本文關鍵詞： 分析儀器 營銷策略 SWOT分析 4P理論　出處：《蘭州大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,國內食品安全、環(huán)境污染問題日益頻發(fā),對此,中央政府各部委和各省市的分析檢測單位對實驗室的投入力度逐步加大,分析檢測儀器需求量增大,分析檢測儀器市場增長迅速。分析檢測儀器正在朝著更高的靈敏度、更低的檢出限、更高的準確率、更快的分析速度、更低的檢測成本、更專業(yè)化、智能化、自動化、簡便的操作系統(tǒng)等新的方向發(fā)展。隨著分析儀器事業(yè)的蓬勃進步和分析儀器儀器本身的特色,會偏向當做成一個單獨的科學儀器類別,將其從原先的解析儀器中劃分出去。如今,跨國企業(yè)以及中國本地的企業(yè),在分析儀器儀器方面的探究進行很多,但是在對營銷途徑方案的探究相對不高。捷安公司的前身是惠普公司分析儀器部,自惠普公司1985年進入中國,其分析儀器作為分析化學的重要手段被科研及檢測工作者大量使用。捷安公司的氣相色譜儀(GC),氣相色譜質譜聯(lián)用儀(GC-MS),液相色譜儀(HPLC),液相色譜質譜聯(lián)用儀(LC-MS),紫外分光光度計(UV)等被廣泛應用于石油化工,生命科學,食品藥品安全,環(huán)境保護等領域。隨著客戶需求更加多元化以及市場競爭加劇,捷安公司在銷售方面遇到瓶頸。因此,在當前形勢下,制定一套具有針對性和前瞻性的營銷策略成為當務之急。論文以捷安公司西北區(qū)域分析儀器業(yè)務營銷策略為研究主題,結合行業(yè)的背景分析,指出該業(yè)務在西北區(qū)域營銷面臨的銷售收入增長緩慢,市場占有率下降的問題,對捷安公司西北區(qū)域內外部各項因素,尤其是內部優(yōu)勢和劣勢,外部的機會和挑戰(zhàn)進行分析診斷,基于營銷4P理論給出產品、價格、渠道以及促銷等四個方面的營銷策略,最后提出營銷策略得以順利實施的保障措施。
[Abstract]:In recent years, domestic food safety and environmental pollution problems have become increasingly frequent. As for this, the central government ministries and commissions and the analysis and testing units of provinces and cities have gradually increased their investment in laboratories, and the demand for analytical testing instruments has increased. The market for analytical and testing instruments is growing rapidly. Analysis and testing instruments are moving towards higher sensitivity, lower detection limits, higher accuracy, faster analysis speed, lower detection costs, more specialized, intelligent, automated, New directions such as simple operating systems. With the booming development of analytical instrumentation and the characteristics of analytical instruments themselves, they tend to become a separate category of scientific instruments. Now multinationals, as well as local companies in China, do a lot of research on analytics. But the search for a marketing approach is relatively modest. The company's predecessor, Hewlett-Packard Analytical Instruments, has been in China since 1985, when Hewlett-Packard entered China. As an important means of analytical chemistry, the analytical instrument has been widely used by scientific research and inspection workers. Gas chromatograph (GC), gas chromatography-mass spectrometry (GC-MSX), liquid chromatograph (HPLC), liquid chromatography-mass spectrometry (LC-MS), ultraviolet spectrum (UV). Photometer (UV) is widely used in petrochemical industry. Life science, food and drug safety, environmental protection and other fields. As customers' needs become more diversified and market competition intensifies, Jeon has encountered bottlenecks in sales. Therefore, in the current situation, It is urgent to formulate a set of targeted and forward-looking marketing strategies. It is pointed out that the sales revenue and market share of the business in Northwest region are increasing slowly, and the internal and external factors, especially the internal advantages and disadvantages, are brought to bear on the internal and external factors, especially the internal advantages and disadvantages. The external opportunities and challenges are analyzed and diagnosed. Based on the marketing 4p theory, the marketing strategies of product, price, channel and promotion are given. Finally, the guarantee measures for the successful implementation of the marketing strategy are put forward.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.4

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