中核海得威生物科技有限公司营销策略研究 (2).docxVIP

摘 要中国呼气诊断行业是在21世纪后才发展起来的新兴行业，经过了十多年的发展与整合，中国呼气诊断行业不断地成熟和发展，具备着良好的前景。而中核海得威作为国内唯一一家集研发、生产、经营为一体的高新技术企业，依托于中国同福，在这样的条件下如何发奋图强引领呼气试验走向大众，是需要我们学习和研究的问题。首先，我通过对市场营销理论进行学习研究和理论分析，为市场细分、营销策略的研究提供了理论依据。然后，我通过结合4P角度理论分析中核海得威目前的发展战略，对海得威一贯坚持贯彻的营销策略按照产品、价格、渠道、促销等方面进行分析总结。并且，我理论结合实际对中核海得威的营销大环境进行系统分析。合理利用波特五力模型、SWOT等分析方法，认清中核海得威目前所面临的竞争环境和营销压力。 进而结合中核海得威目前的营销方式，指出其在各个方面存在的问题。最后，通过全文的环境和策略分析，对中核海得威的经营方式提出合理化的建议，在产品、价格、渠道、促销等方面均提出来改进的意见。关键词：营销策略；SWOT分析；五力模型AbstractBreath?diagnosis?industry?in?China?is?developed?after?emerging?industries?in?the?21st?century,?after?more?than?a?decade?of?development?and?integration,?China?breath?diagnosis?industry?constantly?mature?and?development,?has?a?good?prospect.?And?sea?in?nuclear?power?as?the?only?a?collection?of?r?d,?production,?operating?as?one?of?the?high-tech?enterprises,?relying?on?China?with?blessing,?in?this?context?how?out?of?a?road?to?development?is?a?problem?worthy?of?our?thinking?and?exploringFirst of all, this thesis makes a literature review on the theory of marketing, which provides the theory evidences to the research of marketing management. Secondly, this thesis analyzes the marketing strategies of LiuGeHeTao from the perspective of 4P. The thesis analyzes the current marketing strategies of LiuGeHeTao and summarizes it according to the product, price, channel, promotion and other aspects. Thirdly, through the Porters Five Forces Model, SWOT analysis method, this thesis recognizes the current marketing environment of LiuGeHeTao. And then combined with existing marketing methods, it points out the insufficiency which exists in all aspects. Finally, through the analysis of the environment and marketing strategies of LiuGeHeTao ,the thesis put forward some correspondent suggestions on the product, price, channel, promotion and other aspects.Keywords： Marketing strategies；SWOT analysis；Five forces model目 录摘 要 IAbstract II第1章 绪 论 11.1研究背景、目的及意义 11.1.1研究的背景 1111.2.1国外研究现状 11.2.2国内研究现状 451.3.1主要研究内容 51.3.2主要研究方