Research On Marketing Channel Management Of Anno Company

As an emerging industry,the genetic testing industry has experienced rapid growth in market capacity in the new century,especially in recent years,while non-invasive prenatal testing(NIPT)is the hottest segment in the industry.As the NIPT industry continues to heat up and the market competition becomes more intense,many manufacturers have to find ways to expand their marketing channels to achieve their own survival and development.For companies that focus on the NIPT market,in the case of convergence of products and prices,and inefficient promotion,only effective channel construction,and then using relationship marketing strategies to deal with internal and external conflicts,promoting channel management to strategic heights,can strengthen competitiveness and maintain or increase market share.In the channel construction,enterprises have adopted multi-channel marketing strategies to quickly expand the sales scope and improve the market competitiveness.Multi-channel marketing model management has become an important content of modern enterprise management.This paper takes Anno as a typical case,briefly introduces the market situation of the company and its main competitors,and judges its business environment and market competitiveness.Then,starting from the background of enterprise channel management,combined with the necessity and key significance of NIPT enterprise channel management,it analyzes the multi-channel construction and channel management of Anno Company,expounds the advantages and disadvantages of each channel,and then points out the problems existing in the multi-channel construction and management,mainly dueing to insufficient control of indirect channels,insufficient investment in the construction of direct channels,and unstandardized of the internal management of enterprises.The author combined the relationship marketing theory to comprehensively analyze the above problems,and combined with the specific situation of the multi-channel construction of Anno Company,proposed optimization suggestions,also providing reference experience for other similar companies?The company can only improve channel marketing effectiveness by strengthening channel construction and strengthening internal management,so that the company can take a new step.