Marketing Strategy Research Or Beijing Powerjoint Company

The development of the technique of artificial joint replacement in the last hundred of years provided an effective and reliable measure in the treatment of serious bone and joint disease, resulting in enormous social significance and economic values, being the essential element of the practical use of the technique of artificial joint replacement, which had become one of the regular surgeries in the world, the products of artificial joint have a prospect of broad market that has been mature in foreign countries.In 90's, most of the big suppliers of artificial joint products in the world stepped into Chinese market in succession and involved into intense competition. Beijing Power Joint Company, the Chinese branch of Waldemar LINK GmBH & Co., which is the most professional artificial joint producer in the world, had promoted its brand桳INK into an advantageous position in sales through the efforts of the passed several years, however, a definite sales strategy to ensure its advantages in the long-term competition against the opponents from civil and abroad is still of necessity.The article is based on the investigation and research on the civil market of artificial joint products, finding that it has a potentially enormous scale but now is under the strict supervision of the government, thus leads to intense competition among restricted number of suppliers who now still conduct the sales the same way with the industrial products.Meanwhile, the investigation also shows that the products of artificial joint have a weak price flexibility, whose consumers are mainly surgeons but not patients who are only final receivers in present.Since the artificial joint is a sort of product demanding high technique and quality and fresh in China, both the Chinese doctors and patients have a limited knowledge about this technique and therefore a reluctant receiving attitude towards the products in present. The civil market of artificial joint products, now in a small scale, has been just in its beginning, thus will be a challenge as well as a opportunity to all the suppliers.From the analysis of the situations of Beijing Power Joint Company and itsparent company, Waldermar LINK GmBH&Co., we can see that the artificial joint products of the latter are characteristic of advanced design, high quality and entire series, which are not only taking the leading position in Europe but quite influential in the world.Accordingly, as a Chinese branch of Wardemar LINK GmBH & Co , the Beijing Power Joint Company has also achieved a dominant position in sales, and through its development it has prepared favorable conditions in the aspects of quality of the stuff, organizations, sales capability and financial management.At the same time, investigation also indicates the fact that in this company there is only sales management instead of marketing project, which means it contains no definite marketing strategy and though its sales can be temporarily successful but is far from enough to ensure a long-term advantage in the market competition.Based on the theories of strategy management and marketing and combined with its practical conditions and aims, the article concludes that the Beijing Power Joint Company should carry out such a marketing strategy that keeps itself as a pacemaker in the highend market and the corresponding strategies regarding products, price, distribution promotion and customer relationship management.