The Research Of Differential Strategy For Chemistry Product Of Bayer Company In China Market

Regarding as the peculiar product, the medical device has been widely used for disease diagnosing, curing or relieving and health-care recovery and so on. In vitro diagnostics (IVD) product is one of the fastest growing segments of the medical device industry because of its speediness, cheapness, non-invasiveness and accuracy. Full-automatic chemistry analyzer is the indispensable apparatus for laboratory department in hospital and its revenue climbs almost by 50 percent profit margin of total laboratory. So the customers pay more attention to purchase the chemistry instrument. China market with the high concentration of IVD companies includes America, Japan, Germany and others in the world due to the high return of the product. The transparency market and high homologous products further advance fierce competition in china IVD market.With the world economy globalizing and Chinese market economies reforming deeply, the international companies are facing with much more new challenges and opportunities. Differential strategy is one of edge tolls undoubted for breaking through the besieging, enhancing the core competitive power and building to last for a successful enterprise. The study explores the market situation, trend and core competitive power of Bayer's chemistry product in china IVD market. Bayer Company will establish the synthetically differential strategy, which is the system, the core of delighted and integrated customer experiences with four dimensions differentiation such as brand, channel, product and service. The paper explains Bayer Company how to implement and evaluate performance of the strategy. Through the strategy, Bayer Company can find out the Blue Ocean of chemistry product, enhance core competence, and acquire symmetrical expanding of product portfolio, keep sustainable development in future.