Research On Marketing Strategy Of LD Company In Vitro Diagnostic Products

In Vitro Diagnosis（IVD）refers to taking blood,body fluid,and tissue samples out of the human body and using in vitro detection reagents,kits,calibrators,and quality control materials to detect and verify the samples for disease prevention,diagnosis,treatment testing,post-observation,health evaluation,genetic disease prediction,etc.IVD is an important part of the big health care industry,influencing about 70% of medical decisions and being called the "doctor’s eye".In vitro diagnostic products mainly consist of diagnostic equipment（instruments）and diagnostic reagents.According to the standard of Medical Device Classification Catalogue of China’s State Food and Drug Administration（CFDA）,in vitro diagnostic equipment belongs to the category of clinical test and analysis instruments.In vitro diagnosis industry is a multidisciplinary,knowledge-intensive and capital-intensive high-tech industry,and it is a promising field.According to statistics,the global in vitro diagnostics market was $63 billion in 2018,with a year-on-year growth of 6% compared with 2017.The market concentration in this field is relatively high,which has gathered a number of famous multinational enterprise groups,including Roche,Siemens,Abbott,Beckman,Johnson ＆Johnson,Biomerieux,Bio-Rad and many other internationally renowned companies,with annual sales of more than $1 billion.In China,the in vitro diagnosis industry is developing rapidly.There are more than 400 in total in China,but excluding epidemic emergency products,there are no more than 20 companies with annual sales of more than 1 billion.Most of them are in the early stage of development,with small scale,product technology lower than imported brands,serious homogenization and fierce price competition.LD company is engaged in the earliest one of in vitro diagnostic research and development,production enterprises,has certain market scale,not only faces stiff competition from imports,but also constantly pursued by emerging enterprises.In this thesis,we take the marketing strategy of LD’s in vitro diagnostic products as the research object and analyzes the general situation of the company firstly by using the relevant theoretical model of marketing management learned by MBA.Secondly,it uses PEST theory and 4P theory to analyze the external environment,macro environment and industry environment,and analyzes the ability of the company.On the basis of customer interviews,this thesis analyzes the existing problems from product R ＆ D,product prices,sales channels and market promotion,and puts forward corresponding marketing mix strategy recommendations.Finally,it puts forward the guarantee measures for the implementation of the company’s marketing strategy,mainly from the aspects of talent gradient construction,R ＆ D investment,marketing values,marketing process management system and corporate culture construction.In the critical period of rapid development,fierce competition,huge market potential and many development opportunities for the industry,it will become extremely important to develop marketing strategies that meet the market demand and conform to the enterprise’s own conditions,so as to grow and achieve the enterprise’s goals.The research of this thesis has certain reference significance for the formulation and implementation of in vitro diagnostic product marketing strategy of LD Company.At the same time,we also hope to provide some reference significance for similar enterprises of the same scale in formulating marketing strategies.