Research On The Marketing Strategy Of Roche Diagnostics' In Vitro Diagnostic Products In Yunnan

In vitro diagnostic products are an important part of the medical industry.About80% of clinical diagnostic information comes from In vitro diagnostic,which is closely related to human health.With the economic reform and opening up of China's medical industry,Swiss Roche Company,as the first wholly foreign-owned enterprises,began to enter the Chinese market.Roche Diagnosis has been the leader of in vitro diagnostic industry in China since it entered the Chinese market.However,in recent years,the market environment has been changing constantly,such as the introduction of a series of health care reform policies,the emergence of national brands,the transformation of channel models,etc.Roche's previous marketing strategy has been increasingly unable to meet the needs of the market.Under the guidance of marketing theory,this paper analyses the Yunnan market environment of Roche Diagnosis Company,and comprehensively understands the competition situation of Roche Diagnosis Company in Yunnan in vitro diagnostic industry.Combining with the present marketing situation of Roche Diagnosis Company in Yunnan,this paper summarizes the problems existing in marketing,including inadequate market segmentation,high-end positioning,product import mode facing challenges and price residence.High,channel power declined,single promotion methods and other issues.On this basis,through in-depth study,the development direction of Roche Diagnosis Company in Yunnan in vitro diagnostic market is obtained,which provides a new and feasible marketing strategy for the development of Roche Diagnosis Company in Yunnan market.Put forward STP marketing analysis.Yunnan market can be divided into three sub-markets: three-level hospitals,two-level/one-level hospitals and private hospitals.While continuing to attach importance to the high-end market,the vast grass-roots hospital and private hospital market will be incorporated into the target market,and differential marketing strategies will be formulated.Re-positioning,to provide the highest level of equipment for the tertiary market,the most comprehensive reagent project,build a high level of academic exchanges.For the second and first-class hospitals to launch for economic entry-level products,to achieve a balance between large brands and economy.Relying on the rapid decision-making of private hospitals,mass procurement,reduce customer costs,and provide high cost-effective products ofthe whole category.Further put forward the marketing mix strategy.In terms of products,it is suggested that economic products aimed at middle and low-end markets should be launched on the basis of high-end and middle-end market products.In terms of kit packaging,a variety of designs were carried out for hospitals of different sizes.In terms of price,value-oriented pricing should be implemented in the tertiary hospital market.Cost-oriented pricing is implemented in secondary and primary hospitals.In private hospitals,try direct selling mode.In terms of channels,the existing first-level distributors should transform to adapt to the centralized procurement mode as soon as possible;in the second-level and first-level hospital market,they should develop distributors with good resources at the grass-roots hospitals in the past.In terms of promotion,tertiary hospitals emphasize expert speakers and shape opinion leaders;secondary and tertiary hospitals focus on stage-by-stage academic lectures;private hospitals include independent laboratories to promote exchanges and learning between private and public hospitals;increase brand publicity for high-level hospitals;expand the size of sales teams,match personnel structure with three market segments.Through this study,we hope to promote the development of Roche diagnostic products in Yunnan market and provide useful reference for regional marketing of Roche diagnostic company and similar companies.