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论文编号：	5655
作者编号：	2220110748
上传时间：	2013/11/28 9:13:13
中文题目：	MM公司高纯溶剂产品在中国市场的营销策略研究
英文题目：	Research on MM Company High-purity Solvents Products Marketing Strategy in China
指导老师：	许晖
中文关键字：	分析产品;高纯溶剂;MM公司;营销策略
英文关键字：	Analysis product; High-purity solvents; MM Company; Marketing Strategy
中文摘要：	近十年来，中国经济持续快速发展，特别是制药行业的飞速发展推动了与其相关的理化分析产品的高速发展。奶粉中三聚氰胺引发的食品安全问题和重度空气污染问题，更是催生了食品安全检测和环境监测分析仪器以及相应分析试剂需求的急速增长。目前，各种级别的溶剂是分析领域的主要产品，尤其是高纯溶剂更是应用于分析领域的重要产品。另外，由于国际和国内品牌众多，市场竞争日益激烈。德国默克公司拥有300多年的辉煌历史，高纯溶剂是其明星产品。默克是最早定义出根据应用的不同研发相对应不同级别的试剂---默克试剂标准。这个标准被称作试剂的黄金标准。2010年德国默克集团收购美国密理博公司，成立了默克密理博公司（以下简称MM公司），旨在加大在生命科学及分析领域的投资，谋求在制药、食品、环境等行业及分析领域里更快速、更均衡的发展，此次收购不仅产生了成本协同效益，而且还是技术互补，更重要的是销售网络的协同共享，销售网络涵盖了客户信息、关系网络、分销商等多方面资源。原密理博公司（Millipore）是典型的美国企业，而默克集团（Merck）是传统的德国公司，两者的企业文化有很大差异。重组整合后的MM公司集两者之所长，既引入了默克集团百年沉淀的管理体系，又继承了密理博公司的创新精神。首先，本文以默克密理博实验室产品部门的主打产品—高纯溶剂为例，通过对其微观环境、宏观行业环境进行详细分析，研究影响MM公司实验室产品部门高纯溶剂产品在中国市场的营销策略的外部环境。其次，本文从MM公司中国内部能力，如管理、物流、市场、销售等方面进行剖析，为其市场营销策略选择提供了内部能力依据。再次，本文还利用SWOT模型分析MM公司的外部环境和内部能力，确定MM公司在中国的优势、劣势、机会和威胁，并据此提出相应的参考策略。最后，本文提出MM公司在中国的市场定位应该是高、中端客户市场，从产品策略、促销策略、定价策略、品牌策略、营销渠道策略、团队建设和管理以及客户关系管理等方面开展工作，最终确立MM公司在中国的核心竞争力，通过这篇论文的探讨，希望能给同行提供一些实用的借鉴经验。
英文摘要：	Over the past decade, China's sustained and high-speed economic development, especially the rapid development of the pharmaceutical industry has promoted the development progress of the associated physicochemical analysis products. Melamine in milk powder triggered a series of food safety issues and severe air pollution problems, giving rise to the development of food safety testing and environmental monitoring analytical instruments as well as corresponding analytical reagents. Currently, solvents of various levels are main products in analysis field. Additionally, high-purity solvents are mainly applied in this field. However, increasing international and domestic brands lead to a fierce market competition. Merck Company has a long history of 300 years, and high purity solvent is his flagship product. Merck was the first to define the different levels of reagents depending on the different applications --- Merck reagent standard which is well-known as a gold standard. In the year of 2010, Merck KGaA acquired the U.S. Company, and established Merck Millipore Corporation (hereinafter referred to as MM Corporation) for the sake of increasing investment in the field of life sciences and analysis area, seeking faster and more balanced development in the pharmaceutical, food, environmental and other related fields. This acquisition will not only bring about cost synergies, the complementary of technologies, but also achieves collaborative sharing of the whole sales network which covers the customer information, network of relationships, distributors, etc. Original Millipore is a typical American company, while Merck is a traditional German company. It is obvious that there is a culture gap between the two companies. After reorganization, MM combines the advantages of both companies, not only involving the Merck Group’s management system with century year’s sedimentation, but also inheriting the original Millipore's innovative spirit. Firstly, this paper takes Merck Millipore laboratory’s flagship product - high-purity solvents as an example. Through the analysis of five competitive forces based on Porter theory, a detailed analysis of the micro environment as well as the macro industry environment and a study on the impact of external environment which affects MM Company products sale strategy in the Chinese market have been described in the present paper. Secondly, this paper analyses the MM internal capabilities in China, such as management, logistics, finance, marketing, sales and other aspects thereby provides a reference regarding the internal capacity on choosing marketing strategy. Moreover, SWOT model are applied to analyze MM's external environment and internal capabilities, figure out the strengths, weaknesses, opportunities and threats for MM when it developing in China and help put forward corresponding strategies accordingly. Additionally, this paper highlights that MM company should focus on the high level customer market in China and lay emphasis on product strategy, promotion strategy, pricing strategy, brand strategy ,sale strategy, team building and management, customer relationship management, etc. In the end, the paper establishes the MM Company’s core competitiveness in China. Through my study of this paper, I would like to share some useful information with others colleagues.
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