Research On Domestic Marketing Strategy Optimization Of M Company’s In Vitro Diagnostic Products

In vitro diagnosis is a commonly used diagnostic method to judge human diseases or body functions.It usually refers to the collection of blood,urine,feces and other samples outside the human body and the acquisition of clinical diagnostic information through laboratory testing.Since the outbreak of novel coronavirus pneumonia,in vitro diagnosis has shouldered the burden of early diagnosis of diseases,and nucleic acid detection has become an important basis for doctors to diagnose diseases and block the spread of diseases.With the rapid development of China’s economy and the deepening reform of the medical system,under the background of the development of the big health industry and the trend of the deepening of the aging of the population,China’s medical device industry has developed rapidly.As an important subsegment of the medical device industry,the market capacity of in vitro diagnostic products is also expanding rapidly,and the industry is facing fierce competition.In the face of complex and competitive environment in the medical market,M Company,as a leading enterprise of domestic medical devices,faces many challenges in its core business of in vitro diagnosis.How to comply with national policy trends,actively embrace and cope with changes,and grasp strategic development opportunities have become the main problems facing M company’s in vitro diagnosis business at the present stage.The research object of this paper is M company’s in vitro diagnostic product business.Through the preliminary market research,it is confirmed that M company’s in vitro diagnostic product business has problems such as incomplete product line,insufficient flexibility of sales policy,insufficient ability of agent system and single target group of promotion,and the causes are analyzed.PEST analysis is adopted for the external macro environment of the company,Porter’s Five Forces model is adopted for the industry environment of in vitro diagnostic products,and the internal micro environment of the company is also fully studied.On this basis,SWOT strategy analysis tool is used to further clarify the strategic choice of M company,and then STP positioning strategy is used to reclarify the target customer selection and product positioning.Finally,using the4 P marketing strategy theory tool,the paper puts forward a marketing strategy optimization plan to accelerate product development and innovation,reactivate the channel system,formulate a more flexible pricing system and improve the clinical promotion system of reagent products.The study of this paper can provide theoretical guidance for the optimization of marketing strategy of in vitro diagnostic product enterprises,and has certain practical reference significance for the marketing strategy of in vitro diagnostic product business of M company.At the same time,it also has great inspiration for the author’s current marketing work of in vitro diagnostic product of M company.