Changchun City Jinnuo Company Medical Film Marketing Strategy Study

As a business case study, this paper mainly studies that nowadays in China, asthe economy takes off, people’s living standard gradually improve, material life,spiritual and cultural demand continues to improve, also more and more attention ispaid to body health and disease medical, in this kind of background, how to thedevelopment of medicine and medical equipment industry.This paper tries to use modern marketing theory and combine with practicalwork to analyze the production of the film from Changchun city Jinnuo medicalinstrument co., LTD in the domestic market.First of all, this paper mainly studies the international and domestic as well asbusiness in today’s world political, economic and social environment of the presentmedical industry and make in-depth analysis of macroscopic environment andmicrocosmic environment.Second in this paper, a detailed introduction is made about the Changchun cityJinnuo medical instrument co., LTD and its production of the film according tomarket segmentation principals, clarifies the film market opportunities, threats andchallenges faced by the enterprises. This paper conducts a comprehensive analysis onthe market, to determine the company’s target market, market positioning andmarketing mix strategy choice, mainly introduces the film’s product strategy, pricestrategy, channel strategy and promotion strategy, as well as the much work done inacademic marketing channels and dealer management. Through the SWOT analysismethod to analyze the current enterprise met the opportunities and challenges,advantages and disadvantages. Made clear the maintenance of good, on the basis of the existing market share, according to the characteristics of the enterprise products,actively expand in the second-and third-tier cities secondary hospital marketmarketing goal.In order to achieve the enterprise established marketing target, this paper putsforward the relevant solving measures:1, Actively to develop enterprise self-management direct sales model in theadvantage target markets, at the time of cost savings, will also firmly grasp the handof customer resource in the company.2, For the disadvantages target markets, strengthen cooperation withpharmaceutical agents and distributors; try best to make our enterprise and brokersand distributors win-win cooperation advantages play incisively and vividly.3, After in-depth analysis of the products, on product design and improvement ofthe enterprises in the same industry to provide differentiated products to the targetmarket, and differential marketing services and marketing strategy to set up theenterprise brand image, and ultimately increase it’s profits.At the end of the paper, after the above research and analysis, summarizes whathas come to view to the small and medium-sized medical equipment production andmanagement enterprises in the background of government’s deepening medical andhealth system reform. Changchun Jinnuo medical instrument co., LTD, using modernmarketing theory combined with practical work, has brought a broader space for theproduction and sales of medical film in the domestic market.