Study On In Vitro Diagnostic Reagents And The Marketing Strategy Of GM Company

In vitro diagnostic (IVD) tests are medical devices to be used in vitro for the examination of specimens, including blood, urine, and tissue donations, from the human body to detect diseases, conditions, or infections. Some tests are used in laboratory or other health professional settings, and other tests are for consumers to use at home.Now, IVD has become the important part for disease, prevention, clinical diagnostic and health care testing. With China’s rapid economic development, people are concerning their health than before. Meanwhile, the government has published many good policies for building the rural medical system, urbanization construction and disease prevention and control. The IVD industry is promoted by these factors. The government supervised this industry more strictly. Now IDV industry is developing very fast and regularly.The foreign companies sharing the main IVD market in China, such as Roche, Abbott, Siemens, Beckman and Johnson. There are about400companies in China. There are only20companies’sales over one billion every year. Other companies are at same level, the company in small scale, the product category is single. These companies are developed slowly. The competition in the market is increasingly. In this situation, how to occupied the market and realized the goal of the company is very important. The company should make the market strategies with scientific theories and methods. According to analyzed the development and future of Chinese market, the influences of macro environment, including political factors, social-cultural Factors, economic factors and technical factors. State the growing trend and the problems of existence of IVD industry in China. It helped to understand the situation and trend of IVD companies.Firstly, analyzed the detailed information of GM company and find out the strength and weaknesses of the company by the way of SWOT.Secondly, selected the cardiovascular disease repaid detection as the target market by used the market segmentation theory. After analyzing and choosing the target market, also makes the marketing positioning.Based on the above analysis, established the strategy for products, price, promotion and place.Finally, series supporting measures are in place to guarantee all the market strategies.