Study On Marketing Strategy Of Tianjin North Medical Instrument Company

Chinese economic has experienced rapid increase since Chinese economic reform, especially since China became a member of WTO. The growth of People’s requirement for health and medical service motivated the development of medical instrument industry. Ever since 2012, Chinese new medical evolution policy gives a huge prospect for the medical industry market. As foreign suppliers and domestic investment actively participate in the market, the competition is becoming more and more fierce. There are thousands medical instrument manufacturers and suppliers in Tianjin. Many companies lower their profit in order to get more contracts, which causes a negative effect to both the companies and the whole industry. under this circumstance, finding out a feasible strategy to win the market is a reality that every medical instrument company must confront.The research object of this thesis is Tianjin north medical instrument company. This thesis describes the current situation and background of the company, and digs deep into the potenial risks in evolution and sales. the Macroeconomic environment is analyzed in 4 aspects:Political System, economics, society and technique with PEST.The compitetion enviroment and company resources are analysed using Michael Porter’s Five Forces Model. Then the current marketing situation is discussed in order to find out the problem. The external chance and risk, internal advantage and disadvantage are analyzed with SWOT. STP Is used to sort the market, target market and market orientation. suggestions of product, price, channel and sales are proposed using 4p strategy. In the end, the guarantee of implementing the marketing strategy are suggested. The aim of this thesis is to provide ref and guidiance to Tianjin north medical instrument company.