Research On Marketing Strategy Of ZYXH Company In Gansu Province

The 20th century is the era of drug therapy.Human beings fight against various diseases through constantly developing new drugs.With the increasing development of science and the continuous progress of medical techniques,people have entered the cell era in the 21st century.Known as the universal stem cell,it has become the third revolution in the history of human medical treatment.Since the end of the 20th century,scientists have never stopped their research on stem cells and regenerative biomedicine.Many diseases that used to be treated with drugs or surgery are being gradually replaced by cell therapy,and diseases that are difficult to be treated by modern medicine are also being gradually conquered by cell therapy.In recent years,stem cell-based biological science research has developed rapidly,and its broad application prospects and huge market effect have brought unprecedented opportunities to the stem cell storage industry.At present,domestic and foreign scholars have made continuous progress in the development of stem cell industry and clinical citation research,but there is a lack of research on the marketing strategy of stem cell storage business.In this paper,the development trend of the stem cell industry at home and abroad,the operation of stem cell storage business,the experience of the public on stem cell storage selection,the development of stem cell marketing business and the research of enterprise marketing strategy were reviewed.this paper uses PESTEL analysis,STP analysis,marketing mix theory and ISMAS model theory as the theoretical basis of this study,and the marketing strategy of ZYXH in Gansu province was studied in conjunction with the questionnaire survey.Through the research,we found that with the rapid development of global biotechnology industry,the stem cell storage market ushered in a huge demand space.However,due to the small population base,low per capita income level,backward economic development,combined with the local ethnic minorities,low education level causes stem cells store business awareness and storage rate are low.Affected by the backward medical level and national policies in Northwest China,the stem cell industry in Gansu province develops slowly and there are few stem cell applied hospitals.In addition,the company has some problems,such as the lack of existing product types,lack of systematic after-sales service,single propaganda channel,inconsistent sales preferential policies,etc.,which restrict the development of the company.In view of these problems,this paper combined with the characteristics of stem cell storage business,re-market business segmentation and target market selection,and finally determined to be committed to providing stem cell storage products with the most professional preparation and preservation,the most rigorous quality control and the most comprehensive after-sales guarantee for consumers with middle and high income in Gansu.In terms of product strategy,it is proposed to enrich the product category,and broaden the service field.Keep leading in research and development and improve after-sales service.In the aspect of channel strategy,it is proposed to consolidate the internal sales channels and increase the external sales channels.In terms of price strategy,it is proposed to strengthen management and implement unified preferential policies.Implementing installment to reduce consumption threshold,and promote "0" meta storage to tap market potential.In terms of promotion strategies,it is proposed to actively hold promotional activities,vigorously develop cross-industry alliances,and implement compensation strategy.In order to ensure the smooth implementation of the marketing strategy,this paper formulates the safeguard measures from six aspects: organization management,human resources,technical services,cultural construction,marketing and effect evaluation.This paper hopes to help ZYXH company solve the existing problems in its marketing,and provide reference value for the formulation of its marketing strategy through the analysis of marketing environment,market business segmentation,target market selection and marketing strategy optimization.