摘 要

随着生物塑化标本销售收入在H公司营业性收入所占比重逐年增加,生物塑化标本

销售业务的重要地位凸显,随之而来的在营销过程中出现的一些问题也逐渐显露。为了

使得H公司在激烈的市场竞争中能够生存和发展,为H公司制定适应市场发展需要,具

有强有力竞争能力的营销策略显得尤为重要。

本文通过对生物塑化行业的外部环境及H公司内部环境以及行业竞争格局的分析,

结合生物塑化标本市场需求的特性,对生物塑化标本的市场进行细分,并结合H公司自

身的资源及能力的特征及优劣势的分析来进行目标市场的选择并对H公司进行准确的市

场定位,通过实施产品策略、价格策略、渠道策略以及促销策略为H公司制定全新的营

销组合策略。保证H公司营销收入的持续增长,并提高H公司的知名度和美誉度,树立

其行业领导者的地位。

希望通过本文对H公司生物塑化标本营销策略的研究,对于H公司的生物塑化标

本的销售有借鉴及指导的意义。

关键词:生物塑化标本;营销策略

H公司生物塑化标本营销策略研究

H Company Marketing Strategy Study

Abstract

With the increment of plastinated specimens' sale and a hi^i proportion which in the

operating income of H Company,the importance of the plastinated specimens' sale becomes

more and more important. And some problems appear gradually. To survival and

development of H Company in the fierce market completion,a proper and competitive market

strategy should be formulated.

Through the study of the external environment of plastination and internal environment of

H Company and the analysis of the competition pattern, and integrate with the characteristics of

plastinated specimens5 market development to divide it into segments according to costomers

requirements and select the target market integrated with H company's resources and abilities.

Through combining production strategy, price strategy, place strategy and promotion strategy

to achieve the marketing strategy to prompt the developing of H Company and make it tiie

leadership of the plastination industry.

Hope that through the study of H Company's market strategy to instruct the sale of H

Company's plastinated specimens.

Key Words: Plastinated specimen; Marketing strategy

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