Research On Marketing Strategy Of In Vitro Diagnostic Products Of R Company In Sichuan

In recent years,under the background of graded diagnosis and treatment,China’s In Vitro diagnosis industry has developed rapidly.However,with the upward transmission of the downstream fee control pressure of the market and the "de intermediation" of the market promoted by the two vote system,the market competition is becoming increasingly fierce and the business pressure of enterprises is prominent.In recent years,R in vitro diagnostic products company’s Sichuan regional market share has shrunk year by year,the income growth is slow,and it is facing difficulties in market competition.How to improve the marketing strategy become an important problem faced by the company.This paper takes Sichuan Branch of R in vitro diagnostic products company as the research object.Firstly,it analyzes the existing marketing situation of Sichuan Branch of R in vitro diagnostic products company,analyzes its current marketing measures in detail from four aspects: product,pricing,channel and promotion.It is found that the main problems existing in the marketing of R in vitro diagnostic products company are:Low promotion efficiency.In order to effectively solve these problems,with the help of STP theory,combined with the actual sales of R in vitro diagnostic products,this paper re classifies the medical structure according to the number of beds in medical institutions,divides it into five market segments and one specific market,and combines the characteristics of each market segment and the profit value of each market segment,Based on the product price sensitivity and market potential,this paper draws the quadrant map of market customers,and finally determines that the company should take the primary hospital,secondary hospital and independent medical laboratory as the core target market,and the tertiary hospital market as the incremental market.On this basis,the marketing improvement strategies of the company are put forward:（1）product strategy,strengthen product innovation,improve product structure and optimize product life cycle;（2）Price strategy,adopt the scheme of price difference supply and profit transfer,and formulate differentiated pricing system;（3）Channel strategy,proposed to expand hospital channels,strengthen flat channels and establish exclusive channels;（4）In terms of promotion,enrich promotion methods and strengthen academic promotion.Finally,it puts forward the implementation and guarantee measures of marketing strategy.The implementation measures include: carrying out market research,formulating marketing plan,implementing marketing training and promotion;In terms of safeguard measures,optimize the marketing organization structure,strengthen talent construction and improve the service system.This paper plays a guiding role in optimizing the marketing strategy of Sichuan Branch of R in vitro diagnostic products company and improving the market competitiveness,and provides a reference for similar enterprises.