Study On X Biotechnology Company Dendrobium Officinale Marketing Strategy

The Outline of Chinese Traditional Medicine Development Strategy has pointed out that everyone has access to the service of Chinese traditional medicine by 2020, which means China will attach more importance to the inheritance, development and innovation of Chinese traditional medicine in the next decade. For the purpose of achieving this goal, the development of the Chinese traditional medicine innovation is a top priority; the strength of innovation is required at the same time, especially the combination of the technology related to Chinese traditional medicine with the modern science and technology. Chinese traditional medicine will play a significant role in deepening the reform of medical health system in the future.The cultivation of traditional Chinese medicinal materials is indispensable to its development. The generalization of Chinese traditional medicine service is bound to increase the demand of traditional Chinese medicinal materials, especially rare medicinal plant. X Biotechnology Company is a newly-rising enterprise founded in 2010. During the past five years of its growth, the company specialized in the seedling and breeding of rare orchidaceous medicinal plant, especially the cultivation of the seeds of dendrobium officinale. However, due to the lack of scientific marketing concept, brand awareness, and blind production, the seed products were confronted with the unsalable situation, which led to the loss of the company. Meanwhile, owing to the lack of the professional marketing team, the company encountered various problems during its marketing process.Based on the current situation of X Biotechnology Company, this paper puts emphasis on analyzing the problems and the causes in the marketing of the company; as well as the marketing environment from the aspects of macro-environment and microenvironment. This paper will also analyze the competitive strengths and weaknesses, opportunities, and threats of the company by using SWOT analysis. And find solutions to the problems concerned with marketing strategy by using the STP strategy of X Biotechnology Company. Lastly, there will be effective measures on the implementation of the marketing strategy provided in the paper from the aspects of human resource, secrecy of the core technology, and marketing team building.To sum up, by studying the problems appearing in the marketing process of the seeds of dendrobium officinale under the current condition of marketing environment, the paper aims at providing the reference methods on the solutions of the problems that X Biotechnology Company encountered.