目前,在國(guó)內(nèi)探討醫(yī)院外的基因檢測(cè)技術(shù)服務(wù)公司品牌研究還不多,因此進(jìn)行擁有獨(dú)立醫(yī)學(xué)實(shí)驗(yàn)室的生物技術(shù)公司的品牌戰(zhàn)略研究,對(duì)國(guó)內(nèi)基因檢測(cè)生物技術(shù)公司的品牌價(jià)值提高具有重要的理論價(jià)值和實(shí)踐意義。本文以醫(yī)療診斷行業(yè)為背景,以S公司為研究對(duì)象,以品牌戰(zhàn)略營(yíng)銷理論為指導(dǎo),深入訪談?wù){(diào)查并收集第一手資料和數(shù)據(jù),運(yùn)用問(wèn)卷調(diào)查法、案例分析法、文獻(xiàn)歸納法等方法,對(duì)得出的統(tǒng)計(jì)數(shù)據(jù)進(jìn)行處理分析,運(yùn)用SWOT分析、PEST分析工具等,對(duì)S公司品牌戰(zhàn)略營(yíng)銷面臨的環(huán)境與優(yōu)劣勢(shì)進(jìn)行了分析系統(tǒng)深入的研究。本文以S公司的品牌戰(zhàn)略體系作為研究對(duì)象。首先,對(duì)國(guó)內(nèi)外相關(guān)研究成果進(jìn)行了文獻(xiàn)歸納,整理出關(guān)于品牌戰(zhàn)略,品牌營(yíng)銷的文獻(xiàn)相關(guān)。在此基礎(chǔ)上,介紹了S公司醫(yī)療品牌現(xiàn)狀,案例介紹,剖析了目前S公司醫(yī)療產(chǎn)品在精準(zhǔn)醫(yī)療市場(chǎng)品牌推廣過(guò)程中所遇到的問(wèn)題,并給出公司在設(shè)計(jì)、實(shí)施品牌推廣策略的理論指導(dǎo)。其次,本文重點(diǎn)分析了S公司在中國(guó)的發(fā)展歷程及其競(jìng)爭(zhēng)環(huán)境狀況。通過(guò)調(diào)查問(wèn)卷分析,對(duì)S公司內(nèi)部的優(yōu)劣勢(shì)進(jìn)行了微觀分析,并對(duì)整個(gè)中國(guó)精準(zhǔn)醫(yī)療市場(chǎng)進(jìn)行了宏觀環(huán)境分析,找到了S公司的市場(chǎng)機(jī)會(huì)所在。最后通過(guò)SWOT分析矩陣對(duì)其品牌的競(jìng)爭(zhēng)環(huán)境進(jìn)行了全面分析。最... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：82 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENT
Abstract
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research Background
    1.2 Research Purpose
    1.3 Research Significance
    1.4 Research Contents and Methods
        1.4.1 Research Contents
        1.4.2 Research Methods
Chapter Ⅱ Literature Review
    2.1 Definition of Genetic Testing
        2.1.1 Genetic Testing
        2.1.2 Application Classification of Genetic Testing
    2.2 Main methods of genetic testing
        2.2.1 Next-Generation Sequencing
        2.2.2 Significance of Teleological Development
    2.3 Literature Review on Brand Marketing
        2.3.1 Related Theories of Brand
        2.3.2 Related Theories of Brand Strategies
        2.3.3 Related Theories of Brand Promotion
    2.4 Literature Review on Marketing Strategies of Medical Detection Market
        2.4.1 Current Situation of Medical Brand Marketing
    2.5 Summary
Chapter Ⅲ Case introduction of S company
    3.1 Development Cause of S Company
    3.2 Problems Faced by S company’s Brand Promotion
        3.2.1 The Questionnaire
        3.2.2 Low Brand Trust
        3.2.3 Low Market Share
        3.2.4 Low Brand Awareness
    3.3 Analysis on the Macro-environment
        3.3.1 Political and Legal Environment
        3.3.2 Economic Environment
        3.3.3 Population Environment
        3.3.4 Technological Environment
    3.4 Analysis on Current Market Research
        3.4.1 Analysis on Industrial Competitors
        3.4.2 Potential Competitors
        3.4.3 High Barriers to Entry into the Industry
        3.4.4 Analysis on Existing Competitors
        3.4.5 Analysis on the Buyer’s Pricing Ability
    3.5 Summary
Chapter Ⅳ Case Analysis of S Company
    4.1 SWOT Analysis on S Company
    4.2 Internal Feedback by Brainstorming
    4.3 Cause Analysis of the Current Situation of S Company’s Brand
        4.3.1 Lagging of Brand Building in the Overall Market
        4.3.2 Unclear Marketing Model
        4.3.3 Unclear Market Positioning
        4.3.4 Low Brand Influence Causing by Poor After-sales Service
    4.4 Summary
Chapter Ⅴ Brand Strategy Planning of S Company
    5.1 Integration of Channels to Expand Brand Awareness
        5.1.1 Academic Promotion
        5.1.2 Event Marketing
        5.1.3 Media Convergence
    5.2 Increasing of Market Share
        5.2.1 Identification of the Core Market
        5.2.2 Market Positioning of S Company’s Products
        5.2.3 Protection of Brand Value and Control of Sales Channels
        5.2.4 Construction of a Professional Marketing Team
    5.3 Improvement of After-sales Service System to Improve Brand Trust
        5.3.1 Assurance of Product Quality
        5.3.2 Assurance of Sales Channel Management
        5.3.3 Assurance of Service
    5.4 Summary
Chapter Ⅵ Conclusion
    6.1 Findings
    6.2 Limitations and Expectations
REFERENCES
APPENDIX A S公司液體活檢產(chǎn)品使用調(diào)查問(wèn)卷


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