The Case Study Of MT Company’s Self-owned Brand Strategy In The EU Market

In recent years, China’s medical device industry is developing rapidly and the capability of independent innovation of SMEs is improving continually. More and more new technologies and new products are constantly pushing into the market. Based on domestic market is becoming maturer and larger, these companies are developing international strategic objectives, continually updating their products, improving multinational operation in order to open up global markets and try to build up international private brand image. It has been a popular issue in the industrial and educational circles that how to rise the global reputation of Chinese medical devices and compete with strong brand in the international market.The key research point of this article is how to operate self-owned brand in European market. Firstly, the authors cleared up theories of building up self-owned brand and then analyzed MT Company’s branding strategy in EU market, meanwhile summarized MT Company’s experience and problems; at last, propose an improvement plan. Through these research result and new plan, the author hope to provide reference for Chinese medical device companies’self-owned brands entering into global market.