A Study Of Marking Strategy For Liangshan Prefecture Gene Sequencing Market Of BR Genomics Co.,Ltd

In the 21 st century,the strategic position of biotechnology in leading the future economic and social development in the international and domestic fields has become increasingly prominent,the Chinese government has increased industrial support for the bio-industry development,especially in the field of gene sequencing,and has successfully introduced a number of related policies,plans and other industry guidance.In this context,the gene sequencing industry,which is an emerging sunrise industry,has also achieved explosive rapid development in the past two decades.The main purpose of this paper is to make BR Gene Company as the research object,integrating domestic and foreign scholars’ research on marketing strategies,and use modern marketing strategies as theoretical guidance to gather the development trends of the gene sequencing industry at home and abroad.The marketing strategy of Liangshan Prefecture gene sequencing market is analyzed in detail and relevant modification suggestions are made.First of all,this paper introduces the background of the gene sequencing industry,the background of BR Gene Company,and the gene testing market in Liangshan Prefecture from the macro and micro perspectives,and then,the author who briefly explains the research purpose and significance of this paper,and also discusses the research content and research methods of this paper.The main research methods include literature review,PEST,SWOT and questionnaire survey.Secondly,the paper discusses the literature review and its theoretical basis.The main content which includes the theoretical basis of marketing and the current status quo and development trend of domestic and foreign gene sequencing markets,with emphasis on 4Ps,STP,product life cycle theory and the development of domestic gene sequencing markets,which become the quiet important preparation for the paper’s study later.Then,this paper uses the PEST analysis method to analyze the policy environment,economic environment,social and cultural environment and scientific environment of the Liangshan market,and analyzes the advantages and disadvantages of the BR gene and the threat of opportunities through SWOT,and conducts a questionnaire survey.Analysis,and also those three analysis results will be made of the major information for the research content of paper.This paper then uses STP theory to analyze the status and problems of BR gene in market segmentation,target market and market positioning,and uses 4Ps marketing theory to analyze the status of BR gene: product strategy,pricing strategy,channel strategy and promotion strategy.Those status and problems will become the important references for improving the marketing strategy in Liangshan Prefecture gene sequencing market.Finally,this paper combines the results of analysis above,to make suggestions for improving STP strategy,and the modified suggestions for four strategies of product,pricing,channel,and promotion are given in Liangshan Prefecture gene sequencing market of BR.Especially,based on product life cycle theory,which focus on product strategy suggestions during the introduction phase.The end of this paper mainly summarizes the insufficiency,and look forward to the future research according to five aspects.