Study On The Optimization Of Marketing Strategy Of BU’s Analytical Instrument Series

Known as the "eyes" of scientists and the "brightest pearl" in the crown of highend manufacturing,scientific instruments are an important mainstay of China’s modern manufacturing sector.The level of scientific instruments is largely an indication of a country’s science & technology and industrial development.Amidst the strong support for and development of the scientific instrument industry,China has posted the fastest growth in the global scientific instrument market,with its proportion rising.Of particular note,its proportion in the global laboratory instrument market surged to 15% in 2021.In this paper,we take BU company as the research object to conduct an in-depth study.Under the situation of fierce market competition,BU company relies on traditional marketing methods can no longer adapt to the fast-changing market demand and cannot overcome the difficulties and challenges faced by the company’s development,so marketing strategy optimization is imperative.Through the optimization of the marketing mix strategy,in order to enhance the company’s competitiveness,increase the market share,and continuously improve the operating income.This paper reveals BU’s current business operation and difficulties through a combination of literature research,in-depth interview and questionnaire,and analyzes and summarizes root causes.At the same time,based on the analysis of macro environment,competitive landscape,and strengths and weaknesses of BU,and with STP theory as the guide,4E marketing theory as the focus and 4P and 4C marketing theory as the supplement,the "4P → 4E ← 4C" marketing mix strategy is developed,with the focus on 4E.The core of the strategy is reflected in the following four aspects:project-centered product and customer association strategy,value-centered price and cost association strategy,shortcut-centered channel and convenience association strategy,and trust-centered promotion and communication association strategy.At the end of this paper,implementation and supporting measures are provided to help BU to constantly improve its share and create a good market reputation in the fierce market competition through its unique marketing mix strategy and precision marketing.At the same time also for the instrument counterparts to develop analytical instruments marketing strategy plan to provide reference.