Marketing Plan Of Medical Equipment In Southern China Area Of Company D In 2015

D is a high-end medical equipment solution provider, product range covers anesthesia workstations, intensive care and family therapy for respiratory ventilation equipment, emergency breathing apparatus and transport, baby thermal treatment equipment, patient monitoring equipment, IT solutions and gas management systems. D with more than 10,000 employees in over 190 countries in the world has offices in Shanghai, China. Since entered China 20 years ago, D steadily developed its business, established and supported high-quality sales channels. But the bottleneck in recent years gradually emerging in medical device market. And its sales growth stagnated.The bottleneck arises mainly from three aspects: First, the "Eleventh Five-Year Plan," "Twelfth Five-Year Plan" have been encouraged health care reform in recent years. Many new healthcare organizations and innovative system emerged. So that the medical device market showing a state of high-end market and low-end market binary distribution, which is a challenge for D’s current traditional channel system. Secondly, a series of government initiatives to combat commercial corruption, including the recent exposure of the "GSK China bribery incident", bring the entire medical industry challenges and require corporate marketing communication more transparent and in the sunshine. Thirdly, part of the domestic medical equipment manufacturers gradually established themselves, which intensify competition in the medical device industry.This paper analyzed the medical device company D, a typical multinational medical device company, with the widely used methods of PEST, Porter’s five forces model and other tools to review its environment, combined with SWOT analysis to examine its strengths and weaknesses. Then to make a targeted marketing plan including competitive strategy, channel system, business promotion programs and other modules. Hoping not only to indicate the direction in the future competition for D, but also to inspire other companies to break through the bottleneck of the medical device industry.