A公司市場營銷和研發(fā)戰(zhàn)略分析.pdf

1、對外經(jīng)濟貿(mào)易大學碩士學位論文A公司市場營銷和研發(fā)戰(zhàn)略分析姓名：苗得園申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：劉寶成201105AbstractAlong、析mtherapiddevelopmentoflivestockhusbandryinChinathemarketsizeforveterinarytestinggrowsveryfastduetotheappearanceofmoreandmoretheanimalfarmsand

2、therisinglivestockpopulationInrecentyears，theintensiveoutbreaksoffootandmouthdiseaseandavianinfluenzaalsevealedtheabsenceofbio—securityinOUtanimalproductionsystem，whichleadtotherapiddevelopmentofveterinarytestingindustry

3、ThemarketsizeofanimaltestingproductsinChinawas500millionRMBin2008，thesizeofAI，CSFVFMDandPRRSwere50million，180million，60millionand40millionrespectivelyThetotalmarketsizeofotherdiseasesis170millionHoweverthemarketsizeexcee

4、ded700millionRMBin2009Therefore，themarketforveterinarytestingproductshasahugepotentialandpresentsanexcellentopportunityforrapiddevelopmentAsasubsidiaryofaglobalmarketleadercompanyAfocusesitsbusinessondiagnosticsandtestin

5、gsolutionsforanimalhealth，waterandmilkqualitymonitoringThiscompanyhasanintegratedportfolioofanimalsidediagnostictests，pointofcareinstruments，referencelaboratoryservices，digitalradiographyandpracticemanagementsolutionsAtt

6、hismoment，CompanyAhasoccupiedmorethan70％marketshareofimposedproductsinChinaHoweverAcompanyalsofacedtheexpansionofcustomerneedsandtheincreasingcompetitionhence，thecurrentproductdevelopmentandmarketingmodelshouldbereviewed

7、andabetterproductdevelopmentandmarketingmanagementsystemshouldbeestablishedBasedonreviewofrelatedtheories，CompanyAischosenasthesubjectforthisstudytoperformindustryenvironmentalanalysis，PESTanalysis，competitionenvironment

8、analysis，SWOTanalysis，andSOonThedisadvantagesinproductdevelopmentstrategyandmarketingstrategyofCompanyAhavebeenanalyzedInaddition，STPtoolWasalsousedheretoanalyzethemarketsegmentation，targetingandpositioningofCompanyABase

9、donthisanalysis，recommendationsaregiventoimproveproductdevelopmentsystemandmarketingsystemThispaperalsosummarizesthebusinessmodelforanimaltestingindustriesandcouldbeagoodreferenceforcompaniesinrelevantindustriesKeywords：