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论文编号：	4774
作者编号：	2120102658
上传时间：	2012/12/11 15:39:42
中文题目：	天津药业生物技术有限公司营销策略研究—以 “康奇胶囊”为例
英文题目：	The Research of Marketing Strategy of Tianjin Pharmaceutical Biotechnology Co., LTD.:Take Kang QI Capsule as an example
指导老师：	杜建刚
中文关键字：	康奇胶囊;营销环境分析;营销策略
英文关键字：	Kang Qi capsule;Environment Analysis of Marketing;Marketing Strategy
中文摘要：	我国改革开放之后，随着人民生活水平的提高，人民群众的观念、意识及追求等方面产生一系列的变化，其中对健康的追求成为最显著的变化之一。这就为我国保健食品行业的发展带来了机遇，但随着外资企业的进入，外资企业高质量、高服务的产品又使我国保健食品企业面临着前所未有的挑战。 面对这样的发展环境，保健食品企业营销策略的选择变得尤为重要。从我国保健食品企业的发展现状来看，不论是发展战略层次还是具体策略层次上都存在诸如经营观念、营销策略运用等方面的问题，如何在激烈的竞争环境中求得生存和发展是我国保健食品企业共同面对的困难。本文选取天津药业生物技术有限公司为例，探讨中国保健食品行业的营销策略。 本文第一章提出了选题的背景和意义，研究思路及研究方法。第二章回顾了市场营销环境分析工具、营销组合理论和STP理论。第三章对天津药业生物技术有限公司的外部环境和内部环境以及其在商业竞争中的优势和劣势进行了PEST分析和SWOT矩阵分析，确定其在行业中所处的战略地位。第四章对其主打产品“康奇胶囊”进行了了竞争环境和STP分析。第五章根据前面的分析结果从产品、价格、渠道、促销四个方面研究制定出适合“康奇胶囊”下一步发展的营销策略。第六章为实施所制定的营销策略提出了建设性意见。 本文研究的创造性成果在于为天津药业生物技术有限公司的主打产品“康奇胶囊”下一步的战略部署提出了在目标市场选择、营销策略及实施保障措施方面的建议，希望对天津药业生物技术有限公司今后的发展有所帮助，同时也希望对其他保健食品企业有一定的借鉴意义。
英文摘要：	After China's reform and opening up, with the improvement of people's living standard, people's idea, consciousness and pursuit of wait for a respect to produce a series of change, in which the pursuit of health has become one of the most remarkable changes. The change brought opportunity of our country's health care products industry development, but with the entry of foreign-funded enterprises' high-quality and high service products, our health care products company confronted with hitherto unknown challenge. In the face of such a development environment, health products marketing strategy has become particularly important. From our health care products company in view of the current situation, the development of the strategic level and specific strategy level exist problems, such as the management idea, marketing strategy and other aspects of the problem. How seek survival and development in the fierce competition is our health care products company to face difficulties. The article chose Tianjin Pharmaceutical Biotechnology Co., LTD. As an example to study the market strategy of China health industry. The first chapter presented the background and significance of topics, research ideas and research methods. The second chapter reviews the theory of the marketing environment, STP theory and the theory of marketing combination. Based on the current external environment and internal environment and its competitive business advantages and disadvantages of Tianjin Pharmaceutical Biotechnology Co., LTD, the third Chapter used the theory of PEST analysis and SWOT matrix analysis to identified its strategic position in the industry. The fourth chapter used the competitive environment and STP theory to analysis its flagship product—" Kang Qi capsule ". The fifth chapter has made marketing strategies of " Kang Qi capsule " in the next step development from product, price, placing and promotion . The sixth chapter offered constructive opinion of the marketing strategy. The innovation of this article is to offer suggestion of Tianjin Pharmaceutical Biotechnology Co., LTD flagship product—" Kang Qi capsule " in the selection of target market, marketing strategy and the implementation of safeguard measures, I hope the suggestion can help the future development of Tianjin Pharmaceutical Biotechnology Co., LTD and also hope the suggestion have certain reference significance to other health care products companies
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