基于ISM-AHP的中国海洋生物医药产品市场开拓影响因素研究

摘要

本文基于系统工程理论,从海洋生物医药生产企业、产品自身、消费者需求、政策保障、技术水平五个层面确定26个影响中国海洋生物医药产品市场开拓的因素;通过构建海洋生物医药产品市场开拓影响因素的四级递阶解释结构模型(ISM),确定各影响因素之间的层次结构和制约关系;运用层次分析法(AHP)计算影响因素指标体系中13个直接要素的权重.结果表明,海洋生物医药产品的市场供给、品牌知名度、政府扶持力度、替代产品威胁四个因素对海洋生物医药产品市场开拓的影响较大,权重分别为0.2894、0.1776、0.1663和0.1027.针对研究结果,从市场供给、营销推广、政府扶持、国际合作四个方面提出了加快中国海洋生物医药产品市场开拓的对策建议,以期推动中国海洋生物医药业健康持续发展.%Based on the System Engineering T heory,this paper concludes 26 factors influencingChina marine biopharmaceutical product market development from five aspects,including enterprises,products, consumers,technology,and policy.This paper sets up a four-hierarchy Interpretive Structural Model (ISM)for marine biopharmaceutical product market development,to figure out the structure and relation-ship among these factors.Analytical Hierarchy Processwas used to calculate the weights of 13 direct fac-tors in the system.It was found that there are four factors that have major effects on the market develop-ment,w hich are product supply,brand recognition,government financial support,and.substituted prod-ucts threat,and their weights are0.2894,0.1776,0.1663,and 0.1027,respectively.Based on the above a-nalysis,weproposedpromoting healthy and sustainable development for China marine biopharmaceutical product marketfocusing on market supply,marketing promotion,government support,and international corporation.