| The biomedical industry is one of the seven strategic emerging industries in the Healthy China 2030 strategy and the 14th Five-Year Plan.In recent years,China’s domestic pharmaceutical demand continues to grow,and the biomedical industry develops steadily.Emerging biological technologies such as gene therapy,cell therapy,nucleic acid vaccine technology are increasingly mature,providing a broad space for the development of biopharmaceutical equipment enterprises.The biopharmaceutical equipment market in our country is mainly occupied by foreign enterprises,and a number of excellent domestic biopharmaceutical equipment suppliers have gradually joined the competition.R Company is an American life science enterprise,providing professional and innovative biopharmaceutical equipment solutions to customers in the biopharmaceutical industry.As a foreign brand with general brand awareness,in the face of competition from international brands and domestic brands with larger volume,how to dynamically adjust marketing strategies according to the market environment to maintain sustained business growth is particularly urgent and important.Based on the analysis of the macro-marketing environment and industry environment of biopharmaceutical equipment,this paper illustrates the advantages and disadvantages of R company,and points out the marketing problems facing R company’s biopharmaceutical equipment.The biopharmaceutical equipment market is segmented and the target market is selected based on the geographical region and customer operation type,and the market positioning of R company’s biopharmaceutical equipment is determined as mainstream perfusion equipment and small-scale automatic separation and purification equipment.The professional brand image of R company is emphasized through additional professional and high-quality technical support services to avoid low-price competition.In terms of marketing strategy,we optimized product strategy from the aspects of developing main products with better performance,promoting product localization,and improving the product system of biopharmaceutical equipment;Discount pricing strategy and skimming pricing strategy were proposed for purified products and perfusion products respectively.Improve existing distribution channels,increase online sales,and enhance channel strategy;The promotion strategy focuses on establishing in-depth contact with customers through customer technical training,strengthening digital media promotion,enhancing R company’s brand awareness,and proposing specific measures to ensure the implementation of marketing strategy.The research in this paper will help to improve the marketing performance and market competitiveness of R Company’s biopharmaceutical equipment in the Chinese market,and at the same time provide a reference for other foreign counterparts to formulate their marketing strategies in China. |
