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论文编号：	5114
作者编号：	2220110914
上传时间：	2013/5/27 18:06:23
中文题目：	罗氏公司营销策略研究
英文题目：	Research of Marketing Strategy of Roche company
指导老师：	于斌
中文关键字：	罗氏公司，营销策略，差异化战略
英文关键字：	Roche Company, marketing strategy, differentiation strategy
中文摘要：	对于现代企业而言，市场营销在企业经营活动中具有非常重要的地位 ,企业必须充分了解目标市场中消费者的需求,制定出适合公司内外部环境的营销战略，并要求对市场的变化有精准和精确的把握。企业市场营销必须要选取对企业发展最有价值,最为重要的情报,制定有效可行的市场战略。本文在分析我国医疗企业发展现状的基础上，探讨罗氏公司营销策略的问题，从而讨论医疗企业在激烈的市场竞争中如何发展。本研究首先要梳理营销理论基础，明确分析医疗企业所处的市场环境所需要的市场营销学理论以及营销战略学理论基础，然后总结如何让医疗企业能够顺利走出低谷或者如何转变经营模式、改变营销策略。本文以罗氏公司为微观研究对象，对其进行深入调研，以便更加充分的了解我国医疗企业的发展现状。本文包括四个章节。首先是绪论，在绪论中，介绍了论文的选题背景、研究意义以及国内外研究现状和评价，同时，对本文的基本内容以及研究方法与本文的主要编写框架进行一个较为简略的介绍。文章的第二个章节进行了营销相关理论的回顾，分为两个小节，第一节介绍了市场营销理论，从4C市场营销理论及4R市场营销理论入手，介绍了市场营销活动中存在的几个基本要素；在第二节中，通过对营销战略理论的基本内容分析以及市场营销所需要步骤的介绍，充分展示出市场营销战略的重要性。在第三章中，介绍罗氏公司发展，罗氏及罗氏中国的情况，并分析了罗氏公司的内外部环境，包括SWOT分析，深入了解罗氏公司现状，包括罗氏体外诊断和生命科学领域的情况。第四章通过对罗氏公司的基本情况以及内部现状的分析，提出了罗氏公司的营销策略。基于这些内容，笔者指出该公司要想寻求发展需要考虑的一些因素，只有充分把握好这些营销要素，才能在市场大环境下保持竞争优势。
英文摘要：	For modern enterprises, marketing has a very important position in the business activities. The company must choose the most valuable and important information, understand the demand of consumers in the target market, then formulate the effective marketing strategy for the internal and external environment of company. The competition of the market is thus becoming fierce, based on the analysis of current situation of medical companies in China, and the research of marketing strategies of Roche, we aim to solve the problem of how to obtain competitive advantage of the company. This thesis begins by explaining basic marketing theory, then analyses the domestic medical market environment, the marketing theory and strategies used by most medical companies in China, finally the author summarize how to change the business model or marketing strategy. According to the deeply research of Roche, it may provide some help for the development of medical companies in China. The thesis is divided to 4 chapters. The first part was the general introduction including the background, methods, present situation and the research significance. The structure of this thesis also cited in this thesis. Secondly, the relevant concepts and theories of marketing were reviewed in the thesis. Divided into two sections, in the first section, starting from the 4C marketing theory and 4R marketing theory, to introduce marketing theory. In the second section, based on the analysis of the basic contents of the theory of marketing strategy, especially the importance of the marketing strategy involved in the thesis. The third part, to briefly introduce Roche Company, analyses the macro environment and micro competition environment. The current situation of Roche, Roche Diagnostics and life sciences were analyzed deeply in this part, especially, which focused on the issues with the company by SWOT analysis. Fourthly, the issues and current situation of Roche was analyzed in this part, the thesis gives good proposal for Roche regarding how to implement in marketing strategy. Based on these contents, in order to maintain the competitive advantage in the market, the author points out that the development of marketing factors need to be considered.
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