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论文编号：	14888
作者编号：	2320223897
上传时间：	2024/12/5 14:50:05
中文题目：	T公司过敏原诊断产品营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of T Company''''s Allergen Diagnosis Products
指导老师：	刘建华
中文关键字：	T公司；过敏性疾病；过敏原诊断产品；营销策略
英文关键字：	T Company；Allergic diseases；Allergen diagnostic products；Marketing strategy
中文摘要：	过敏性疾病又称为变态反应性疾病，近年来发病率有明显的上升趋势，已经成为全球公共健康问题。据世界变态反应组织（WAO）白皮书中的报告，过敏性疾病已成为全球第六大疾病，过敏原体外诊断产品的市场需求也随之增加。T公司作为过敏体外诊断产品的外资龙头企业，占据学术和市场主导地位。体外诊断行业的蓬勃发展和过敏原诊断产品市场需求的增加，使T公司迎来良好的发展机遇；与此同时，随着医疗器械本土化发展和国家医疗改革的深入，T公司的市场地位面临巨大的挑战。为此，笔者通过对T公司过敏原诊断产品的现状剖析和研究，找出当前存在的问题并分析背后的原因，为T公司过敏原诊断产品的营销策略提供优化建议，也为体外诊断行业相关企业提供参考。 本文涉及的相关理论有环境分析工具与定位理论、服务营销和营销组合策略相关理论，运用PEST分析、波特五力模型、SWOT分析和定位理论，并结合服务质量理论、服务蓝图理论、4P组合策略和服务营销3P组合策略展开研究。为保证研究过程真实客观，本文主要采用文献分析法、案例分析法和市场调研法进行研究。通过对T公司过敏原诊断产品营销存在的问题深入分析，本研究提出了相应的建议和营销策略优化方案，并从组织与制度、企业文化与人力资源、信息系统与科技创新保障等多个方面阐述了T公司过敏原诊断产品营销策略的实施保障。最后对全文进行归纳和总结，并得出本研究的结论和不足之处。 本文的特色之处在于，以现代市场营销理论为指导，理论联系实际，以作者的亲身实践出发，系统梳理T公司过敏原诊断产品在当前新形势下的营销思路，为T公司过敏原诊断产品的营销决策提供参考。立足当下，展望未来，也希望本研究能够对我国医疗诊断行业的营销实践有所裨益。
英文摘要：	Allergic diseases have shown an obvious upward trend in incidence rate in recent years and have become a global public health problem. According to the White Paper of the World Allergy Organization (WAO), allergic diseases have become the sixth largest disease worldwide, and the market demand for allergen in vitro diagnostic products has also increased. As a leading foreign enterprise in the field of allergy in vitro diagnostic products, T Company holds a dominant academic and market position. The booming development of the in vitro diagnostic industry and the increasing demand for allergen diagnostic products in the market have provided T Company with good development opportunities; At the same time, with the localization development of medical devices and the deepening of national medical reform, T Company's market position is facing enormous challenges. To this end, the author analyzes and studies the current situation of T company's allergen diagnosis products, identifies the existing problems, and analyzes the reasons behind them, providing optimization suggestions for T company's allergen diagnosis product marketing strategy and reference for related enterprises in the in vitro diagnostic industry. The relevant theories involved in this article include environmental analysis tools and positioning theory, service marketing and marketing mix strategy theory, using PEST analysis, Porter's Five Forces model, SWOT analysis and positioning theory, and combining service quality theory, service blueprint theory, 4P combination strategy, and service marketing 3P combination strategy to conduct research. To ensure the authenticity and objectivity of the research process, this article mainly adopts literature analysis, case analysis, and market research methods for research. Through in-depth analysis of the marketing problems of T Company's allergen diagnosis products, this study proposes corresponding suggestions and marketing strategy optimization plans, and elaborates on the implementation guarantee of T Company's allergen diagnosis product marketing strategy from multiple aspects such as organization and system, corporate culture and human resources, information system and technological innovation guarantee. Finally, summarize and generalize the entire text, and draw conclusions and shortcomings of this study. The characteristic of this article lies in its guidance of modern marketing theory, the integration of theory with practice, and the author's personal practice. It systematically sorts out the marketing ideas of T Company's allergen diagnosis products in the current new situation, providing reference for T Company's allergen diagnosis product marketing decisions. Based on the present and looking forward to the future, we also hope that this research can be beneficial to the marketing practice of China's medical diagnosis industry.
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