Research On Marketing Strategy Of Microscope Products Of SZGK Co.,Ltd.

Biological microscope is a necessary equipment for observing and studying biological slices,biological cells,bacteria and living tissue.It is also the infrastructure for cell and microbiological research,which plays an important part in the field of life and health.However,the industry of high-end biological microscope in China is mainly monopolized by four traditional microscope manufacturers from Germany and Japan,.At present,there are very few domestic manufacturers with a layout in the field of high-end biological microscopes.Since the COVID-19 pandemic in 2020,the field of biomedicine has ushered in great development,and the industry of high-end biological microscope has also ushered a outbreak,which has accelerated the reshuffle in the industry.At the same time,China launched the Chinese Brain Project,which has also promoted the development of the industry.The international situation has been turbulent in recent years.The crisis of the south China sea and the conflict between Russia and Ukraine have affected the people around the world.In addition,high-end scientific instruments will face technical restrictions with the continuation of the Sino-US trade war,and it is more difficult for overseas talents to return China.The domestic microscope market will face some changes,which is also beneficial to domestic microscope manufacturers.In order to achieve breakthroughs in the field of high-end biological microscopes when facing industry opportunities and changes,SZGK Co.,Ltd.need to provide high-quality microscope products and innovate marketing strategies.This paper takes SZGK Co.,Ltd.as the research object,which uses literature analysis,qualitative analysis,comparative analysis and other methods to conduct research.Firstly,it uses the PEST model to analyze the external macro-environment of the company,and to analyze the internal micro-environment includes all resources from multiple perspectives.Secondly,the paper indicated that the low-end microscopes are fiercely competitive in the industry,and the high-end market is monopolized by foreign brands through analyzes the competition situation.Thirdly,it uses porter’s five forces model to analyze the external micro-environment and uses the SWOT model to analyze the own advantages,disadvantages,opportunities and threats of the company.It concludes that SZGK Co.,Ltd.has some advantages with the support of national policies in this turbulent environment,such as strong R&D capabilities,complete product categories,and cost leadership.However,there is a gap in cutting-edge technology and the sales team is immature when the competition of overseas brands is intensifying.Moreover,this paper uses the STP marketing strategy to determine the target market,the market positioning and the market segment of SZGK Co.,Ltd.It concludes that the northeast region and southwest region are the target market of mature products,which focusing on the clients that require high-end biological microscopes from 3A hospitals and ordinary universities in the fields of biomedicine and life health.The company need to provide stable,durable,high-quality and affordable high-end biological microscope products,which will establish a reliable reputation for the brands from CAS.It also concludes that the Beijing-Tianjin-Hebei region,Jiangsu,Zhejiang and Shanghai are the target markets of the new products,which the company could provide a new generation of high-end biological microscopes with international leading level for the clients from 3A hospitals and top universities.The military is also the target client in order to ensure the security of national scientific research.In addition,this paper provides improvement suggestions for SZGK Co.,Ltd.in terms of products,prices,channels and promotions,etc.through the analysis of 4P marketing strategy.It proposes that SZGK Co.,Ltd.could adopt the strategies.Finally,this paper provides the improvement suggestions for SZGK Co.,Ltd.in terms of technology,capital,delicacy management,talents,and culture,etc.,which could help SZGK Co.,Ltd.achieve rapid development and provide reference for other companies in the industry.