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论文编号：	2795
作者编号：	2120082450
上传时间：	2010/12/2 14:36:31
中文题目：	生物分析仪器企业关系策略研究
英文题目：	The Study of Relationship Strategy of Biology Analyzing Instruments Companies
指导老师：	刘建华
中文关键字：	分析仪器 服务营销 关系营销 大客户营销
英文关键字：	analyzing instruments, service marketing, relationship marketing, key account marketing
中文摘要：	本文所提到的生物分析仪器市场，特指以医院，学校，研究院，公司等为客户，销售产品包括用于临床检测，科研，分析等实验相关的仪器及配套试剂，耗材，软件等产品。生物分析仪器市场正在一个前所未有的高速度发展。从世界范围来看，全球生物产业销售额几乎每5年翻一番，增长率在25%～30%，增长速度是世界经济平均增长率的近10倍。毫无疑问，生物产业正在形成新的经济增长点。在我国，我国政府对生物科技研究与产业发展高度重视，制定了多项政策措施，支持生物科技研究与产业的发展。我国生物产业一些研究领域已经达到了国际先进水平。生物技术领域是我国和国外差距最小的领域之一，基本与发达国家发展同步。这既得益于我国经济的快速发展和科学研究的不断深入，也是因为国家和人民对环境生态保护、食品安全、产品质量监督、疾病预防与控制，生产安全和重大自然灾害监控以及基础研究的愈加重视。 生物分析仪器市场面对的几乎全部是大客户，客户数量少，分布集中，并且购买决策过程极为复杂。生产厂商，代理商，经销商必须配合协作才能得到订单，是典型的企业与企业（或者事业单位）（B2B）之间的营销关系。与传统的企业与消费者（B2C）过程相比具有明显的差别。为此，有必要以大客户营销的理论看待生物分析仪器市场的客户，而非传统的B2C思想。一方面，客户的采购决定通常不是个人完成的，而是由多个部门共同决策得出，这一点类似于企业市场；而另一方面，由于客户研究领域的专业性极强，导致最终用户通常具有更多的话语权，有时甚至可以完全凭借个人的好恶而决定采购，这一点又与个人消费者市场极为相似。由于该市场客户的决策行为和影响因素的特殊性，导致不能以普通的客户行为学和营销理论来看待该市场。而且目前并无针对此市场的分析报告。市场迫切需要具有针对性的客户行为分析。客户是具有社会性和自然性的人或者组织，因此客户的决策行为必定受到多种因素的影响。从内部角度看，客户决策行为受到知觉，学习记忆，动机，态度，自我概念等方面的影响；而从外部角度看，它受到文化，社会等方面的影响。 本文首先对生物分析仪器市场进行了定义并回顾选题背景和意义，之后回顾了大客户决策过程相关理论，提出大客户决策过程的特点和影响因素；并回顾关系营销理论及关系营销模型；以及服务营销相关理论及其基本特点。最后初步分析生物分析仪器市场企业需要采取的策略。并且对国内生物分析仪器市场的宏观环境和微观环境做出初步分析。本文采用问卷调查和当面提问的方式，对生物分析仪器市场的客户进行了详细的调查分析，初步得到了生物分析仪器市场的客户决策过程的关键因素和客户习惯数据，并且根据这些数据做出分析，给出基于关系营销和服务营销的策略。 营销环境，指的是一切影响和制约企业市场营销决策和实施的内部条件和外部环境的总和。同时，市场营销环境是指企业在其中开展营销活动并受之影响和冲击的不可控行动者与社会力量，如供应商、顾客、文化与法律环境等。按对企业营销活动影响因素的范围，可以把营销环境分为微观环境和宏观环境两类。其中宏观环境指影响企业营销活动的一系列巨大的社会力量和因素，而微观环境指与企业紧密相连，直接影响企业营销能力的各种参与者。 现代营销理论认为，客户的需求是企业一切活动的出发点。企业进行的商品生产，交易，以及市场营销的活动，最终目的是为了促使客户购买，满足客户的需求。因此，客户行为分析是做好市场营销的第一个环节。德鲁克认为，企业不是由产品决定的，而是由顾客决定的。而客户的行为是复杂的，本文提到的客户不仅仅是自然人，同时还是企业法人或团体。按照西方某些学者的观点，“客户”（customers）和“消费者”（consumer）是既有联系又有区别的两个概念。消费者指的是在企业经营销售中，客户不仅仅是一个人，而包括发起者，影响者，决策者，购买者，准备者，使用者等多个角色。个人可能身兼数职，也可能受其他人影响。 与传统的营销方式相比，关系营销并不局限于为客户提供所需要的产品，而演变为企业各部门通力合作，为客户创造和提供价值。买卖双方需要加强持续性的合作，并且在组织内部及组织和它的主要利益相关者之间建立起关系链。 在这个市场中，G公司经过十余年的耕耘，取得了良好的经营业绩，目前已经成为国内最大的代理公司。我们将以G公司为例，提出生物分析仪器市场中基于关系营销和服务营销的策略，并介绍实施的效果，提出销售公司应该首先对核心产品和附加服务做出准确定义，并采取提高服务质量，提升客户满意度等服务营销相关策略。该策略在G公司实行后使该公司的经营业绩得到显著增长，利润和市场份额都得到了不同程度的提升，且均高于行业平均水平。本文主要分析生物分析仪器市场客户的行为，并提出将服务营销，大客户营销和关系影响相结合，共同分析营销方法的理念，并运用此理念管理G公司，使G公司的销售额增长率和利润增长率连年高于业内平均水平。客户数量和质量不断增加，客户满意度超过业界平均水平。可见该策略有利于生物分析仪器市场企业的发展。
英文摘要：	The biology analyze instruments market mentioned in the paper is specially for the market whose customers are hospitals, universities, institutes and companies, the goods are the reagents, instruments and consumables for clinical analyzing, researching and indicating. For the reason that the nation and people is paying more and more attention of environmental protection, food safety, products quality supervision, manufacture safety, severe natural disaster monitoring, and basic research, as well as the economic development and the depth of scientific research, the biology analyzing instruments market in China is keeping growing rapidly in China. Almost all the customers of biology analyzing instruments market are key accounts. They have a tough decision procedure. It is necessary for the manufactures, the distributors and resellers to work together to get the deal. Key account theory is quite important for the biology analyzing instruments market. The customers of biology analyzing instruments market have both features of B2B market and B2C market. The purchase decision cannot be made totally by any unique man usually, on the other side; the end users normally can make key decision, sometimes even based on personal favors because of the professional fields of the biology analyzing instruments, which looks like a B2C market so much. The normal customer behavior and marketing theory cannot be directly used to the biology analyzing instrument market due to the unique customer decision behavior and influence factors. No any analysis reports could be found until now. The targeted customer behavior analysis reports are required urgently. The definition of biology analyzing instruments market was made and background was reviewed firstly. Then minority customer marketing theory was reviewed. The features and factors of minority customer marketing were pointed out. Moreover, customer relationship theory and models, as well as service marketing and its basic features were reviewed. Finally the macro and micro environment of biology analyze instruments market of China was analyzed preliminarily. The questionnaire survey was done to analyze the customers of the biology analyze instruments market of China, from which the key factors which could affect the decisions and customer habits of were gained. The strategy based on relationship marketing and service marketing was given, which showed that companies should define the core products and additional service first and try to improve service quality and customer satisfaction. Marketing environment is for all the inside and outside environment which could infect the decision making procedure, including all the powers of the society, such as customers, laws, cultures and so on. The marketing environment could be divided into micro-environment and macro-environment. Macro-environment stands for the huge society power, and micro-environment stands for the things directly infect the marketing power of society. The modern marketing theory believes that the desire of the customers is the start line of all the activities of the companies. All the marketing activities of producing, buying, selling would go to the purchasing finally. So the key of customer marketing analyzing is the firstly operation. Druke had the theory that the enterprise is determined by the customers, not products. The customer’s action is so complex that all the customers mentioned in the biology analyzing instruments market is not nature human, but companies. The definition of customers and consumers is divided and related. The customer is not the only one person, but including the man making decision, purchasing, using. Compared with the traditional marketing, relationship marketing stands for all the departments of the company to work together than only sell the goods to the consumer. The buyer and purchaser should work together and build good relationship chain. In the biology analyzing instruments market, the G company and get good outlook in the last ten years. Now the G company is the biggest distributor in China. Here we use the G company a example to analyze the strategy based on relationship marketing and service marketing. All the companies should define the core products and related service firstly and raise the service quality, as well as raise the customer satisfactions. We use the strategy to increase the outlook of the G company. We should stick the service marketing, key account marketing and relationship marketing together to manage the companies. The G Company had met a considerable growth of outstanding achievement when the strategy was put into effect. the customer’s number is growing faster than any other company in the biology analyzing instruments market.
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