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论文编号：	13662
作者编号：	2320200286
上传时间：	2022/12/5 17:51:21
中文题目：	ZY公司新生儿干细胞存储业务营销策略研究
英文题目：	Research on Marketing Strategy of Stem Cell Storage Business of ZY Company
指导老师：	许晖
中文关键字：	干细胞；营销策略；客户服务；竞争力
英文关键字：	Stem cell；marketing strategy；customer service；competitiveness
中文摘要：	近年来，干细胞领域的研究成为举世瞩目的课题，取得的研究成果令人惊叹。干细胞在再生医学领域有着巨大的研究价值且应用前景十分广阔。随着科技发展的进步，干细胞治疗正在攻克传统医疗手段无法解决的难题。巨大的市场价值推动了干细胞产业链的形成，上中下游产业均迎来了难得的市场机遇。干细胞产业一度成为生物医药行业投资的前沿热点，与此同时带来的是市场发展的乱相及行业内加剧的恶性竞争。其中以上游的干细胞存储行业竞争最为激烈。 ZY公司作为国内干细胞行业中的领军企业，已在干细胞存储技术、临床应用研究等方面取得较好成绩。新生儿干细胞存储业务是ZY公司发展最早、最传统的业务，是公司的主营业务之一。目前，ZY公司已经建成了覆盖全国三分之二版图、四分之三人口的国内最大细胞资源存储网络，干细胞存储量近40万份。 随着国内干细胞存储行业的发展，行业技术壁垒下降，不断涌入规模较小、技术不成熟的企业，使得行业恶性竞争愈演愈烈。近年来，国内人口出生率下降问题严重，导致新生儿干细胞存储基数降低。2019年底新冠疫情的爆发，给医院产检环境带来不便影响。同时ZY已发展二十年的传统业务团队老化，战斗力减弱。面对多重内外部环境挑战，ZY公司新生儿干细胞存储业务发展不尽如人意。 本研究以PEST、波特五力模型等市场营销战略相关理论分析新生儿干细胞存储行业的宏观及竞争环境，结合ZY公司SWOT分析，找出业务发展所面临营销策略问题。通过STP理论分析适合ZY公司新生儿干细胞存储业务的目标市场及定位，进而从4P角度提出了产品体验优化策略、业务竞争导向的价格体系构建策略、多维渠道拓展策略及高效落地的促销策略，同时为不同策略的实施提出相应的保障措施。
英文摘要：	In recent years， research in the field of stem cells has become a topic of worldwide attention and the results achieved are amazing. Stem cells have great research value and promising applications in the field of regenerative medicine. With the advancement of science and technology， stem cell therapy is overcoming the problems that cannot be solved by traditional medical methods. The huge market value has driven the formation of stem cell industry chain， and the upstream， midstream and downstream industries have embraced a rare market opportunity. The stem cell industry has once become the frontier hot spot for investment in the biomedical industry， but at the same time， it has brought chaos in the market development and intensified vicious competition in the industry. Among them， the upstream stem cell storage industry is the most competitive. ZY company， as a leading company in the domestic stem cell industry， has made good achievements in stem cell storage technology and clinical application research. Neonatal stem cell storage business is the earliest and most traditional business developed by ZY company， and it is one of the main businesses of the company. At present， ZY company has built the largest cell resource storage network in China covering two-thirds of the territory and three-quarters of the population， with a cell storage capacity of nearly 400，000. With the development of the domestic stem cell storage industry， the technical barriers of the industry are decreasing， and there is a constant influx of smaller and technically immature enterprises， which makes the vicious competition in the industry intensify. In recent years， the problem of declining domestic birth rate is serious， resulting in a lower base of newborn stem cell storage. the outbreak of COVID-19 at the end of 2019 brings inconvenient impact on hospital obstetric environment. At the same time ZY company’s traditional business team with more than 20 years is aging， and the combat power is weakened. Facing multiple internal and external environmental challenges， ZY company's neonatal stem cell storage business is not developing as well as it should. This study analyzes the macro and competitive environment of the neonatal stem cell storage industry with theories related to marketing strategies such as PEST and Porter's five forces model. Combined with ZY company's SWOT analysis， the study presents the problems faced during the business development. The target market and positioning of ZY company's neonatal stem cell storage business are analyzed through STP theory， and then the 4Ps are used to design the product experience optimization strategy， business competition-oriented price system construction strategy， multi-dimensional channel expansion strategy and efficient promotion strategy. At the same time， corresponding guarantee measures are proposed for the implementation of different strategies.
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