Research On Marketing Strategy For Hydrogel Dressing Of Changchun Jiyuan Company

With the aging of the Chinese population intensified,bed sores,ulcers and other chronic wound incidence increased.The demand for wound dressings gradually increased.Now the traditional cotton dressings still occupy most of the domestic dressing market share.But advanced dressings will occupy the main dressing market in the future.The great potential of medical dressing market has attracted a large number of domestic and foreign manufacturers.The competition of dressing market is very intense.At present,the environment of China's medical market is complex.The health care industry has implemented many new policies.These new policies bring many opportunities.At the same time,the government's regulation of the medical market is more stringent.The implementation of the new health care reform policies is a huge challenge for small and medium-sized manufacturers.Now the homogenization of products on the dressing market is serious.The decline in profits led to many manufacturers face a crisis of survival.To survive in a complex competitive environment,we should identify the target market and seize the opportunity and select the appropriate marketing strategy.In this paper,the research object is a small sized wound dressing manufacturer Changchun Jiyuan company.Based on the theory of modern marketing,this paper studies marketing situation and analyzes marketing problems of hydrogel dressings of Changchun Jiyuan Company.First of all,this paper analyzes the macro environment of Changchun Jiyuan Company from four aspects: politics,economy,social culture and science and technology.This paper analyzes the microcosmic environment of the company and determine the advantages,disadvantages,opportunities and threats of hydrogel dressings of Jiyuan Company in market competition.Secondly,we use STP theory to carry out market segmentation of wound dressing market.We analyze the needs of customers and select the appropriate target market.Then we make accurate product positioning and put forward marketing strategy for hydrogel dressing of Changchun Jiyuan Company.The marketing strategy includes product strategy,price strategy,promotion strategy and channel strategy.The marketing strategy could help us solve the marketing dilemma faced by hydrogel dressing.Also we will develope safeguard measures to implement marketing strategy.It is hoped that this paper could provide a reference for the development of marketing strategies of Changchun Jiyuan Company and have a certain reference value for other medical dressings manufacturers.