En’s Gene Company Marketing Strategy Research

As people’s living standards improve,health will be more and more focused.With the advancement of science and technology,especially the technological advances related to genetic engineering,people began to pay attention to health from the genetic level.Infants born less than 40 days old,their genes have not been affected by the outside world,the most primitive.Preserving the baby’s genes,if the baby is in the future,if the disease is caused by genetic mutations,it will play a key therapeutic role at the genetic level.Because of this,Enshi Gene Company came into being,and Enshi Gene Company launched the gene element-gene preservation technology service to the market.However,gene preservation technology is an emerging technology after all.Gene products are new products after all,the market is relatively unfamiliar to them,and the market acceptance is relatively low.This study first analyzes the marketing status of Enshi Gene Co.,Ltd.,and believes that Enshi Gene Company mainly has weak brand image,lack of sales talents,inaccurate marketing strategy,and insufficient understanding of consumer psychology and needs.Then,through the new product diffusion theory,it is confirmed that the gene product is now in the stage of innovation purchase and early stage of new product diffusion,and there is a canyon phenomenon.Secondly,according to PEST analysis,industry environment analysis,SWOT analysis,it is determined that the Enshi gene is now in A better marketing environment should focus more on the efforts to break through the "canyon";again,according to the STP theory,the market selection of Enshi gene products in the early market was selected,and the top three specialist hospitals and the top three general hospitals were selected.In the private hospitals,80-year-old women who have received higher education,and their families belong to middle-to-high income.At the same time,they have positioned the market for genetic elements from three aspects:technical specialization,high-end service,and civilian price:"Everyone has a lifetime Can enjoy the protection of genetic elements for health" and "baby The best birth ceremony";then according to the 4P theory,combined with the customer purchase intention theory,determined the product strategy,price strategy,channel strategy and promotion strategy;Finally,according to the actual situation of Enshi Gene Company,proposed the marketing strategy Implementation of safeguards.First,from the perspective of organization,including organizational structure,simplifying,clarifying personal responsibilities,and improving departmental management;second,from the perspective of rules and regulations,including establishing a daily standardized management assessment system,establishing performance review,feedback,publicity system,and establishing sales.The performance supervision system;the third is from the perspective of personnel training,the company’s system and team building training,specialized business knowledge training,customer management and crisis management training.This study combines the new product diffusion theory with traditional marketing theory and analysis tools to analyze and finally develop a marketing strategy for Enshi Gene Company,which enriches the new product marketing theory to a certain extent.In addition,this research through the data research,theoretical analysis and other means,combined with the actual situation,for the company’s early market to develop a market positioning and marketing strategy,can be directed to the company’s marketing activities,has a certain practical significance.It also provides reference for the marketing of other new technology products.