Design Of Marketing Strategy Of XH Company

Stem cells are the original cells of the body cells, it is a not yet fully differentiation of immature cells. In simple terms, it is a kind of undifferentiated cells with multilineage differentiation potential and self-renewal capacity, it is the formation of mammalian animal tissues and organs of the original cell. Stem cells have the potential to function can be regenerated in various organs, in the hospital was known as the "universal cell" With the development of stem cell research and development, human beings are expected to use separation and in vitro culture of stem cells in vitro cultivation, tissue or organ, and finally through the tissue or organ transplantation, to achieve the clinical diseases.Stem cell companies is for newborn children collection, separation, extraction and enterprise storage stem cells.With the continuous development of social economy, the stem cell industry market gradually matured, the market competition is becoming increasingly fierce. In the past ten years, stem cell industry in china became from oligopoly market into monopolistic competition in the market, the environment of the market has earth-shaking changed many stem cells enterprise difficult. Consumer storage and understanding of stem cells, consumer behavior from the initial, high-tech products to the blind worship of the perceptual consumption into rational consumption today. But the value of consumers on the stem cell products is still not fully understand, ready to accept either course state. It is because of the consumer on the stem cell industry is concerned but not understand, so in the market has also been questioned stem cell products sound. So, in the case of severe market environment, one of China’s oldest and largest stem cell company XH, how to survive and develop, it is the content of this paper.Stem cell companies marketing strategy must be consistent with the marketing strategy of the stem cell industry characteristics and market environment. This paper adopts from micro to macro, from local to the overall method, starting from the characteristics of stem cell product analysis, firstly, the characteristics of the five stem cell products,①namely the commercial,②scientific,③the invisible,④the development and⑤the risk analysis. This paper further on the stem cell industry has the high investment, external economy, a clear market positioning, increasing globalization and government policy has become an important factor influencing the stem cell industry development and industry characteristics are discussed. Then the Potter five forces of the stem cell industry market environment analysis, and summarized the three important influence factors of cell industry environment. First, the market of consumers because of the lack of understanding of stem cell core value of stem cell industry questioned. Second,2012Nobel Prize bring China’s stem cell industry sent the good news, China stem cell companies how to seize this opportunity. Third, the stem cell industry competition intensified, stem cells companies from the competition as how the enterprise talent showing itself. And finally this paper stem cell products, industry characteristics and market environment factors found stem cells key design of enterprise marketing strategy:①the core value of value-added shape stem cell products "life insurance",②Mining stem cell products "life investment".③The enterprise image differentiation strategy, brand strategy.Based on the domestic well-known stem cell enterprise XH as a case, starting from XH’s actual situation, use the SWOT method to analysis the XH’s strengths, weaknesses, opportunities and threats. As a basis for the marketing strategy of XH’s current problems and make analysis. Finally also is this article key point is designed for XH to4P,4C based marketing strategy. The marketing strategy based on the innovation of life insurance and investment philosophy of life, good response to the market doubts about stem cell products. At the same time to the corporate image and brand differentiation strategy, in the face of market competition by monopoly into a monopolistic competition market, the market many similar products in the competitive situation.This research to promote the marketing of XH, explore new ideas in marketing, grasp the marketing center of gravity to play a positive role in. Contribute to the stem cell industry leading enterprises XH companies continue to become bigger and stronger. At the same time as the stem cell industry competitiveness of enterprises to upgrade many stem cell market, grasp the core competitiveness, has a strong reference to develop marketing strategies.