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论文编号：	13493
作者编号：	2320200627
上传时间：	2022/12/3 18:41:23
中文题目：	DMB体外诊断试剂营销策略及其实施研究
英文题目：	Study on marketing strategy of In vitro diagnostic reagent DMB Company
指导老师：	张永强
中文关键字：	DMB公司；体外诊断试剂；营销策略
英文关键字：	DMB company; In vitro diagnostic reagents; Marketing strategy
中文摘要：	随着我国医疗水平及国民医疗意识的提升，对疾病的预防和预后有了更高的要求。体外诊断检测是指借助仪器和试剂检测人体血液、体液等体外样本，结合临床信息，判断机体状态或疾病进展的产品。DMB公司是专业从事医学体外诊断产品的研发、生产、销售和服务的科技创新型企业，其自主研发生产的化学发光清洗液、缓冲液在产品质量和技术服务上处于国内领先地位。本文通过分析国家医疗器械改革趋势和发展方向，明确当前我国体外诊断试剂行业发展迅猛，且国家大力鼓励器械国产化和创新化，希望DMB公司能够在利好的国家政策下赢得先机，优化营销策略，做大做强国产体外诊断试剂，进而替代进口产品。 运用PEST分析法及波特五力模型，综合分析DMB公司体外诊断试剂的营销环境及策略，发现其所处的外部宏观环境对于公司发展有积极的影响，但在行业与竞争环境中受到的威胁较大。对DMB公司的经营现状进行分析，发现虽然DMB公司已形成一套独立的营销策略和管理规范，但仍有较大的局限性。运用SWOT分析法，分析DMB体外诊断试剂的优势、劣势、机会及威胁所在。在此基础上，整体分析企业定位、目标市场及组合营销策略，评估其市场营销的主要问题，结合公司资源及能力分析，优化营销策略。 在DMB公司营销策略的优化中，首先坚持优化的目标和原则。梳理优化战略营销的依据。根据行业现状及实际情况，将市场细分，并着重开拓重点市场规避风险市场。同时明确研发、售后、品牌三大市场定位。制定营销组合策略。尤其重视产品策略优势化，实现价格策略差异化，推广渠道策略深远化，打造促销策略灵活化，加强各环节客户的关系营销策略，线上与线下相结合强化服务营销策略，充分提高渠道及客户的认可度和积极性，且在组织、人力资源及财务方面均做好保障工作。通过市场营销策略的优化，弥补DMB公司不足，提升品牌形象及市场占有率，大幅度提高销售额及销售利润，为公司的发展提供更多的选择性，也为类似国产体外诊断试剂企业的市场营销策略提供参考。
英文摘要：	As the improvement of Chinese medical level and national medical consciousness, people make higher demands for disease prevention and prediction. In vitro diagnostic testing refers to products that use instruments and reagents to detect in vitro samples such as human blood and body fluids, and combine clinical information to determine the state of the body or the progress of the disease. The DMB company is a scientific and technological innovative enterprise specialized in the research, production, sales and service of medical in vitro diagnosis products, and a leading company in the field of in vitro diagnosis cleaning solution.The chemiluminescence cleaning solution and buffer solution independently developed and produced by itself are in a leading position in China in terms of product quality and technical services.By analyzing the reform trend and development direction of national medical devices, this paper makes it clear that the in vitro diagnostic reagent industry in China is developing rapidly at present, and our country strongly encourages the localization and innovation of devices. It is hoped that DMB company can win the advantages under favorable national policies, optimize marketing strategies, expand and strengthen domestic in vitro diagnostic reagents, and then replace imported products. Using PEST analysis method and Porter's Five Forces model, comprehensively analyzing the marketing environment and strategy of in vitro diagnostic reagents of DMB Company. It is found that the external macro environment has a positive impact on the development of the company, but it is under great threat in the industry and competition environment. Analyzing the current operating situation of DMB company, it is found that although DMB company has formed a set of independent marketing strategy and management norms, it still has great limitations. SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats of DMB in vitro diagnostic reagents. On this basis, integrally analyzed the corporate positioning, the target market and the combination of marketing strategies, evaluated the main marketing problems, combined with the company's resources and capabilities analysis, optimize the marketing strategy. In the optimization of DMB company's marketing strategy, the first of all is to adhere to the optimization objectives and principles. Comb and optimize the basis of strategic marketing. According to the status quo and actual situation of the industry, the market will be segmented, focus on developing key markets and avoid risk market. At the same time, brand three market positioning as research and development, after-sales clearly.In particular, pays attention to the superiority of product strategy, realizes the differentiation of price strategy, makes the promotion channel strategy far-reaching, makes the promotion strategy flexible, strengthens the relationship marketing strategy of all links of customers, combines online and offline to strengthen the service marketing strategy, fully improves the recognition and enthusiasm of channels and customers, and does a good job in the organization, human resources and finance. Through the optimization of marketing strategy, the company can make up for the deficiencies of DMB company, improve the brand image and market share, greatly increase sales and sales profit, provide more options for the development of the company, and also provide reference for the marketing strategy of similar domestic in vitro diagnostic reagent enterprises.
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