發(fā)布時(shí)間：2023-07-30 17:14

　　近年來(lái),為了推進(jìn)產(chǎn)業(yè)結(jié)構(gòu)升級(jí),國(guó)家支持“專精特新”中小企業(yè),出臺(tái)了一系列政策。包括創(chuàng)業(yè)型企業(yè)在內(nèi)的中小微企業(yè)雇傭了近80%的勞動(dòng)力,在解決社會(huì)就業(yè)及扶持地方經(jīng)濟(jì)上有著關(guān)鍵影響。創(chuàng)業(yè)型企業(yè)的生命周期之短被廣為討論,但對(duì)于市場(chǎng)定位在創(chuàng)業(yè)型企業(yè)發(fā)展中的研究案例卻比較少見(jiàn)。新冠病毒戰(zhàn)疫過(guò)程暴露了醫(yī)用冷鏈運(yùn)輸行業(yè)的短板,盡管再生醫(yī)學(xué)和細(xì)胞產(chǎn)業(yè)的市場(chǎng)穩(wěn)步增長(zhǎng),但生物制品﹣196℃物流市場(chǎng)目前仍遠(yuǎn)遠(yuǎn)落后,新興產(chǎn)業(yè)的發(fā)展契機(jī)更待突破。“專精特新”中小企業(yè)投身新興市場(chǎng)謀求發(fā)展,然而成為“小巨人”的機(jī)遇之下,卻也挑戰(zhàn)及困難重重。發(fā)展一個(gè)成功的企業(yè)最重要的先決條件是識(shí)別和定義市場(chǎng)。企業(yè)在初創(chuàng)時(shí)期的失敗,往往是在市場(chǎng)細(xì)分中定位的失敗。天九是一家高企,目前正在開(kāi)發(fā)生物制品﹣196℃物流新業(yè)務(wù)。然而,對(duì)銷售團(tuán)隊(duì)來(lái)說(shuō),尋找目標(biāo)市場(chǎng)的過(guò)程充滿挑戰(zhàn)。其最初選擇的高校科研機(jī)構(gòu)這一市場(chǎng)的需求過(guò)于分散,客戶開(kāi)發(fā)成本過(guò)高,導(dǎo)致了業(yè)務(wù)停滯、虧損。在此發(fā)展之攸關(guān),天九需要一個(gè)綜合的市場(chǎng)定位戰(zhàn)略來(lái)幫助其渡過(guò)難關(guān)。基于李飛的市場(chǎng)定位鉆石模型獨(dú)特的指導(dǎo)框架,本文旨在分析天九面臨的市場(chǎng)定位問(wèn)題,探索創(chuàng)業(yè)型企業(yè)可持續(xù)發(fā)展的綜合市場(chǎng)定位戰(zhàn)略。...

【文章頁(yè)數(shù)】：90 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
    1.1 Research background
    1.2 Research purpose and significance
    1.3 Research methods
    1.4 Research content and framework
2 Literature Review
    2.1 Main concepts
        2.1.1 Entrepreneurial enterprise
        2.1.2 Pharmaceutical cold chain
        2.1.3 -196℃biologics'logistics
        2.1.4 Market positioning in this article
    2.2 Related literature
        2.2.1 Status quo of foreign research
        2.2.2 Current status of domestic research
    2.3 Market positioning theory and a brief review of literature
    2.4 Comprehensive model of competitive positioning strategy
3 Case Description
    3.1 Introduction of Tingo Company
    3.2 Introduction and operation status of-196℃ biologics' logistics business
    3.3 Problem focus of the -196℃biologics' logistics
4 Case Analysis
    4.1 SWOT Analysis of Tingo
        4.1.1 S(strengths)
        4.1.2 W(weaknesses)
        4.1.3 O(opportunities)
        4.1.4 T(threats)
        4.1.5 SWOT Matrix
    4.2 Market Positioning Analysis of Tingo
        4.2.1 The First Step:Finding the Target Markets Analysis(“zhaowei”找位 in Chinese)
        4.2.2 The Second Step:Market Positioning Analysis(“xuanwei”選位 in Chinese)
        4.2.3 The Third Step:Marketing-mix(7Ps) Analysis(“daowei” 到位 in Chinese)
        4.2.4 Tingo's 7Ps Strategy
5 Conclusion
    5.1 Main conclusions
    5.2 The limitations and prospects of the thesis research
References
AppendixⅠ
AppendixⅡ
AppendixⅢ



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