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论文编号：	14322
作者编号：	2320213857
上传时间：	2023/12/11 20:37:20
中文题目：	L公司共聚焦显微镜产品的营销策略优化研究
英文题目：	Research on marketing strategy optimization of L Company confocal microscope
指导老师：	齐善鸿
中文关键字：	科研仪器行业；共聚焦显微镜；PEST分析；市场定位理论；4V营销组合策略
英文关键字：	scientific research instrument industry; confocal microscope; PEST; STP; 4V Marketing Strategy
中文摘要：	近年来，国家对生命科学产业发展的支持政策不断出台，极大地促进了该产业的蓬勃发展。同时，这也带动了科研仪器行业的快速增长。本文研究对象L公司作为一家拥有170多年历史的德国企业，在生命科学科研仪器行业中具有重要地位和广泛认可度。共聚焦显微镜是L公司非常重视的高端市场，其市场占有率位居第二位，并且有一定的上升空间。目前，4P营销组合策略仍然在商业领域中被广泛地应用，但随着市场的不断变化和消费者需求的多样化，单一的4P营销组合策略可能无法满足所有的市场需求。因此，对于L公司来说，基于4V营销组合策略的优化研究就显得尤为重要。通过对L公司的高端共聚焦显微镜进行基于4V营销组合策略的优化研究，不仅可以丰富和完善4V营销组合的理论体系，也可以为其他企业提供一种新的、更有效的市场策略参考。 本研究采用理论分析法、实证研究法对L公司共聚焦显微镜的案例进行分析并对营销策略优化研究。使用实证研究方法，通过确定研究问题并设计研究方案，在L公司的员工和客户中采用问卷调查的方式来收集数据，探寻他们对于L公司目前的市场策略的观点，聚焦于L公司共聚焦显微镜的营销现状挖掘，发现L公司共聚焦显微镜存在着产品同质化现象较为严重，产品功能组合僵化，配套售后服务体系不完善，营销推广方式单一的营销问题。本研究使用PEST分析、波特五力模型，以及购买者行为分析的理论对L公司所处的行业的宏观环境，竞争环境以及购买者进行了论证与分析。 在进行营销策略优化研究时，使用市场定位理论找到精准目标市场：200-500万的生物和医学领域。从4V营销组合策略的视角对发现的营销问题，提出优化方案：以客户为中心，实施差异化营销；根据客户需求，实现功能弹性化；关注客户旅程，提升附加价值；运用客户心理，产生共鸣效应。最后为保证营销策略的优化得以实施，提出通过加大客户数据以及价值管理，建设企业文化和品牌形象，加强人力资源管理这些保障措施。
英文摘要：	In recent years, national support policies for the development of the life sciences industry have been introduced, which has greatly contributed to the vigorous development of the industry. At the same time, this also drives the rapid growth of the scientific research instrument industry. As a German company with a history of more than 170 years, L Company, the subject of this paper, has an important position and wide recognition in the life science research instrument industry. Confocal microscope is a high-end market that L Company attaches great importance to, and its market share is in the second place, and there is a certain upward space. At present, the 4P marketing strategy is still widely used in the business field, but with the constant changes in the market and the diversification of consumer needs, a single 4P marketing strategy may not be able to satisfy all market demands. Therefore, optimization research based on 4V marketing strategy is particularly important for Company L. By conducting an optimization study based on 4V marketing strategy for L company's high-end confocal microscope, it can not only enrich and improve the strategy of 4V marketing , but also provide a new and more effective market strategy reference for other enterprises. This study uses theoretical analysis method and empirical research method to analyze the case of confocal microscope of Company L and to study the optimization of marketing strategy. Using the empirical research method, by identifying the research problem and designing the research plan, we use the questionnaire survey to collect data among the employees and customers of Company L to explore their views on the current marketing strategy of Company L. Focusing on the marketing status quo excavation of Company L's confocal microscope, we found that Company L's confocal microscope has a relatively serious product homogenization phenomenon, a rigid combination of product functions, an inadequate supportive after-sales service system, and a poor marketing promotion system, which is not perfect. After-sales service system is not perfect, marketing promotion method is single marketing problem. This study uses PEST analysis, Porter's five forces model, and the theory of buyer behavior analysis to argue and analyze the macro environment, competitive environment and buyers of the industry in which Company L is located. In conducting the marketing strategy optimization study, market positioning theory was used to find the precise target market: 2-5 million in the biological and medical field. From the perspective of the 4V marketing strategy, the optimization plan is proposed for the marketing problems found: implement differentiated marketing by focusing on the customer; achieve functional flexibility according to the customer's needs; focus on the customer's journey to enhance the added value; and use the customer's psychology to produce the resonance effect. Finally, in order to ensure the implementation of the optimized marketing strategy, it is proposed to increase customer data and value management, build corporate culture and brand image, and strengthen human resource management as safeguard measures.
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