Research On Marketing Strategy Of Industrial Key Customer Of Thermo Fisher Company

In recent years,with the steady development in domestic instrument industry,China's instrument market demarks continues to exaggerate.On the other hand,Chinese government provides more policy support to domestic instrument enterprises,which brings new opportunities and challenges to import instrument enterprises.This paper takes Thermo Fisher Company,a famous import instrument company,as an example,to study the current situation and existing problems of the company's marketing to China's industrial key customers,then put forward the plan to improve the current key customer marketing strategy,and give specific implementation measures.Firstly,it analyzes the theoretical research on the marketing strategy to key domestic and overseas customers,providing necessary theoretical support for this paper.Then have further deep analysis to current industrial key customer marketing strategy of the company.On the one hand,by using PEST method to analyze the macro environment,the industry characteristics and degree of competition,by using Porter's five-force model to analyze the upstream and downstream firms,as well as the interaction between the competitors.On the other hand,it analyzes the current key customer marketing situation through the different perspectives of company,strategy,employee,sales strategy,etc.Then finds out the company's strength,advantages,disadvantages,opportunities and challenges through SWOT analysis method.Secondly,according to the status quo of theoretical research and practical reality,this paper proposes an improvement plan for the marketing strategy of key customers,and clarifies the design ideas and objectives of the improvement plan,that is,the overall goal is to achieve the win-win situation between employees and enterprises.Then points out the detailed suggestion from overall strategy to the specific implementation.Marketing strategy is improved from the aspects of market segmentation,target market determination and market positioning.As for the specific implementation of marketing strategy,the 4P marketing theory is used to improve existing products,prices,channels and promotion.In terms of product strategy,by establishing two-way interactive product communication strategy and providing overall solutions,to create high-end brands with technological innovation;In terms of pricing strategy,to establish effective pricing decision-making institutions and cultivate professional pricing talents;In terms of channel strategy,to strengthen the management channel of key account managers,and establish a deep-discovery management mode for key customers based on sales power;In terms of promotion strategy,to implement a combination of precision promotion and integrated marketing,to increase the service marketing strategy.And use 4R marketing theory to build customer loyalty.Finally,the guarantee measures to the improved marketing strategy are proposed.The research conclusions of this paper will help the company to improve the marketing effect of key customers to a certain extent.