Reserch On The Marketing Mix Startegy Of Glucose Meter Products In MB Medical Equpment Company

According to the survey of the Chinese Diabetes Society in 2008, the number of diabetes patients in China is 92.4 million, and the number of people with diabetes is increasing year by year. Big group of people with diabetes has brought the huge potential market of diabetes products. The glucose meter, which is as a representative of the product in the diabetes products, also faces with the huge market potential. At the same time, the huge market potential has leaded to this phenomenon that the competition is out-of-order, the products of glucose meter are homogenous, the price is getting lower and lower, the marketing costs are getting higher and higher, and the profits are getting less and less.Based on the working experience of the author who work in the company of MB medical apparatus and instruments, and as the research object to the products of glucose meter of MB company, the paper show that a lot of management problems such as less product lines and high costs and poor brand in the marketing of the products of glucose meter of MB company. With the PEST analysis and the Porter’s theory, the paper describes in detail the external macro environment of the company of MB, and with the marketing ability, resource superiority, organizational effectiveness, the paper analyzes in depth the internal micro environment of the company of MB, and with the SWOT analysis, the paper help the company of MB find the bold development strategy, which is matching with it. And on this basis, with the marketing mix theory of STP and 4P and 4C and 4R and knowledge marketing and network marketing and so on, the paper proposes the detailed solution for the company of MB, such as marketing positioning and implementation of the marketing and institutional guarantee and Innovation mechanism. The paper suggests mainly that the company of MB should establish the system of talent introduction & talents training and establish the system of perfect enterprise management, and the paper suggests that the company of MB should be based on its own advantages, and reverse its own disadvantages, and seize the business opportunities, and use a variety of marketing mix strategy. Only in this way, the company of MB is out of the marketing dilemma of the product and management and achieves its strategic goals.The research results of this paper are conducive to the development of transformation of the company of MB and the brand shaping of dale, meanwhile, the research results of this paper is useful to the middle and small-sized enterprises that are faced with the management problems such as high marketing costs and no well-known brands.