Marketing Strategy Improvement Research Of PerkinElmer Medical Diagnostic Product (Shanghai)Co.,Ltd

With the boots of policy of The New Medical Reform landing and the carrying out of the policy of Expand Domestic Demand,Chinese in vitro diagnostic industry has entered go into the rapid growth period,and the market has wide prospect.Compared with the mature market,represented by the market of Europe and the United States,the market share of Chinese in vitro diagnostic industry is very fragmented,and the competition is very fierce.How to seize the strategic opportunities is an important subject that those relevant enterprises in the industry have to study.Studying and working out the feasible marketing strategies is the key.This paper uses the theory and knowledge he has learned,such as Management,Marketing,Strategic Management,Human Resource Management,Management Economics and Financial Management,combined with the status quo of the in vitro diagnostic industry in China,analyses the internal and external marketing environment of PerkinElmer Medical Diagnostic Product(Shanghai)co.,LTD.,uses the method of SWOT analysis,and puts forward the view that this enterprise should select Growth-Oriented Strategy.To be specific,its Marketing Strategy should abandon the Cost Leadership Strategy,but carry out the Differentiation Strategy.On this basis,the author uses the"4Ps" theory,analyzes the current situation of the company's marketing,uses the STP marketing strategy model building method,makes clear the enterprise shall choose target market and positioning,works out the five strategy selections of this enterprise in those aspects of Product,Price,Channel,Promotion and Service,and gives some specific advices such as implementing performance appraisal,strengthening the team construction and importing the enterprise culture of PerkinElmer for the implementation of those strategies.While developing the Marketing Strategy combination for this enterprise,this paper will provide some beneficial reference for other related enterprises.Market changes rapidly,the effectiveness of the marketing strategy needs practical test.The enterprise should accord to the PDCA circulation method,improve continuously and achieve remarkable results in the specific marketing practices.