Research On The Elements And Strategies Of Marketing Upgrade Of Company A’s Ivd Products

With the development of China’s economy and the deepening of China Healthcare Reform,the IVD market continues to expand,entering a period of rapid development.Many internationally advanced IVD technologies and facilities have been introduced into China.At the same time,domestic manufacturers are also booming,and the competition is becoming increasingly fierce.Company A,as one of the four leaders in the field of in vitro diagnostics,must integrate its advantageous resources,analyze and upgrade marketing strategies,to gain sustainable development.This article uses a combination of theoretical and empirical research methods.It applies marketing theory comprehensively to analyze the status quo and problems of in vitro diagnostic product of Company A.Then based on Porter’s five-force model,the article analyzes the competition environment.According to the previous analysis and the questionnaire survey results,the index system of upgrading IVD product marketing strategies and the weights of each factor were established.It was concluded that the direction of company A’s IVD product marketing strategy should focus on five aspects: product strategy,distribution strategy,price strategy,promotion strategy and human resource strategy.Finally,the suggestions for upgrading Company A’s IVD product marketing strategy are proposed.This thesis explores the upgrade model of in vitro diagnostic product marketing strategy.It has practical guidance significance for company A to upgrade the marketing strategy of in vitro diagnostic product,and it also has a certain reference significance for the formulation and upgrading of marketing strategies of similar enterprises.