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论文编号：	12978
作者编号：	2120192956
上传时间：	2021/12/16 11:48:19
中文题目：	A齿科材料公司的整合营销传播策略研究
英文题目：	A Study on the Integrated Marketing Communications Strategy of A Dental Material Co. LTD.
指导老师：	申光龍
中文关键字：	齿科生物医疗材料；整合营销传播；利害关系者；营销传播管理者
英文关键字：	Dental Material；Integrated Marketing Communications；Stakeholders；Macom Manage
中文摘要：	近十年，国内口腔医疗行业正在经历着高速的发展，市场规模也在迅速扩大。根据国家统计局以及中国产业信息网的统计，2019年中国口腔医疗市场达到千亿规模，近十年来行业复合增速保持在15%左右，随着人口老龄化进程的推进，可以预见市场还有持续扩大的前景。 但产业链中游的齿科材料企业却遇到了议价能力不足的窘境。消费者在医疗机构做一颗牙冠所花的费用中，仅有约10-15%是材料本身，直接影响到了齿科生物医疗材料的营收成果。造成现状的原因有两点。1. 传统的医疗产业销售模式，导致传统医疗机构对渠道的掌控权过大。2. 品牌溢价不足，低于国外竞争品牌。反映在外包装精美度和产品口碑得不到传播。 为解决上述问题，本研究首先对齿科生物医疗材料领域现状进行了调查，并藉由研究国内齿科生物医疗材料领导企业——A公司存在的机会与遇到发展瓶颈，结合整合营销传播、利害关系者等理论，并基于A公司公开信息与对相关人员的访谈，经过理论研究及策略推演，摸索出提升A公司品牌溢价力以及构建全新营销渠道的解决方案。 本研究将着重以下三个方面进行研究：第一，分析齿科材料行业的现状、特点以及行业发展方向，剖析A企业与已有的营销渠道及品牌传播策略，识别A公司及齿科材料行业发展所面临的主要问题；第二，基于A企业营销渠道与现有营销组织体系，结合企业现有营销模式之薄弱点，识别企业更多潜在的可拓张的营销渠道，提出了结合齿科材料行业的整合营销传播策略框架，并革新适合全新营销渠道的组织架构；第三，提出了基于整合营销传播理论与营销组合，为品牌形象建设提出一系列适应产业发展趋势及互联网平台流量经济的可落地性方案，并提供针对性绩效考核体系框架设计。 综上所述，在民众消费水平提升以及营销手段丰富的背景下，齿科生物医疗材料市场拥有广阔发展空间。本研究以发掘国内齿科生物材料企业营销层面存在的不足，以提升品牌价值、打破传统渠道壁垒，为抓手探求出可供包含医疗产业借鉴的营销策略与方法论。
英文摘要：	In recent ten years, with the booming of Chinese dental industry, the market has been expanding rapidly. According to the statistics from National Bureau of Statistics and China Industrial Information Network, the Chinese dental market reached a scale of RMB 100 billion Yuan in 2019 and has maintained an industrial compound growth rate of around 15% in recent ten years. In fact, with the acceleration of the population aging process, the market has promising prospects for continuous expansion. However as an enterprise engaged in dental materials in the midstream of the industrial chain, A has encountered the problem of insufficient bargaining power. For all the costs spent by a consumer on a dental crown in a medical institution, only 10-15% of the cost is for the materials, directly affecting the revenue contributed by the dental and biomedical materials. There are two reasons for the current situation: 1. A relies too much on traditional sales modes that focus on channel control in the medical industry. 2. Insufficient brand premium. Less competition against foreign brands reflects the low brand recognition by the public and the failure to spread brand reputation. In order to solve the problems as above, firstly investigation was made on A, a leading enterprise in China engaged in dental and biomedical materials to find out the root cause of the bottleneck during the development of the company. Then based on the integrated marketing communication and stakeholders theories, solutions have been worked out to enhance the company’s capacity of brand premium with the building of new marketing channels after the theoretical researches and strategic deduction made according to the information published by A and the interview of the relevant persons. In this paper, researches have been made from the following three aspects: Firstly, by analyzing the current status, the characteristics and the industrial development trend of the dental material industry, the main problems found in the development of A and the whole dental material industry have been identified after dissecting the existing marketing channels and brand communication strategies of A. Secondly, based on the existing marketing channels and marketing organization system of A, more potential marketing channels that can be expanded have been recognized according to the weakness of the enterprise in the existing marketing modes. Also based on the stakeholder theory, the AISAS model and the marketing combination theories, an integrated marketing communications strategy framework suitable for A was given. The third, based on the integrated marketing theories and marketing combinations, a series of application support plans catering for the industrial development trend and internet platform-based flux economy have been proposed to construct the brand image. By constructing an innovative organizational structure for the brand-new marketing channels, the framework for the performance assessment system has been purposely designed as well. In conclusion, with the increase of people’s consumption levels and the availability of various marketing methods, A has vast prospects for development in dealing with dental and biomedical materials, but at the same time, it has also encountered the development bottleneck. In this paper, aiming at the enhancement of brand value and the removal of traditional channel barriers by finding out the deficiency in marketing suffered by a domestic enterprise engaged in dental and biomedical materials, some marketing strategies and methods will be explored to provide references for the industry of dental and biomedical materials.
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