Research On Marketing Strategy Of LD Group (China)

With the development of China’s30years of reform and opening up,the economic development of China has made tremendous changes. Inrecent years, the government has paid more and more attention to theconstruction of health care, increased human and financial investment tothe medical equipment industry. And the government also has launched anumber of policies and documents to guide the construction of theindustry and regulate the industry practices. Meanwhile, with thedevelopment of people’s living standard, the accelerated pace of life style,and people’s changing concept of health and medical, more and morepeople start to favor the convenient, fast and effective home medicalequipment products. Although China’s home medical equipment industrystarted late, it has developed rapidly in recent years. And it is regarded asthe gold industry in the future decade or more by many experts, scholarsand entrepreneurs because of its huge market demand and broad space fordevelopment.The booming development of home medical equipment industry hasattracted more and more enterprises to enter the market, which leads tothe fierce competition between each other. But since now no one can holdthe leading position in this industry. Lord Group is a company located in“China’s home medical equipment industry leader”, and has developedfor more than20years. It has made remarkable achievements in R&D,manufacturing and marketing, and it has also formed the developmentmodel covering the whole industry chain. Nowadays Lord Group isappreciated by many domestic and overseas consumers depending on itshigh quality products, thoughtful service and accurate marketing strategies.Based on the analysis of the current condition of home medicalequipment industry and the development of Lord Group, this thesis talksabout the current market environment, competitive situations, problemsand future directions of the industry, as well as the business model,conditions of R&D, manufacturing and marketing, the advantages,disadvantages, opportunities and threats of Lord Group. What’s more, thisthesis explores the marketing strategy of Lord Group, and discusses thespecific implementation in the aspects of product, price, place andpromotion. Last but not least, this thesis also talks about the guarantees inthe implementation of Lord’s marketing strategies.