Research On Marketing Strategy Of Siemens Medical Radiographic Imaging Equipment In Jiangsu Province

China is the most populous country and one of the most rapidly growing economic entities in the world. The large population makes a huge healthcare market demand, and the rapid economic growth makes a strong purchasing power of medical equipments in China. The Chinese medical equipments market has the world’s fourth largest size currently, and is deem to be the most potential one. Furthermore, Jiangsu Province is a big province in both population and economy, whose demand and purchasing power are in the forefront of the country and growing continuously. Among kinds of medical devices, imaging equipment is essential diagnosis and treatment equipment in hospital whose demand will rise inevitably with the development of hospitals.In recent years, Siemens has been the leader of imaging equipment industry of Jiangsu, having the largest market share. But its sales growth rate and market share both fell in 2013. In addition to the reason that the national economic growth has slowed, some areas are needed to be improved on the Siemens marketing strategy itself. In this paper, according to the characteristics of Siemens radionuclide imaging equipments, the market is subdivided and the marketing strategy is put forward based on the present marketing situation in Jiangsu. It’s aimed at offering assist to the sales of Siemens radionuclide imaging equipments.First of all, based on the analysis of the present marketing situation of Siemens imaging equipments in the Jiangsu market, this paper summarizes the internal advantages and disadvantages of the company, along with the external opportunities and threats, with SWOT analysis method. And by practicing the Michael Porter’s Five Forces model, the micro-environment the company facing is analyzed. Next, the Jiangsu medical market situation is list in detail, and market segmentation is given according to the situations of the hospitals. On this basis, the company’s products and the 4P marketing strategy in accordance with the actual situation put forward. Simultaneously, focused marketing strategies are proposed aiming at the new modes and opportunities, such as soft-loans, finance lease, and centralized procurement, which are different from the past and coming out under the new situation.