Research On The Marketing Strategy Of RF Biochemical's Peptide Products

Peptide drugs have formed a large scale in Europe,USA,China,India and other countries.The research and development technology of new peptide drugs is becoming more and more mature and perfect,forming a new field with unique characteristics in the research and development,screening,production,sales and disease treatment of new drugs.Custom peptide synthesis service plays an important role in promoting the development of peptide drugs.With the rapid development of peptide drugs,custom peptide synthesis service has a broad market prospect.RF Biochemical's main business is to provide custom peptide synthesis service to peptide drugs manufacturers,research institutions and laboratories of universities.Although RF Biochemical is facing important development opportunities,there are many enterprises that can provide custom peptide synthesis service at home and abroad,resulting in fierce competition.Therefore,it is an important issue for RF Biochemical to solve that whether it can develop a feasible marketing strategy in line with the market demand so as to obtain competitive advantages.In this paper,RF Biochemical as the research object,4Ps marketing strategy theory as the research basis,SWOT marketing analysis tool is used to analyze the internal and external competitive environment of the company;Then,find out the main problems in marketing strategy based on questionnaire survey and executive interview;Based on the interviews with senior executives,this paper puts forward the customer demandoriented product strategy,the flexible and controllable price strategy,the diversified mixed place strategy,the promotional strategy that resonates with customers,and establishing service marketing strategy;Finally,puts forward guarantee measures for the implementation of marketing strategy of RF Biochemical,including marketing organization,marketing team,marketing audit and technical support guarantee.This paper hopes to guide the marketing practice of RF Biochemical in the future by studying its marketing strategy,and at the same time,sincerely expect to provide optimization suggestions for other enterprises who facing the same or similar marketing strategies in the custom peptide synthesis industry.