核酸质谱仪是对核酸 DNA 进行测序分析的基因检测仪器平台，是分子生物学研究 的重要技术手段之一,目前已经在遗传病筛查、法医学个体识别、大众健康、药物基因组 学、病原微生物检测等分子诊断应用领域发挥越来越大的作用。 人类社会进入二十一世纪以来，健康问题将逐渐步入“3P”时代：预防（preventive） 医学，预测（predictable）医学以及个体化（personal）医学。2015 年美国和中国政府几 乎同时宣布启动“精准医学计划（precision medicine initiative）”。精准医学的核心思 想是在充分全面考虑每个个体在基因、环境和生活方式上的差异，以提高疾病防治和治 疗的有效性。随着精准医学时代的来临，对于个体化基因检测的需求日益强烈。AB 中 国公司如何把握机遇，及时研究市场趋势，实施适合中国国情的产品营销策略，尽快占 领新兴市场，在竞争中获得长期优势，是当下需要解决的重要问题。 本文以 AB 公司核酸质谱仪产品作为研究对象，首先通过相关文献综述阐述该领域 产品应用的市场现状，深度分析中国基因检测仪器的市场特点,并阐述国内外基因检测市 场的现状趋势特点。其次，通过宏观环境分析、竞争环境分析及核酸质谱仪的用户群体 分析，并借助 SWOT 分析工具总结出其营销组合战略。借助 STP 和 4P 营销组合梳理 AB 中国公司现存的营销策略问题及其原因，最终给出符合 AB 中国公司的市场营销改 进策略。 关键词：基因检测；核酸质谱仪；营销策略II Abstract Nucleic acid mass spectrometer is one of the platforms for sequencing and analyzing genes. Gene sequencing technology is an important technology in life science research. It has played an increasingly important role in genetic disease detection, forensic individual identification, public health, drug genome detection and other molecular diagnosis applications. Since the 21st century, human health problems will gradually enter the "3P" medical era: preventive medicine, predictive medicine and personal medicine. On January 20, 2015, President Obama delivered a state of the Union address, announcing the launch of the precision medicine initiative. At the end of the same year, the Chinese government announced the launch of the "China Precision medicine plan"; the core idea of precision medicine is to fully consider the individual differences in gene, environment and lifestyle, and improve the effectiveness of disease prevention and control. With the advent of the era of precision medicine, the demand for individual gene detection is increasingly strong. How AB company grasp the opportunity, study the market trend in time, implement the product marketing strategy suitable for China's national conditions, occupy the emerging market as soon as possible, and gain the long-term advantage in the competition is an important problem to be solved at present. In this paper, AB company's nucleic acid mass spectrometer products are taken as the research object. Firstly, the market status of the application of products in this field is summarized through relevant literature, the market characteristics of Chinese gene detection instruments are analyzed in depth, and the current situation and trend characteristics of domestic and foreign gene detection markets are described. Secondly, through the macro environment analysis, competitive environment analysis and the user group analysis of nucleic acid mass spectrometer, and with the help of SWOT analysis tools to summarize its marketing mix strategy. With the help of STP and 4P marketing mix to sort out the existing marketing strategy problems of AB company and their causes, and finally give the marketing improvement strategy in line with AB company. Key words: Genetic Testing ; Nucleic Acid Mass Spectrometer System ; Marketing StrategyIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 目 录........................................................................................................................................III 图表目录..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景与研究意义 ..................................................................................................... 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义.................................................................................................................... 2 1.2 文献综述 ......................................................................................................................... 3 1.2.1 文献综述................................................................................................................... 3 1.2.2 理论基础................................................................................................................... 3 1.3 研究方法与内容 ............................................................................................................. 6 1.3.1 研究方法................................................................................................................... 6 1.3.2 论文内容................................................................................................................... 6 第二章 AB 中国公司核酸质谱仪营销现状 ...........................................................................9 2.1 AB 公司发展历程概述.................................................................................................... 9 2.2 AB 中国公司组织架构.................................................................................................. 10 2.3 核酸质谱仪及消耗品产品介绍 ................................................................................... 11 2.3.1 核酸质谱仪器产品介绍......................................................................................... 11 2.3.2 消耗品介绍............................................................................................................. 12 2.3 核酸质谱仪营销现状 ................................................................................................... 14 2.3.1 STP 营销战略现状 .................................................................................................. 14 2.3.2 4P 营销组合策略现状............................................................................................. 15 2.4 本章小结 ....................................................................................................................... 16 第三章 AB 中国公司营销环境分析 .....................................................................................18 3.1 PEST 宏观环境分析 ...................................................................................................... 18 3.1.1 政治与法律环境分析............................................................................................. 18 3.1.2 经济环境分析......................................................................................................... 20 3.1.3 社会文化环境分析................................................................................................. 20IV 3.1.4 技术环境分析......................................................................................................... 21 3.2 AB 中国公司内部环境分析.......................................................................................... 22 3.2.1 资源条件................................................................................................................. 22 3.2.2 AB 中国公司业务内部能力 ................................................................................... 23 3.3 行业环境分析 ............................................................................................................... 23 3.3.1 潜在进入核酸质谱仪行业的企业.................................................