The Analysis Of In-Vitro-Diagnostic Industry In China And Research Of Marketing Strategy For DS Company

This thesis analyzed the basic circumstance of in-vitro-diagnostic industry in China in detail: Including the in-vitro-diagnostic reagent classification and characteristic of diagnostic product, the current situation and the future development of in-vitro-diagnostic industry market in China. It has elaborated the challenge and opportunity which will be faced by domestic in-vitro-diagnostic industry in the developing process and given several suggestions of the development about domestic in-vitro-diagnostic industry. It has analyzed the effect on the diagnostic reagent of macro environment, especially emphasized the impact on the in-vitro-diagnostic industry of the social, economic, technical, political factors. At the same time, gave a description of the current circumstance of the global in-vitro-diagnostic field and the 2006 economic situation of the medical industry in China to understand the domestic clear macro environment.DS is an Italian professional in-vitro-diagnostic company which focuses on the immunodiagnostics market segment. From 2006 DS started to build representative office in China to enhance the market force. This thesis had introduced DS market developed history in China, analyzed the revenue and profit of DS group and DS China. This thesis had a detailed description of the marketing development and strategy of DS company in China. This thesis fractionized the market of the DS company using the tools of market subdivision. Then selected the target market for DS company based on the analysis. What's more, this thesis further analyzed the market strategy and market orientation of DS company.In conclusion, as a senior sales person in diagnostic field the author try to analysis the domestic in-vitro-diagnostic industry and use DS as a practical case to show a foreign company how to develop in China step by step.