询结果	返回搜索

论文编号：	11977
作者编号：	2320180746
上传时间：	2020/12/8 20:08:53
中文题目：	LX实验室设备有限公司营销策略研究
英文题目：	Research on marketing strategy of LX laboratory company
指导老师：	刘建华
中文关键字：	实验室；战略；STP 市场营销策略
英文关键字：	Laboratory；Strategy；STP Marketing strategy
中文摘要：	随着国内经济快速发展，国家和企业对科技研发的投入增大，国内实验建 设需求增大，同时疫情的爆发，使生物安全的关注度大幅度提升，实验室行业 迎来难得的发展机遇。市场需求的增加导致了很多企业跃跃欲试，增加了一些 进入者，也导致了竞争逐步剧烈。同时随着国内 5G 技术，大数据，以及智能 化技术和各个行业结合的发展，实验室行业急需技术的更新换代。 LX 实验室公司作为国内近年来增长速快较快的公司，已经建立了品牌，近 几年营业额逐步增加。然而受市场的影响，同时企业市场定位不清晰，服务流 程不不完善等也导致了一些问题。利润率有所下降，影响了企业的发展。LX 实 验室急需思考自身的营销战略。本文运用市场营销的相关理论和方法，通过对 LX 实验室公司内部环境分析，分析了 LX 实验室目前市场营销存在的问题。在 此基础上，本文以 PEST 模型、波特五力模型等工具系统分析了 LX 实验室公 司目前外部宏观营销环境，竞争环境等等。结合 SWOT 模型分析了 LX 实验室 公司的优势、劣势、机会和威胁。通过研究，运用 STP 理论，笔者对 LX 实验 室公司重新进行市场细分、市场选择和市场定位，针对目标市场重新进行企业 定位，提出了全面的营销策略方案。利用市场营销 7P 理论重新打造全新的产品 策略、价格策略、渠道策略和促销策略，客户管理策略，环境控制策略和流程 管理策略。也提出了相应的保障措施，以期能为 LX 实验室公司固市场份额、 提升市场竞争力提供有益借鉴，为实验室同行业的市场营销策略提供参考。
英文摘要：	With the rapid development of domestic economy, the investment of state and enterprise in scientific and technological research and development increases, the demand for domestic experimental construction increases, and the outbreak of epidemic situation greatly increases the attention of biosafety. Laboratory industry ushered in a rare opportunity for development. The increase in market demand has led to many enterprises eager to try, adding some entrants. It also led to a gradual intensification of competition. At the same time, with the development of 5 G technology, big data, intelligent technology and various industries in China, the laboratory industry is in urgent need of technology upgrading. As a fast growing company in China in recent years, LX Laboratory Company has established a brand, and its turnover has gradually increased in recent years. However, under the influence of the market, the market positioning of enterprises is not clear, and the service flow is not perfect, which also leads to some problems. Profit margin has declined, affecting the development of enterprises. LX laboratory urgently needs to think about its own marketing strategy. This paper uses the relevant theories and methods of marketing to analyze the existing problems of LX laboratory marketing through the analysis of the internal environment of LX laboratory company. Based on this, this paper uses PEST model, Porter's five-force model and other tool systems Analysis of LX laboratory company's current external macro marketing environment, competitive environment and so on. The advantages, disadvantages, opportunities and threats of LX laboratory companies are analyzed in combination with the SWOT model. Through the research, using the STP theory, the author carries on the market segmentation, the market choice and the market positioning to the LX laboratory company again, carries on the enterprise localization to the target market. Put forward a comprehensive marketing strategy. P new product strategy, price strategy, channel strategy and promotion strategy, customer management strategy, environmental control strategy and process management strategy are rebuilt by using marketing 7 theory. Also put forward the Abstract III corresponding safeguard measures Shi. As a result, it can provide useful reference for LX laboratory company to consolidate market share and enhance market competitiveness. For the laboratory industry marketing strategy to provide reference.
查看全文：	预览  下载(下载需要进行登录)