Research Of Domestic Medical Equipment Market Strategy

Treatments of coronary artery heart disease(CAD), the first killer of human health, experienced a rapid development from drugs to bypass surgery to minimally invasive surgery. With advantages of little trauma, good clinical outcome and rapid recovery, coronary stent has gradually become one of the main treatments of CAD. At present, the globle high-end medical device market is basically ruled by the U.S and European companies. Coronary drug-eluting stents of M company, the first domestic professional minimally invasive device manufacturer, accouted for about30%of the domestic market share. However, with increasingly fierce competition of heart coronary stent market and growing convergence of product technology, the executives of M company must consider how to maintain the steady growth of sales. The timely introduction of new products is a good choice, but how to adjust the marketing strategy is still especially important.The thesis will first introduce the aim and significance of the topics, and then analyze the history and backgroud of the coronary stents development worldwide and in domestic, followed by a detailed review of research, development and sales of heart coronary stents of M company, analyzing their advantages, disadvantages and currently facing problems. STP marketing theory, SWOT analysis method and4P marketing mix theroy were used to analysis the enterprise market environment, based on marketing PEST model. Analysis the problems encountered in heart coronary stent in domestic medical marketing and provide recommendations to comprehensive marketing strategy for new heart coronary stent of M company by theories of differentiated marketing and core competitiveness.The research aims to enhance the competitiveness of heart coronary stent of M company and to provide experiences of other new product marketing of M company and new product marketing of other domestic medical equipment company.