Study On China Marketing Competitiveness Analiysis Of Siemens Diagnositics Brand

With the rapid development of China's social economy and the improvement of people's health awareness,people are investing more and more in the field of health,To take advantage of this situation,China's IVD market also ushered in a good situation of annual growth,Especially since 2000,the annual growth rate has reached 15-20%^[1].Such a high growth market also naturally ushered in many fierce competition of many competitors.As a giant in the medical industry,Siemens has always been the pioneer and leader of in vivo diagnosis,which has been recognized by the global medical industry.However,its entry into the in vitro diagnosis industry is much later than that of several other well-known enterprises,such as Roche,Abbott,Beckman,Mindray and so on.How to improve the brand competitiveness of Siemens diagnostic products under the condition of perfect competitors'layout,so as to further influence the market structure,is the top priority of Siemens medical diagnostic brand.This paper takes Siemens medical diagnostic products and the current diagnostic market in China as the research object,adopts SWOT analysis method to analyze the advantages and disadvantages of Siemens medical diagnostic products in the Chinese market,and extracts strategies to improve brand competitiveness to cope with the changing Chinese IVD market.In this paper,on the whole brand of Siemens medical history and the origin of the diagnostic products are introduced,and the horizontal analysis of the rival Roche diagnostic,Abbott diagnostic and Beckman history,market situation,product information,brand positioning,customer distribution and so on,compared with these brands to analyze the advantages and disadvantages in the market layout,user experience,details of the product performance.And through detailed analysis to find the main competitors,and makes the corresponding strategies to enhance brand competitiveness!At the same time,this paper analyzes the future trend of the IVD market.In response to these trends,how Siemens diagnostics should focus on the development of product characteristics in line with the market trend to enhance the brand competitiveness of the user group will be another major feature of this paper.Medical diagnosis field is relative to other products more unique one area,industry practitioners quality and degree is high,and the perception of the brand recognition than most other industries have a higher demand,so for the analysis of the brand competitiveness indicators need to separate and determine the weight design,this paper through the expert panel to determine evaluation indicators,and the indicator weight is calculated by analytic hierarchy process?AHP?,to make it more in line with the requirements of industry characteristics,the in vitro diagnostic industry competitiveness analysis has great practical value.