fermentas中国公司市场营销战略分析word格式论文.docx

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fermentas中国公司市场营销战略分析word格式论文.docx

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fermentas中国公司市场营销战略分析word格式论文

AbstractAlthoughbiologicalreagentsindustryhas gotgreatprogress,thecompetitionof biologicalreagentsindustryinChinaisveryintense.AsthesalessubsidiaryofFermentas inChina,whichkindofmarketingstrategyshouldbeadoptedbyFermentasChinaCo., Ltdtowinthecompetitionisthefocusofthisstudy.Thestudyofthemarketingstrategy ofFermentasChinaCo.,Ltdwillhelpthecompanytoformitsstrategicdevelopment directionandimprovethecompetitiveness,whichwillbesignificantlyimportantfor long-termbusinessdevelopmentofFermentasChinaCo.,Ltd.Moreover,thestudyofthe marketingstrategyforFermentasChinaCo.,Ltdcanbeusedasthereferencetosimilar companies in biological reagents industry.Firstly,Porter’sfivecompetitiveforcestheoryisusedtoanalyzetheMarco environmentandindustryenvironmentandconfirmtheexternalenvironmentwhichwill influencethemarketingstrategyofFermentasChinaCo.,Ltd.Secondly,theinternal capabilitiesofFermentasChinaCo.,Ltd,suchasmanagement,finance,logistics, marketing,salesmanagementandinformationstatus, are analyzedindetailedasthe internalcapabilitiesbasisforthestudyofmarketingstrategy.Thirdly,SWOTmodelis usedtoanalyzetheexternalenvironmentandinternalcapabilitiestoconfirmthestrengths, weaknesses,opportunitiesandthreatensofFermentasChinaCo.,Ltdandcorresponding strategiesareproposedforreference.Finally,theconclusionisproposedthatFermentas ChinaCo.,Ltdshouldtargetmid-rangeandhigh-endcustomersmarketandselecta competitivemarketingstrategy.Namelyweshouldfocusonproductstrategy,pricing strategy,marketingstrategy,brandstrategy,marketingchannelstrategy,teambuildingand management,newmarketdevelopmentandstrategicdistribution,customerrelationship managementandservicequalitymanagementtoestablishthecorecompetitionof Fermentas China Co.,Ltd.Moreover,it’salsoemphasizedthatanappropriateteamshouldbeestablishedto monitortheimplementationofmarketingstrategy afterthedeterminationofthemarketing strategy.Onlyiftheselectedmarketingstrategywillbeimplementedproperlycan Fermentas China Co.,Ltd stands out from the fiercemarket competi