Research On The Marketing Strategy Of Hunan Wandong Medical Equipment Co.,Ltd

Along with the economic development and standard of living improvement, people set a higher request on medical and health service. The medical equipment industry has rapidly developed in recent years as one of the mainstay of medical and health service. And it broke the regional boundaries to reach1000billion scale in2010,China medical industry has occupied the market5%in the world of medical deviceson ith the situation, Chinese medical equipment enterprises should decide on what path to follow. Every local enterprise should also think about how to clear and definite the sales target and market, how to improve the sales figures and stabilized the market share in the next competed market environment.This thesis takes Hunan Wandong Medical Equipment Co., Ltd. as the research object, introduced from four aspects of the company’s development situation, organization structure, product structure, resource, with a macroscopic environment analysis from four aspects of politics and law, economy, social culture, technology. Analyzed the competition environment from five aspects:suppliers, buyers, new entrants, substitute products, industry competition by using five forces model.On this basis, it has researched and established the marketing strategy, target strategy, segmentation strategy, market positioning strategy of Hunan Wandong Medical Equipment Co., Ltd. and4P marketing strategy of products. Guarantee the accomplishment of sales plan through organizational structure establishing, reform and established sales management, strengthen the personnel training, and try to got the medical equipment products’sales moving by the usage of relationship marketing and consulting sales skills theory. It also expound the principle of rapidly occupied market in a tipping point of view.This thesis was written to help Hunan Wandong Medical Equipment Co., Ltd. the related decision makers has a certain significance in determining the company’s marketing strategy, to help Hunan Province medical equipment enterprises moving in a right direction. By doing this, To achieve a smooth development of small and medium enterprise.