The Research On Marketing Strategy Of Jiean Company In Northwest China

In recent years,the domestic problems of food safety and environmental pollution become increasingly frequent.To this end,analysis and testing institutions of the central government ministries and the provinces and cities gradually increase their investment in laboratories.Demand for analysis and testing instrument increases,so does the analysis and testing instrument market.Analysis and testing instrument is developing towards the new direction of higher sensitivity,lower detection limit,higher accuracy,faster analysis speed,lower detection cost and an operating system that's more specialized,intelligent,automated and easier to use.With the vigorous development of the analytical instrument business,according to the characteristics of the analytical instrument itself,chances are that it will spin off from the original analytical instrument as a separate scientific instrument category.Today,multinational enterprises and Chinese local enterprises explore a lot in the analytical instruments,but the exploration of marketing approach and plan does not match up.The predecessor of Jie an company is HP's Analytical Instrument Department.Since HP entered China in 1985,its analytical instruments have been used extensively by scientific research and testing workers as an important means of analytical chemistry.Gas chromatography(GC),gas chromatography-mass spectrometer(GC-MS),high-pressure liquid chromatography(HPLC),liquid chromatography-mass spectrometer(LC-MS)and ultraviolet spectrophotometer(UV)are widely used in petrochemical,life sciences,food and drug safety,environmental protection and other fields.With more diversified customer demand and intensified market competition,Jie an company has encountered the bottleneck in sales.Therefore,in view of the current situation,it becomes a top priority to develop a set of targeted and forward-looking marketing strategy.Taking the marketing strategy of Jie an company analytical instrument business in northwest China as the research subject,combined with the background analysis of the industry,this paper points out the problems of the business in northwest that the sales growth is slow and the market share is decreasing,analyzes and diagnoses the internal and external factors of Jie an company in northwest China,especially the internal advantages and disadvantages and the external opportunities and challenges,provides the marketing strategy for the product,price,place and promotion four aspects based on the 4P theory for marketing,and finally puts forward the safeguard measures for the smooth implementation of the marketing strategy.