Research On Marketing Strategy Of IM Company

With the development of biotechnology and Life Sciences,biological industry,as a new industry in twenty-first Century,is being launched in the world.The world's countries have set up the biological industry in advance and China has formulated the "Eleventh Five-Year" plan and the "Twelfth Five-Year" plan for the development of biological industry.Biological industry is a new industry,which is based on the theory of life science and biotechnology.Biological reagents are biological materials or organic compounds that are related to life sciences.Because of the rapid development of Bio Industry and its important strategic position in recent years,some large international biological reagents companies have entered the Chinese market in the last century eighty's.In addition to facing the competition with each other,Chinese domestic small and medium-sized enterprises have to challenge the domestic and international brand enterprise.No matter in the capital scale or the research fund,Chinese reagents almost cannot match them.Besides,there is a considerable gap in the marketing strategy,in addition to the lack of basic marketing theory and practice.The IM company referred in the study is mainly engaged in the development and marketing of biological reagent,also facing the industry's big development and the problem of its own marketing strategy as a part of the biological reagent industry.Based on the analysis of the domestic and foreign literature and related materials,this paper analyzes and summarizes the development course,current situation,trend,function,characteristics,research methods and tools.First,the paper makes a brief introduction to enterprise IM basic situation and the marketing strategy for the status quo and problems,then the paper uses PEST of enterprise external environment and Porter's five forces to analyze the competitive environment of the industry and competitors,based on using SWOT to enterprise's external opportunities and threats,analysis the pros and cons of the internal potential of objective and scientific evaluation,and combining with the enterprises choose suitable strategy.Second using the method of market survey to understand the customer's basic information,satisfaction,consumer behavior and habits and potential demand,etc.Third through the research on the product,price,channel and promotion,the paper uses the 4PS theory to establish the corresponding strategy,and improve the sales force and service level,strengthen and external cooperation and other means to solve the problem of marketing strategy in IM company and enhance the overall marketing strategy level of IM company and company competitiveness through strengthening the sales,marketing personnel's team construction.