Research On Marketing Channel Optimization Of M Company’s IVD Products

Since accelerating the pace of economic development in our country,domestic IVD has embarked on a rapid progress.With the continuous efforts of generation after generation of IVD personnel,the IVD industry in China has made remarkable achievements,but the actual difficulties are inevitable.Previously,the domestic focus was imitation.With the emergence of product homogenization,oversupply,and centralized purchase with quantity,domestic IVD will also shift from relying on demographic dividend to relying on product quality and innovative technology to make profits.The overall market competition is increasingly entering a white hot stage.Channel is one of the 4P theories,which is the process of products from manufacturers to users.Enterprises focus their competition on building marketing channels and controlling the end market,which can help companies obtain richer benefits.To occupy the top position in the entire IVD industry and gain a stronger competitive advantage,M Company needs to adopt scientific and reasonable channel plans,choose effective and reasonable marketing models and measures.This article takes M Company’s IVD products as the research object,using research methods such as literature analysis and field investigation to identify the problems in the channels and propose solutions.The main research content of this article includes the following aspects: Firstly,analyze the current status of M Company’s IVD product marketing channels,including M Company’s development history,organizational and human resources structure,M Company’s IVD product marketing channel status,and comprehensively analyze M Company’s marketing environment;Secondly,based on the survey results,analyze the shortcomings and deficiencies exposed in M Company’s IVD product marketing channels,including insufficient channel management,high turnover of channel personnel,inadequate channel incentive management,and ineffective organization of marketing channels.The main reasons are due to unreasonable channel design,limited development of marketing personnel,insufficient channel marketing funds,and poor distribution channel logistics;Thirdly,put forward the optimization of marketing channels for M’s IVD products,including market segmentation of IVD products,target market of IVD products and market positioning of IVD products,put forward optimization suggestions for M’s direct and indirect channels of IVD products,and put forward safeguard measures,including human resources guarantee,financial capital guarantee,brand management guarantee and incentive system guarantee.This article discusses and analyzes the marketing channels of M Company’s IVD products,conducts in-depth analysis and research on the current situation of M Company’s marketing channels,and explores problems.Based on the actual situation,suggestions and solutions for adjusting marketing channels are proposed,hoping to provide reference and reference for M Company’s development,promote the optimization of the marketing channel management system,and complete the company’s strategic development plan.