Research On Brand Marketing Strategy Optimization Of Molecular Diagnostic Products Of BIOER Technology Company

Brand is the business card of an enterprise and the first impression of an enterprise’s foreign exchange.Brand is used to distinguish the products produced by different producers.In this increasingly competitive market,brand is becoming more and more important to enterprises.With the outbreak of COVID-19,the molecular diagnostics industry is also increasing rapidly,and the enterprises in molecular diagnostics industry are developing rapidly,and the market is expanding rapidly.The government also pays more attention to the construction of grass-roots health and the prevention and control of major infectious diseases.This paper takes Hangzhou Bioer Technology Co.,LTD as the research object.Firstly,the research theory of brand marketing at home and abroad and the development status of molecular diagnosis industry are summarized and analyzed.Then,the brand marketing environment of Bioer Technology is analyzed from two aspects of macro environment and micro environment.Then using a series of model analysis and combined with the use of questionnaire survey method to analyze the Bioer technology brand marketing strategy in the status quo.Through the combination of brand marketing related theory research to find out the brand marketing of Bioer Technology as follows: brand positioning is not clear enough,brand communication efforts are not enough,brand extension is not fast and accurate,brand and management and maintenance problems.On the basis of the above analysis,according to the brand marketing theory from four aspects of Bioer technology product brand marketing strategy optimization suggestions,from the brand positioning,brand communication,brand extension and brand management respectively put forward the implementation plan.Finally,the paper puts forward some measures to ensure the effective implementation of brand marketing strategy.It is hoped that the research of this paper will give some inspiration to the enterprises of molecular diagnosis industry in China to seize the development opportunity and improve their brand marketing ability.21 figures,1 table and 69 references...