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论文编号：	7367
作者编号：	2220131035
上传时间：	2015/6/8 9:40:54
中文题目：	一然生物公司益生菌产品开发策略研究
英文题目：	Research on development strategy of Inatural? Probiotic Project
指导老师：	张永强
中文关键字：	益生菌，产品开发，营销管理
英文关键字：	Probiotics, product development, marketing management
中文摘要：	改革开放以来，中国经济发展迅猛，人民生活水平得到不断提高，人们健康意识得到不断加强。随着经济发展，城市生活节奏持续加快，工作压力随之加大，造成许多人的身体处于亚健康状态。作为安全、有效且能够改善人体健康状态的微生物制剂，特别是益生菌制剂越来越受到各企业的重视。一方面，国家“十二五”发展规划中已经把生物产业发展列为重点扶持项目，政策上的大力扶持为中国从事生物产业的企业带来了新的发展希望，同时也为生物产业市场提供了更加广阔的发展空间。另一方面，随着越来越多的企业进入益生菌市场后，使市场竞争急速加剧。特别是高密度活菌发酵培养技术一直被国外大型菌种公司垄断，形成技术壁垒，一定程度上抑制了国内菌种公司的发展，由技术垄断最终形成价格垄断。针对这一现状，河北一然生物科技有限公司毅然扛起了中国菌种生产领军企业的大旗。通过团队不断的突破技术难题，终于拥有了完备的活菌生产技术能力和产品开发水平。一然生物的“微生态活菌制剂项目”被列为2015年河北省重点建设项目， 是石家庄战略新兴产业领域的重点扶持单位，对公司的发展来说既是机遇又是挑战。本文围绕一然生物公司的益生菌为研究个体，以分析公司营销渠道，有针对性的优化营销战略为主线，运用信息研究方法、数据统计方法、对比分析方法、文献研究法等多种研究方法，结合企业战略发展理论、市场核心竞争力理论，对益生菌市场的营销环境和发展趋势进行了分析；对公司内外部竞争环境和自身竞争力进行分析，提出了产品目标市场、销售渠道、商业建议。其主导思想是围绕市场和消费者的需求来明确其市场定位。通过实施微生态益生活菌制剂项目，制定一整套行动方案，使企业能够得到更快更好的发展，产生更大的经济效益，为社会做出贡献。
英文摘要：	With the rapid development of national economy, and the rising living standards, especially, since the 1978 reform, the health consciousness of Chinese people has been enhancing on a daily basis. At the same time, the speeding life pace, increasing pressure at work, more and more people are suffering sub-healthy. As a safe and effective microbial agent that is publically known for its benefits of enhancing immune system, probiotic products become more and more popular, and therefore a great number of enterprises are getting into this industry. Especially, in China national "Twelfth Five Year" development planning in the development of Biology Industry included in the key projects to support, government policy supports bring hopes for China engaged in bio industry enterprises, and meanwhile, provide a broader space for the growth of the market. On the other hand, enterprises more and more into a large number of probiotics market, makes the market competition degreeincreases rapidly. Especially in high density living bacteria fermentation technology has beenlarge-scale foreign culture company monopoly, the formation of technical barriers, to a certain extent, the development of domestic species, from technology monopoly, and ultimately the formation of price monopoly. In view of this situation, Hebei will continue to carry out biological technology Co., China strain leader in the production of the banner. The team constantlybreakthrough technical difficulties, finally have a complete viable production technology andproduct development level. Live a life of "micro ecological bacterial preparation project" has been listed as key construction projects in Shijiazhuang in 2015, by the mayor dear selfgrasping, for the development of the company is both an opportunity and a challenge. This paper focuses on a biotechnology company of probiotics for the study of individual, in order to analyze the marketing channel, for the optimization of the marketing strategy as the main line, the use of the information research methods and data statistical method, comparative analysis method, literature research method and so on many kinds of research methods, combined with the theory of strategic development, the core competitiveness of the market theory study, has carried on the analysis of probiotics market marketing environment and the trend of development, carries on the analysis to the company internal and external environment of competition and competitiveness, put forward the target market of products, sales channels and business advice. The main idea is on the market and consumer demand to clear the market positioning. Through the implementation of micro ecological benefits of living bacteria preparation project formulated a complete plan of action, to enable enterprises to be faster and better development, resulting in greater economic benefits, make contribution for the society.
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