Research On Marketing Strategy Of Roche Diagnostics Toward China Market

China is a populous developing country with China medical reform,and improve the living standards of the people and the trend of aging is more serious,Chinese people demand for medical and health services has become more and more.In vitro diagnostics(IVD)in vitro by testing for tissue and secretion of human blood,urine,etc.,so as to obtain diagnostic information products and services,is one of the most dynamic areas of medical industry and the prospects for development.In vitro diagnosis plays an important role in the whole process of disease prevention,diagnosis,detection and treatment.In the Chinese market,the in vitro diagnostics industry market capacity is expanding,industry competition is becoming increasingly fierce,Roche Diagnostics is one of the world leaders in vitro diagnostic products,in order to get ahead in the game with competitors such as SIEMENS,Abbott,GE,must integrate the advantages of resources,analysis and optimization of competitive strategy.On the paper,Roche Diagnostics as the research object,using the STP and 4PS marketing theory,the marketing environment analysis of Roche Diagnostics of,choose the target market positioning.Based on the company's existing resources on the target market and the analysis of 4P theory,so as to formulate the corresponding marketing strategy,product differentiation strategy,price differentiation strategy,service differentiation strategy and channel differentiation strategy,put forward to strengthen the sales staff training,strengthen performance incentive,strengthen the construction of enterprise culture the implementation of safeguard measures.The significance of this paper is to provide reference and try and enterprise development analysis,Roche Diagnostics product competition strategy,so as to enhance the company's marketing management level,and provide reference and inspiration for other company's marketing.