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论文编号：	14344
作者编号：	2320213559
上传时间：	2023/12/12 10:50:00
中文题目：	英盛生物公司临床质谱设备营销策略研究
英文题目：	Study on Marketing Strategy of Clinical Mass Spectrometry Equipment of Yingsheng Biology Company
指导老师：	杜建刚
中文关键字：	临床质谱，精准医疗，临床检验，营销策略，英盛生物
英文关键字：	Clinical Mass Spectrometry,Precision medicine,Clinical examination, Marketing strategy,Yingsheng Biology
中文摘要：	随着我国经济水平和科学技术的不断提高，我国医学检验诊疗能力得到了长足的进步和发展，国民对卫生健康和精准医疗的需求也日益提升。国内临床检验设备和技术向更加精准的方向发展，国人对医疗健康的需求也从过去的以疾病诊治为主、向更加重视营养健康的方向转变。 质谱类检验设备，以其微量甚至痕量物质的精准定性或定量能力，成为了提高临床检验能力和水平的重要的补充和升级。由于我国离子源、质量分析器等核心技术相对缺乏，临床检验应用较广泛的液相色谱串联质谱等设备，对进口产品依赖较为严重。2019年，我国临床质谱检验行业进入行业发展的快车道。以英盛生物为代表的国内质谱厂商，OEM进口原研厂商质谱设备，报批国产注册证，快速实现了临床质谱设备的国产化，推动了国内临床质谱行业的快速发展。国内外质谱厂商陆续应用的OEM模式，在国内临床质谱检验领域，形成较为严重的设备同质化竞争。截至目前，国内临床质谱整体市场增速略有放缓的趋势，伴随着严峻的同质化竞争，以英盛生物为代表的各国内厂商销售业绩也大多不及预期。 本文研究从国内临床质谱检验行业市场现状入手，运用PEST分析及波特五力模型等环境分析理论和框架，对临床质谱检验行业的市场环境进行了重点分析。通过对部分医院检验部门及部分渠道经销商的访谈调研，详细分析了英盛生物临床质谱检验产品所面临的质谱设备较为严峻的同质化竞争等营销问题。通过STP战略框架的分析，重新梳理了目标市场及市场定位。通过运用4P营销理论模型，从产品、价格、渠道、促销几个方面，详细阐述了英盛生物营销策略，并结合企业现状，提出了相应的营销策略执行保障措施。希望对英盛生物临床质谱检验设备的营销策略给予一些参考和借鉴。
英文摘要：	With the continuous improvement of China's economic level and science and technology,China's medical inspection and diagnosis ability has made great progress and development,and the national demand for health and precision medicine is also increasing.?Domestic clinical testing equipment and technology have developed in a more accurate direction,and the demand for medical health has also changed from the past to focus on disease diagnosis and treatment to pay more attention to the direction of nutrition and health. Mass Spectrometry test equipment,with its precise qualitative or quantitative ability of trace or even trace substances,has become an important supplement and upgrade to improve the ability and level of clinical testing.?Due to the relative lack of core technologies such as ion sources and mass analyzers in China,Liquid Chromatography tandem Mass Spectrometry and other equipment widely used in clinical testing rely heavily on imported products.?In 2019,China's clinical Mass Spectrometry industry entered the fast lane of industry development.?The domestic Mass Spectrometry manufacturers represented by Yingsheng Biology,OEM imported the original research manufacturer's Mass Spectrometry equipment,submitted for approval of domestic registration certificate,quickly realized the localization of clinical Mass Spectrometry equipment,and promoted the rapid development of domestic clinical Mass Spectrometry industry.?The OEM mode successively applied by domestic and foreign Mass Spectrometry manufacturers has formed a more serious equipment homogenization competition in the field of domestic clinical Mass Spectrometry testing.?Up to now,the overall growth rate of the domestic clinical Mass Spectrometry market has slowed down slightly,accompanied by severe homogenization competition,and the sales performance of domestic manufacturers represented by Yingsheng Biology is mostly lower than expected. This paper starts with the current market situation of the clinical Mass Spectrometry industry in China,and uses the environmental analysis theories and frameworks such as PEST analysis and Porter's Five Forces Model to analyze the market environment of the clinical Mass Spectrometry industry.?Through the interview and investigation of some hospital inspection departments and some channel distributors,the marketing problems such as the severe homogenization competition of Mass Spectrometry equipment faced by Yingsheng Biology clinical Mass Spectrometry products are analyzed in detail.?Through the analysis of STP strategic framework,the target market and market positioning are reorganized.?By using the 4P marketing theory model,this paper expounds the marketing strategy of Yingsheng Biology in detail from the aspects of product,price,channel and promotion,and puts forward the corresponding marketing strategy implementation safeguard measures combined with the enterprise's current situation.?Hope to give some reference and reference to the marketing strategy of Yingsheng Biology clinical Mass Spectrometry testing equipment.
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