Analysis Of Target Marketing Strategy Of A Gene Technology Company

With the rapid development of gene sequencing technology,sequencing costs have been decreasing,and the second generation high-throughput sequencing technology characterized by high flux,low cost and high speed has developed rapidly.In recent years,with the progress of technology and the decline in the cost of gene sequencing market is undergoing rapid expansion stage,the evolution of mature products and services become increasingly fierce competition.For the company,if not to carry on the accurate market positioning,lack of financing plans,marketing strategies and long-term strategic planning,blindly into the market,could eventually lead to business failure.Based on the existing literature,the strategic research on gene sequencing industry at home and abroad mainly focus on analysis of its present situation and the significance,lacking of system perspective.Meanwhile,there is no detailed analysis of market structure and future new technological breakthrough to the existing market structure.In this context,it has practical significance to help the company to enter the market and grow through the systematic analysis of the gene sequencing industry and A gene company,formulating marketing strategy and strategic planning in accordance with the actual situation of the company.Based on this,this paper based on the analysis of the macro situation of the market,combined with PEST and other analysis methods,detailed analysis of the current situation of the gene sequencing industry.Through the analysis of the macro situation of the market,we found that the gene sequencing industry is divided into three parts:the upper,middle and lower levels.Gene sequencing company cannot separate equipment sales as the core competitiveness,the ultimate direction of development should be based on the service.The PEST study found that the government encourages the precise medical industry development,a large number of policies to regulate the market development;economic development situation is good,people for health promotion needs for health care in the field of consumption is increasing year by year;the mortality rate of domestic chronic disease is high,the state of unprecedented precision medical needs;gene sequencing technology update speed and the cost of sequencing has been reduced.Then,using the theory of market segmentation and SWOT analysis,this paper makes a detailed analysis of the marketing situation of A gene company.In considering the future development trend of industry,the current market characteristics as well as the enterprise itself situation,this paper to enterprise strategic planning of A company.Finally,this paper uses the 4P marketing theory to discusses the marketing strategy implementation of A company.This paper studies the three types of high-throughput sequencing technologies and related biological information products.In the import of high-throughput gene sequencing machine under the condition of market monopoly,A company's strategy and marketing strategy planning and implementation.The conclusion of this study can provide a useful reference for the company to enter the market,and hope to provide reference for the development of the marketing strategy of domestic gene sequencing companies.