The Marketing Program Study Of××biotech Company Strains Products

In recent years, China’s biotechnology industry rapidly developing.With China’s rapid economic development, especially in the development of the fermentation industry, bacteria huge market potential is an excellent opportunity to the development of XX Biotech Company. But the fierce market competition environment put forward higher requirements to the XX biotech companies marketing department. How to combinative of product marketing theory and marketing practice better is the department needed to be solved first.The article select XX biotech companies for research, combinative product marketing theory and marketing practice, analysis of the bacteria industry development status and trends, as well as XX biotech companies current marketing situation,to identify the XX biotech company marketing problem. Combined with the market environment facing the company, through SWOT analysis to identify the company’s development opportunities, threats, strengths and weaknesses, so as to arrive in the expanding culture products market environment, there is a big gap between to the company compared with its competitors in the market positioning of the product and pricing mechanisms. Through the core competitiveness analysis of the bacterial products, as the basis of market segments, identify the target market based on the XX biotech companies marketing status and strain characteristics of the market, differentiated product positioning in its target market, and focus to develop the XX biotechnology company’s marketing programs:Customer, mainly through customer demands, cost, convenience, and provide full after-sales service four to elaborate; Product strategy, mainly from four aspects of product differentiation, function, value added, the resonance to elaboration. Repositioning and price design based on the analysis of bacteria products and customer, to arrive at the XX Biotechnology Company’s pricing strategy based on the formation of bacteria prices the pricing goal. Finally, the article give some suggestion on reorganization of marketing management, strengthen the marketing team, improve marketing execution, and strengthen cooperation with external implementing, in order to ensure the effective implementation of the XX biological bacteria product marketing program.XX biotech company through research and analysis of the marketing opportunities; clear the target market; give the marketing mix strategy and implementing recommendations.