| In recent years,with the rapid development of China’s economy,the disposable income of residents has increased rapidly,and the government investment in public utilities has also increased a lot.At the same time,with the acceleration of the aging process of the population and the enhancement of residents’ health awareness,the medical and health industry of our country has entered a new stage of development.The global spread of COVID-19’s epidemic has promoted the explosive development of molecular diagnosis industry,due to the outstanding advantages of molecular diagnosis products,there are extensive needs in clinical diagnosis,disease control,quarantine,community pension industry and other fields.So how to seek breakthroughs in technological innovation and product development,and how to win the first opportunity in product positioning and marketing is the key issue that small and medium-sized IVD enterprises are facing in China.Only by attaching importance to technological research and product positioning,can enterprises better optimize their management and establish a market position in the vast molecular diagnostic market in the future.This thesis takes LB company as a case to study the market positioning and marketing strategy of its molecular diagnostic products.Firstly,the development of molecular diagnostic industry and LB company are introduced,then,the resources and capabilities of the enterprise are analyzed by VRIO model,the external environment of the enterprise is analyzed by PEST,and the competitive situation of the industry is analyzed by Porter’s Five Forces Model.Thus,the market opportunities and challenges faced by LB molecular diagnostic products are put forward.Secondly,based on the STP theory,the market is segmented from industry dimension and technology dimension,and the segmented market is comprehensively evaluated from three aspects: market scale and growth,market competition situation and the matching of company resources,thus the target market is determined.Then,the market positioning is analyzed from two aspects of products and consumers,and a conclusion is drawn: LB Company,as a new entrant of the molecular diagnosis industry,should focus on the construction of technology platform and the optimization of product system.Meanwhile,LB should actively promote the third-generation sequencers and nucleic acid mass spectrometers with advanced technology,excellent performance and high efficiency to triple A hospitals and high-level triple B hospitals,the POCT molecular diagnostic instruments with low-cost and convenience to primary medical institutions and nursing homes in Jiangsu,Zhejiang and Shanghai areas.Besides,LB should provide professional technical support and full-process services to meet the different needs of all kinds of customers.Finally,the marketing strategy is discussed on the basis of 4p theory.In terms of product strategy,we establish a multi-dimensional product system,focus on technology research and product life cycle management,and improve product quality management system and service process.In terms of price strategy,we carry out the combination of product pricing according to the differences of market demand for different products,and carry out differentiated pricing according to the purchase type,quantity and market expectation of customers.In terms of channel strategy,we establish sales channels,select qualified agents,and strengthen comprehensive channel management.In terms of promotion strategy,we strengthen customer visits,maintain communication with relevant departments to grasp the policy change,actively participate in academic exchanges,and set up "Molecular Diagnostic Laboratory".In order to ensure the implementation of the market strategy,this thesis expounds the relevant safeguard measures from the aspects of organizational management,human resource management,risk management and so on.By analyzing the objective problems faced by LB’s molecular diagnostic products,this thesis defines a series of market strategies that LB should adopt,which can effectively guide LB to improve its business strategy.The study of this case can also provide reference for other enterprises in the same industry. |
