1978 年以来改革开放 40 多年的征程，为我国各行各业的迅猛发展提供了机遇，其 中随着科技水平、生活水平、人民健康意识的提高，医药行业更是得到了迅速发展， 成为拉动我国国民经济发展的新的增长点。生物医药产业作为医药行业新生代的代表， 其生产总值比重占医药行业产值越来越大。但在迅猛发展的势头之下，生物医药行业 也暴露出了如研发周期长、研发成本高、技术突破难等一系列问题。 2018 年 1 月 3 日，国务院以国函〔2018〕1 号文件正式批复《山东新旧动能转换 综合试验区建设总体方案》，同意山东省设立山东新旧动能转换综合试验区。这是党 的十九大胜利召开以后，全国范围内批复的第一个区域性国家发展战略综合试验区， 同时也是我国首个以“新旧动能转换”为主题的区域发展战略综合试验区。《山东新 旧能转换综合试验区建设总体方案》中提到“要布局生物医药等新兴产业”，这在一 定程度上为生物医药企业发展提供了新的机遇。 本课题以平原县 D 生物科技有限公司作为研究对象，通过文献资料法对国内外相 关文献进行了整理与分析，对平原县 D 生物科技有限公司现阶段的营销模式,以及新旧 动能转换重大工程的实施对其营销模式产生的影响进行了具体分析，并提出了新政策 实施背景下营销策略的建议，为平原县 D 生物科技有限公司营销环节提供了理论参考 与实践依据。本课题在以下三个角度出发，对平原县 D 生物科技有限公司市场营销问 题进行了研究： 第一，针对课题研究的实际需要，本文从宏观和微观两个角度出发，对平原县 D 生物科技有限公司的营销环境进行了系统性和整体性的研究。第二，通过采取问卷调 查法、实地访谈等方式对平原县 D 生物科技有限公司销售现状进行分析，分别在产品、 价格、渠道及促销四个方面提出营销现存问题，并进行分析与研究。第三，利用 4C、 4P 等营销理论，详细讨论了在新旧动能转换工程实施的背景下，通过对市场细分、 目 标市场选择及市场定位的分析，平原县 D 生物科技有限公司在产品、价格、渠道及促 销等方面的营销策略的实施，并提出实施策略的保障措施。通过对新旧动能转换工程 实施背景下平原县 D 生物科技有限公司营销策略这一课题进行研究，希望能够有助于 我国医药行业的发展。 关键词：新旧动能转换，生物医药，营销，4P，4C山东建筑大学硕士学位论文 II ABSTRACT During the over 40 years after the Reform and Opening-up in 1978, all industries of China embraced perfect opportunities for rapid development, among which the pharmaceutical industry advanced especially fast with the improvement of science and technology, people’s living standard and health consciousness, which then became a new growth point driving the development of national economy. Biological medicine is the new-generation representative of the pharmaceutical industry and its total output value proportion is increasingly high in the whole industry. However, despite its rapid development, multiple problems such as long research and development period, high cost, lack of technical breakthroughs break out and block its development. On January 3, 2018, the State Council officially approved The Overall Construction Scheme of Shandong Comprehensive Test Area for New and Old Kinetic Energy Conversion with National Document 1 〔2018〕, ratifying the construction of Shandong Comprehensive Test Area for New and Old Kinetic Energy Conversion. This is the first regional comprehensive test area for national development in China after the 19th National Congress of the Communist Party of China. Also, it is the first one of China themed on new and old kinetic energy conversion. It is mentioned in the scheme that more attention should be paid to new industries such as biological medicine, which, to some extent, provides new opportunities for the development of biological medicine enterprises. This thesis, with the D Biotechnology Co., Ltd. of Pingyuan county as research object, sorts out and analyzes foreign and domestic literature with the method of literature review. Besides, it implements detailed analysis for the influence of the company’s current marketing mode and the implementation of new and old kinetic energy conversion project on its marketing mode, which provides theoretical and practical reference for the marketing link of biological medicine companies. The thesis studies the marketing problems of D Biotechnology Co., Ltd. from the following perspective: First, based on the practical needs of the thesis, systematic and integral research is conducted for the marketing environment of D Biotechnology Co., Ltd. from macro and micro perspectives. Second, the sales condition of the company is analyzed by means of山东建筑大学硕士学位论文 III questionnaire, field interview, etc. Existing problems concerning products, price, channels and promotion are proposed, analyzed and studied. Third, based on the analysis of market segmentation, target market selection and market positioning and by means of marketing theories such as 4C, 4P, etc., the implementation of marketing strategies on products, price, channels and promotion of the company in the background of new and old kinetic energy conversion is specifically expounded. In addition, implementation and safeguard measures are also provided. This thesis studies the marketing strategies of D Biotechnology Co., Ltd. in the background of new and old kinetic energy conversion, attempting to facilitate the development of China’s pharmaceutical industry. Key Words: New and old kinetic energy conversion, Biological medicine, Marketing, 4P,4C山东建筑大学硕士学位论文 IV 目 录 第 1 章 绪 论......................................................................................................... 1 1.1 研究背景及意义...............................................................................................................1 1.2 文献综述...........................................................................................................................4 1.3 研究内容...........................................................................................................................6 1.4 研究方法与创新点...........................................................................................................8 第 2 章 相关概念及理论综述...........................................................................10 2.1 相关概念阐述.................................................................................................................10 2.2 相关理论基础.................................................................................................................12 第 3 章 平原县 D 生物科技有限公司营销环境分析........................................ 16 3.1 公司简介.........................................................................................................................16 3.2 宏观环境.........................................................................................................................16 3.3 行业环境.........................................................................................................................20 3.4 内部环境.........................................................................................................................20 第 4 章 平原县 D 生物科技有限公司营销现状及现存问题............................ 23 4.1 组织架构及销售现状.....................................................................................................23 4.2 营销策略现状.................................................................................................................23 4.3 D 生物科技有限公司营销现存问题.............................................................................25 第 5 章 新旧动能转换背景下 D 生物科技有限公司营销策略制定..............29 5.1 基于 STP 理论的目标市场定位.....................................................................................29 5.2 基于 4P 和 4C 营销理论的营销策略制定.....................................................................30 第 6 章 D 生物科技有限公司营销策略实施的保障措施............................... 35 6.1 组织保障.........................................................................................................................35 6.2 人才保障.........................................................................................................................35 6.3 信息保障.........................................................................................................................36 第 7 章 结论及展望...........................................................................................38 7.1 结论.................................................................................................................................38山东建筑大学硕士学位论文 V 7.2 展望.................................................................................................................................38