The Channel Strategy Research On Life Science Sector Of Agilent Technologies In China

With the development of life Science and the uniqueness of theseinstruments, the Life Science Instruments would be preferred to be listed as aseparate type of scientific instrument from Chemical Analytical Instruments.Regardless of state-owned enterprises and multinational corporations, thestudy of sales channels should become important part of their focus instead ofR&D. Take an example of the channel strategy on life sciences sector ofAgilent Technologies in China, we find a lot of channel problems. Then wediagnosis these problems and give the solutions.By analyzing the internal and external environment, this essay clearlyfound the current situation of life sciences sector of Technologies in China.Then we made a competitive analysis combined with Porter’s Five Forcestheory, which provided Data base for the subsequent analysis. Afterwards,the essay used SWOT、4P、4C、5R theory to formulate Marketing Strategy inorder to instruct Channel strategy.Channel strategy, is divided into two parts: channel structure and channel management. Therefore, this article is also based on these twoaspects. It combined theory and innovation methods, as well as the status quoof Life Sciences business of Agilent Technologies in China and thecomparison and contrast with equivalent competitors’. Then we found manyproblems existing in sales channels and optimized them.This essay combined qualitative and quantitative method to evaluate itsexisting sales channels and to propose necessary optimization strategy. Thecombination of normative research and mathematical statistics method wasapplied to sales channel management and crisis prevention module.This article aims to develop the reference view toward such emergingLife Science industry by analyzing a real case.