| According to the data from the seventh national census in 2021,the fertility rate of China has fallen to 1.3,which was the lowest level in Chinese record and also fell into the scope of extremely low fertility level classified by the national academics.In the past five years,the domestic fertility policy has been significantly modified,from the two-child policy to the newly released three-child policy.However,in order to promote the fertility rate in China,more efforts are needed from different aspects,in addition to the adjustment of fertility policies.Reading the survey report on the current situation of infertility in China,the figure of infertility rate among the Chinese couples has risen 15% in the recent years,which means almost a seventh of Chinese couples face infertility problems.Among the various causes leading to infertility in female,the proportion of ovulation disorders accounted for 51.2%.For those population,there is great demand for the accurate,effective and easy-to-use preconception care tools and professional guidance to help them improve the fertility rate.With this background,the thesis took P company as research object and studied the marketing strategy proposal of home-use pregnant testing kits that P company is developing and will be launched in 2022.Combining of theory and practice research methods,this thesis did a deep analysis on the current situation of home-use diagnostic market,macro environment and competitive environment in a comprehensive way,applying the analyzing tools of PEST,Porter’s five forces model etc.,then explored the market positioning and market segmentation of product with STP theory,and finally proposed the marketing strategy that fits the characteristics of the home-use pregnant testing kits as well as the available resources of P company.The marketing strategy proposal was illustrated from 4P marketing mix,which is Product,Price,Place and Promotion.The author also conducted expert interviews to obtain the feedback from industry experts and then optimized the marketing strategy proposal.The aim is to promote the sustainable development of the company with the above practice,as well as to provide hints in the marketing strategy aspect for other home-use medical product companies. |
