| ACKNOWLEDGEMENT | 第4-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| Chapter Ⅰ Introduction | 第17-21页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Research Purpose | 第18页 |
| 1.3 Research Significance | 第18-19页 |
| 1.4 Research Contents and Methods | 第19-21页 |
| 1.4.1 Research Contents | 第19-20页 |
| 1.4.2 Research Methods | 第20-21页 |
| Chapter Ⅱ Literature Review | 第21-35页 |
| 2.1 Definition of Genetic Testing | 第21-24页 |
| 2.1.1 Genetic Testing | 第21-23页 |
| 2.1.2 Application Classification of Genetic Testing | 第23-24页 |
| 2.2 Main methods of genetic testing | 第24-25页 |
| 2.2.1 Next-Generation Sequencing | 第24-25页 |
| 2.2.2 Significance of Teleological Development | 第25页 |
| 2.3 Literature Review on Brand Marketing | 第25-33页 |
| 2.3.1 Related Theories of Brand | 第25-29页 |
| 2.3.2 Related Theories of Brand Strategies | 第29-30页 |
| 2.3.3 Related Theories of Brand Promotion | 第30-33页 |
| 2.4 Literature Review on Marketing Strategies of Medical Detection Market | 第33-34页 |
| 2.4.1 Current Situation of Medical Brand Marketing | 第33-34页 |
| 2.5 Summary | 第34-35页 |
| Chapter Ⅲ Case introduction of S company | 第35-52页 |
| 3.1 Development Cause of S Company | 第35-36页 |
| 3.2 Problems Faced by S company’s Brand Promotion | 第36-40页 |
| 3.2.1 The Questionnaire | 第36-38页 |
| 3.2.2 Low Brand Trust | 第38页 |
| 3.2.3 Low Market Share | 第38-39页 |
| 3.2.4 Low Brand Awareness | 第39-40页 |
| 3.3 Analysis on the Macro-environment | 第40-45页 |
| 3.3.1 Political and Legal Environment | 第41-42页 |
| 3.3.2 Economic Environment | 第42-44页 |
| 3.3.3 Population Environment | 第44页 |
| 3.3.4 Technological Environment | 第44-45页 |
| 3.4 Analysis on Current Market Research | 第45-51页 |
| 3.4.1 Analysis on Industrial Competitors | 第46-49页 |
| 3.4.2 Potential Competitors | 第49页 |
| 3.4.3 High Barriers to Entry into the Industry | 第49-50页 |
| 3.4.4 Analysis on Existing Competitors | 第50页 |
| 3.4.5 Analysis on the Buyer’s Pricing Ability | 第50-51页 |
| 3.5 Summary | 第51-52页 |
| Chapter Ⅳ Case Analysis of S Company | 第52-60页 |
| 4.1 SWOT Analysis on S Company | 第52-54页 |
| 4.2 Internal Feedback by Brainstorming | 第54-57页 |
| 4.3 Cause Analysis of the Current Situation of S Company’s Brand | 第57-59页 |
| 4.3.1 Lagging of Brand Building in the Overall Market | 第57-58页 |
| 4.3.2 Unclear Marketing Model | 第58-59页 |
| 4.3.3 Unclear Market Positioning | 第59页 |
| 4.3.4 Low Brand Influence Causing by Poor After-sales Service | 第59页 |
| 4.4 Summary | 第59-60页 |
| Chapter Ⅴ Brand Strategy Planning of S Company | 第60-77页 |
| 5.1 Integration of Channels to Expand Brand Awareness | 第60-66页 |
| 5.1.1 Academic Promotion | 第60-62页 |
| 5.1.2 Event Marketing | 第62-64页 |
| 5.1.3 Media Convergence | 第64-66页 |
| 5.2 Increasing of Market Share | 第66-72页 |
| 5.2.1 Identification of the Core Market | 第67-68页 |
| 5.2.2 Market Positioning of S Company’s Products | 第68-71页 |
| 5.2.3 Protection of Brand Value and Control of Sales Channels | 第71页 |
| 5.2.4 Construction of a Professional Marketing Team | 第71-72页 |
| 5.3 Improvement of After-sales Service System to Improve Brand Trust | 第72-76页 |
| 5.3.1 Assurance of Product Quality | 第72-73页 |
| 5.3.2 Assurance of Sales Channel Management | 第73-74页 |
| 5.3.3 Assurance of Service | 第74-76页 |
| 5.4 Summary | 第76-77页 |
| Chapter Ⅵ Conclusion | 第77-79页 |
| 6.1 Findings | 第77-78页 |
| 6.2 Limitations and Expectations | 第78-79页 |
| REFERENCES | 第79-81页 |
| APPENDIX A S公司液体活检产品使用调查问卷 | 第81-82页 |
