Research On The Optimization Of Marketing Channel Strategy Of YX Genetic Testing Company

In 2010,BGI gene companies conducted the world's first noninvasive prenatal genetic testing(test samples T18,T21,T13).Since then,genetic testing technology has entered clinical use in my country.Due to national policy restrictions on public hospitals at all levels,these clinically advanced testing technologies were first developed in third-party testing institutions.Around 2014,the state allowed third-party testing institutions to cooperate with hospitals to perform fetal malformation screening(non-invasive DN A)as a starting point.The domestic genetic testing business continued to move forward,and the rapidly developing genetic testing industry also faced more challenges.Fierce market competition and challenges.Before 2012,the economically developed regions of East and South China included nearly 100 third-party medical testing institutions nationwide.Jinyu Test,Aidikang,Daan Gene,and Dean Gene are the earliest domestic institutions that occupy half of the country's testing.With the development of high-tech and market in third-party testing,the top three hospitals in various provinces and cities have become an indispensable place for various inspection agencies.The hospitals are increasingly relying on third-party inspection agencies.How to reduce the cost of marketing channels and how to make The marketing channels of the genetic testing industry are more clear and professional,in order to obtain the benefits of the third-party testing organization,it has been a key issue that industry personnel have been paying more attention to.As a newly established company in 2014,YX Enterprise's main work direction is the development of large-scale birth defect detection services and the industrialization of oncology precision medicine.It has independently developed and bred a number of unique products and services,and successfully created a comprehensive,The integrated precision testing service technology platform,the company's business policy is based on Beijing,which has radiated to the whole country,and the business has now spread to nearly 21 provinces and cities across the country.At the same time,Uxun is still continuously increasing its service capabilities and expanding its business areas at home and abroad,in order to better meet the rapidly growing demand for new clinical testing services in the market.Under such a large background,based on the idea of finding a problem,diagnosing a problem,and then optimizing the problem,this article first explains the theoretical basis of the marketing channel,and then studies the current status of the marketing channel in the genetic testing industry.According to the current situation,it can be found that the sales of YX genetic testing companies have been in a tepid state.Aiming at the core problem of this marketing channel,this subject has passed a questionnaire survey,which involves the company's choice of suppliers,conflicts between members of the marketing channel,the training strength of the company's employees,and the brand's popularity.The products of genetic testing companies are positioned in the market,and after analyzing and decomposing the market conditions of their products,they diagnose the problems in their marketing channel strategies.It is found that YX genetic testing companies have the following problems:The vast customer group does not Issues such as fully recognizing the brand of this enterprise,insufficient price advantages for agents,narrow sales channels compared with other enterprises,not fully utilizing the network effect,and low brand recognition.After diagnosing the above problems,a design plan for genetic testing marketing channel optimization strategy is proposed,which is optimized from the aspects of enhancing brand awareness,improving product marketing channel control,enhancing market penetration,and improving the agent's service system.And put forward the creative point of view of establishing a dual marketing channel strategy in the genetic testing industry.Through a series of optimization measures to increase the YX genetic testing company's market share,break through the current bottlenecks facing enterprise development,and accelerate the pace of enterprise development.The research object of this article is the YX genetic testing company,but the business problems it shows are the common problems faced by all genetic industries.Through the in-depth investigation of this article,we find out its suitable marketing channel strategy,in order to provide a more detailed reference for other gene companies in the industry.