The Marketing Strategy For H Company's Immunoassay Product In China

With the rapid development of globe economy, the merger and acquisition between different corporations were more and more popular. The situation of the violent monopoly competition came into being. Medical treatment and health care industry were full of vitality with the improvement of peoples'living condition and the high-speed development of Chinese economy, but it does not mean the medical care system is perfect and successful. The innovation from government will be continual and it is sure influential for the market competition structure. Being faced with change of environment, the article gives the means of detail analysis to Chinese in vitro diagnostic (IVD) enterprise how to improve their marketing strategy, meet a considerable market opportunities, break away from the threatens and enhance the advantage to improve the core competition force of corporation. Article gives the analysis of marketing situation for H Company's immunoassay product and thesis provides the matching marketing strategy options to enterprise. This would certainly be an actual and directive significance to the development of Chinese IVD enterprise. Thesis is made of three parts. The first part explains Chinese IVD industry and development forecast, introduce H company's and its immunoassay product's development situation. The second part provides detailed analysis to the market of H Company's immunoassay product especially in the competition and marketing aspect. Face to the market competition more and more intensely, face to the change from the product, technology, customer demand, it give the analysis of competition situation and H company immunoassay product station in Chinese IVD market. Then locate the segment market and diversified strategy. Their strategy need be regulated and should be turned to marketing oriented, not product and technology oriented. They can soak into the key account customer which the other competitor holding with the rich product line. More importantly, it can fix and take up the middle-sized and small-scale customer. It is the current strategy according to existing resource and can be ready for striking the large-scale customer. This case is based on the fact and researched by the model of competition strength in the whole marketing situation. It is used that the SWOT and the tools of matrix analysis for the factor inside and outside. Then the marketing strategy is produce. The third part gives the relational solutions and tactic after analyzing the strategy decision including organization structure, product line, customer'service. It can give a whole corresponding strategy with the brand marketing within it. Moreover, it can tell us how to set up the suitable payoff model accord with the Chinese customer's practice and earn from the competition by the brand marketing strategy, achieve the future finally. It can give the reference to the IVD company.