Study On The Development Strategy For Shenzhen Mindray Bio-medical Co.,Ltd.

With the aggravation of China's aging population,people's demand for medical treatment is expanding,the medical reform policy promotes the expansion of the industry and the national policy supports the development of the domestic medical device industry,the medical device industry has a broad market.There are a large number of medical device manufacturers in China,but there are fewer large companies with strong R&D strength,R&D investment is generally insufficient,and homogenization competition between enterprises is serious.It is in a weak position in competition with internationally renowned medical device companies,more than 70% of the large-scale high-end medical equipment in the top three hospitals mainly rely on imports.Facing the fierce market competition and the support given by the state to national medical device enterprises,Chinese medical device enterprises have entered a period of rapid development.How to formulate strategies to adapt to market changes and improve the core competitiveness of enterprises is an important research topic.Shenzhen Mindray Bio-medical Co.,Ltd.(referred to as Mindray Company)is a medical device enterprise integrating R&D,production,sales and service.At present,its main business is life information and support series products,in vitro diagnostic series products,medical imaging series products and so on three major areas.This article takes Shenzhen Mindray Bio-medical Co.,Ltd.as the research object,based on strategic management theory,using literature review,qualitative and quantitative comparison and so on methods,through the research on the development strategy of Mindray,the company's development is faced with the domestic homogenization competition in addition to the market demand and the opportunities given by the national policy.It still lags behind the internationally renowned medical device manufacturers in terms of market share and brand influence of high-end products.Although Mindray products are sold to 190 overseas countries,the net profit of overseas is not high,and its international quality needs to be strengthened;the company's annual sales expenses are much higher than R&D expenses,and the company should shift from sales to R&D,continue to increase R&D investment,and win in the future.As the leading medical device company in China,Shenzhen Mindray Bio-medical Co.,Ltd.,how to make full use of its advantages and external opportunities,improve its high-end market share,R & D strength,brand awareness and international quality are the problems that need to be solved in the development of Mindray.Based on the status quo and development trend of the medical device industry,this paper comprehensively analyzes the external macro environment,industry environment and internal strengths and weaknesses of Mindray,and after SWOT analysis.It is concluded that Mindray should implement a growth strategy,that is to further expand production scale and market share based on the existing main business,increase R&D investment,optimize industrial structure,enhance brand influence and international quality,and enhance the depth and breadth of market coverage.The purpose of this paper is to find out the advantages and disadvantages,opportunities and threats of the company by analyzing the development status of Mindray and the analysis of the strategic environment,and formulate and implement the strategy in line with the company's own development.In order to effectively implement the development strategy,the company will provide corresponding safeguard measures.It is hoped that through the development strategy research of this paper,the market share of Mindray high-end products will be further improved,the brand image of Mindray will be enhanced,the brand awareness of national medical devices will be promoted,and the company's profitability and core competitiveness will be improved as a whole,consolidate Mindray's leading position in the industry,achieve the company's overall development goals,ensure the company's future sustainable development and growth,at the same time,it also gives other domestic medical device enterprises some inspiration for development strategies.