Research On Improving Strategy Of S Brand Influence Of Biochemical Reagents In Hongkong

The life science industry is the vigorous development of the industry since 2000 in China,coupled with the outbreak of the Corona Virus Disease 2019 in recent years,the state has increased the capital investment in the life science industry,related enterprises have also expanded capital investment,increased research and production,the basic reagents used in these institutes are biochemical reagents.Hong Kong is one of the economically developed areas in China,with many well-known universities,the biochemical reagent market is broad,but the market share of national chemical reagents in Hong Kong is not high,and most consumers prefer to use well-known foreign brands.It is our top priority to improve the domestic brand image of S brand in the hearts of consumers,enhance the brand influence in Hong Kong,and find suitable marketing strategies to strive for more market share.This paper takes the S brand as the research object,uses the brand building theory and relevant literature as the theoretical basis,and combines the company’s own development,and divides the consumers in Hong Kong according to distributors and end users.The questionnaire survey method and in-depth interview method were used to analyze the specific reasons of low S brand influence in Hong Kong.The questionnaire survey was based on six indicators affecting the brand influence: brand awareness,brand recognition,brand preference,brand reputation,brand satisfaction and brand loyalty to design measurement scale and questionnaire,the scale and questionnaire were distributed,recycled and statistically analyzed,then get the main reason for the low influence of the S brand in Hong Kong was that the target customer group positioning was inaccurate,the product quality was not good enough,the product packaging was poor,the product transportation mode was single,the publicity mode was single and publicity was insufficient.Finally,on the basis of data analysis,strategies such as repositioning target customer groups,improving product quality,reshaping product packaging,increasing publicity funds,enriching publicity channels,and optimizing stocking rules are proposed,safeguard measures are formulated around four aspects: capital,corporate culture,human resources,and information technology.This paper can not only enhance the brand influence of S brand in Hong Kong,but also improve the economic benefits and market share of S company in Hong Kong,expand the biochemical reagent market of S brand in Hong Kong,guide S company to find its own shortcomings and find appropriate ways to improve and achieve benign development.It also provides reference for many biochemical reagent enterprises in brand construction.