毕业论文--甘舒霖基因重组人胰岛素产品营销策略研究.doc

PAGE PAGE 1 毕业设计(论文) 题 目 通化东宝公司甘舒霖基因重组人胰 岛素产品营销策略研究 甘舒霖基因重组人胰岛素产品营销策略研究 摘要 近年来，国内经济高速发展，人们物质生活水平不断提高，糖尿病患者和潜在糖尿病患者人数不断增长。人胰岛素的需求不断增加，市场前景广阔。随着中国生物制品现代化进程加快和经济全球化的发展，中国疫苗产业处于结构调整和行业重组的关键时期，对甘舒霖品牌人胰岛素产品的营销策略研究对其在国内市场的发展有着重要意义。本文在研究甘舒霖品牌产品在中国的产品营销策略的基础上，通过PEST分析、SWOT分析等多种分析方法以及大量的调研工作，并结合所学理论知识，认真分析研究了甘舒霖品牌产品在国内市场的战略环境和存在的问题，最后为通化东宝公司甘舒霖产品的营销策略做出了一些认识和建议，并结合认识最后为整个胰岛素行业的营销策略做出了相关建议。 关键词 人胰岛素 甘舒霖 产品营销策略 通化东宝公司 Title Research on Gansulin recombinant human insul product marketing strategy of Tonghuadongbao company Abstract In recent years with the rapid development of economy and the improvement of people’s living standards, the number of diabetic and potential diabetic is growing. As a result the demand of human insulin is increasing and the prospect of market is great. With the modernization of chinese biological products and the development of economic globalization, it’s significant to adjust the structure and restructure of our vaccine industry. It’s of great signification to investigate the marketing strategy of Gansulin human insulin products for its development in the domestic market. Through vast research work and combination with theory knowledge, the strategic environment of Gansulin in the domestic market and existing problems were analysed seriously in this article based on the investigation of the product marketing strategy of Gansulin in China via PEST analysis, SWOT analysis and some other analytical methods. Some view and recommendation about the marketing strategy of Gansulin products of Tonghuadongbao Company were given and some recommendation about the marketing strategy of the insulin industry were presented finally. Keywords Human insulin Gansulin Product marketing strategy Tonghuadongbao company 目 录TOC \o 1-3 \h \u HYPERLINK \l _Toc17165 一、绪论 PAGEREF _Toc17165 1 HYPERLINK \l _Toc31004 （一）研究的背景 PAGEREF _Toc31004 1 HYPERLINK \l _Toc19146 （二）研究的目的和意义 PAGEREF _Toc19146 1 HYPERLINK \l _Toc27865 （三）研究方法