A Research On The Marketing Strategies Of Inspection Products In Shenzhen Icubio Biological Co.,LTD

Since the reform and opening up,with the rapid development of economy and society,especially the progress of science and technology,China's medical device industry has achieved rapid development.However,the actual situation is that in most medical subdivisions,foreign imported equipment accounts for With a market share of more than 80%in tertiary hospitals^[1],domestic manufacturers'products are mainly targeted at secondary and lower hospitals,and even in this case,the competition in the medical device industry is still incandescent State,the vast majority of domestic manufacturers use combination,imitation,improvement methods for production,lack of innovation,low profits,serious product homogeneity,the level of development of China's medical equipment industry has always remained at the low-end level.This article takes the medical device industry in the field of in vitro diagnostics as the research background.Shenzhen Icubio Biotechnology Co.,Ltd is China's first company to practice regional medical consortia.It is of great significance to study its marketing status and how to seek breakthroughs.Based on the 7Ps marketing theory,STP theory,service marketing theory,customer relationship management theory,and customer value theory as the theoretical basis,combined with the actual situation of the operation of Shenzhen Icubio Biotechnology Co.,Ltd,this article conducts a comprehensive analysis of its development status and marketing strategy formulation.First,using PEST analysis and Porter's"Five Force Model"tool,the marketing status and marketing environment of Icubio Biotechnology Co.,Ltd were analyzed from both macro and micro perspectives,and the current problems were pointed out.The SWOT tool was used to summarize Strengths and weaknesses,as well as opportunities and threats.Secondly,using STP theory knowledge to analyze the target market of Shenzhen Icubio Biotechnology Co.,Ltd,a marketing mix strategy is proposed,and service marketing strategy is taken as a key supplement,starting from the dimensions of service quality,service timeliness and service satisfaction.Finally,safeguard measures were put forward from the aspects of unified strategy of senior leaders,the construction of marketing thinking for all employees,the construction of marketing organizations,the improvement of the assessment system and incentive mechanism,the strengthening of customer resource management,and the support of information systems.This article applies the theoretical research results to the marketing practice of Shenzhen Icubio Biotechnology Co.,Ltd,in order to exert the maximum effect in daily work and also provide reference for other similar enterprises.