Research On Marketing Mode Of HL Biotechnology Co.,Ltd

With China's biological industry development and the progress of science and technology of biology and vigorously promote,the government to the biological research investment has increased year by year,bio pharmaceutical enterprises and emerging biological diagnostic reagents production enterprises also increased the investment in R & D,contributed to the increasing demand for biological test kits and experiment material.HL Biological Technology Co.,Ltd.as a business experimental biology reagents and laboratory supplies of regional trade company after more than ten years of development has been in the industry occupy a place,by virtue of superior service and excellent products in scientific research,production and development of customers and the industry won a good reputation,but with the continuous expansion of business scale,HL Company's existing marketing mode already can not adapt to the changes in the market environment.Marketing model is the management of a modern enterprises to obtain the key success factors,domestic and foreign scholars for the definition of marketing mode,the constituent elements and do not form a unified theoretical system,based on the different point of view is different,different scholars has a different opinion,a comprehensive look at the marketing mode is enterprises through rational allocation of its resources and capabilities in order to meet the needs of the market,so as to realize the marketing activities,access to some of the marketing factors to maximize the benefits of the combination,its core elements include four aspects: product,price,promotion and channel.The main problems and the present situation of HL company's existing marketing model analysis,through the research of domestic and foreign scholars marketing theory,put forward the improvement scheme of marketing mode of HL company,and formulated a series of measures to implement the new marketing model,mainly divided into three parts: first,the use of PEST and Potter's five forces analysis of the situation and current situation of management of HL company marketing model analysis and SWOT analysis,summed up the marketing mode advantages and problems;secondly biological reagents industry and product characteristics based on the improved model of HL companymarketing idea from product price channel and promotion,is designed targeted and innovative,adapt to the actual situation of HL company's marketing model;finally put forward to measures to ensure the implementation of the marketing model of HL company,pointed out Must be in the organizational structure,work function,performance evaluation,selection of two dealers and other aspects of optimization,and then strengthen the team building and gradually establish their own unique,positive corporate culture.Through the study of this paper help to improve the management level and economic benefits of HL Company,to guide the company to create their own competitive advantage,realize the benign development,at the same time as the biological industry small trade marketing model formulation and improving the provision of reference.Also the biological reagents regional market pattern,competitive trends,marketing status research can provide the necessary reference for similar companies in the industry's business activities,but also able to provide the basis and thoughts for biological experiment reagent manufacturers of business strategy,strategic layout.