Study On The Marketing Strategy Of Feno Medical Detection System Of QT Company In The Chinese Market

Being founded in2005, QT is a middle and small company which is specializing in medical apparatus and instruments. It became a sole agent of Aerocrine Company, Sweden in2007, for the sale of FENO Detection System in China. FENO Detection System is a new high-end system in breathing asthma field, which is not known by Chinese customers. It is a opportunity and challenge for QT to put this new product on the Chinese market, and to make Chinese customers accept it quickly.Firstly, based on enterprise purchase behavior theory, new product adoption theory,4P theory and other related marketing theory, we draw up the marketing strategies of QT company systemically, using the method of quantitative and qualitative analysis. Secondly, using Potter’s five forces model, PEST analysis and SWOT analysis, we comprehensively analyze the marketing environment which QT company is faced with, the current competitive situation and the trend in the field of breath asthma which medical device industry and QT company is up against, revealing the opportunities and threats which FENO Detection System is confronted with in the current market environment. Through the analysis of the internal marketing environment of QT Company, we view the marketing advantages and disadvantages of FENO Detection System. Thirdly, being combined with the actual situation and the characteristics of QT and market segments situation of FENO Detection System, the market positioning and target market selection strategy of the FENO Detection System are established. At the same time, we also found that QT has a certain advantages in FENO Detection System, such as price advantage and product advantage, but in order to rapidly expand the Chinese market, QT Company should be optimized and improved in the aspects of marketing strategy. In the end, we finally work out product strategy, price strategy, channel strategy and promotion strategy of FENO detection.