Research On Marketing Strategy Of Schy Electronic Medical Equipment Co.,Ltd

At present,China’s social and economic development has entered a new era,the level of economic and social development has been continuously improved,and the people’s life has been significantly improved.Health needs have become the focus of the current people’s attention,people’s demand for medical services continues to improve,greatly improving the market capacity of the medical device industry.How to establish the core competitiveness and meet the vigorous development of medical device industry has become the focus of medical device circulation enterprises.Based on this,this paper takes schy electronic medical equipment Co.,Ltd.as the research object,through the design of questionnaire,consumer behavior model,consumer home medical equipment purchase influencing factor model,combined with market survey results related data information,using Pearson correlation coefficient analysis method to analyze the correlation between consumer purchase behavior factor variables,and explore schy electronic medicine Through the product market investigation,this paper puts forward some targeted suggestions for the company’s marketing positioning and marketing strategy.Through the research findings,the following conclusions are drawn.First,the marketing problems of schy electronic medical equipment Co.,Ltd.(1)The market positioning is not perfect;(2)the product structure is single;(3)the product price pricing lacks flexibility;(4)the marketing execution efficiency is low.Second,consumer behavior analysis.Through the establishment of consumer behavior model,the consumer’s own factors,social factors,product cognition,product attitude,product behavior were investigated.It is found that consumers purchase home medical equipment,first of all,the information is classified into bad information and favorable information.Bad information,such as: low accuracy and accuracy of home medical equipment;favorable information,such as: the equipment has the ability to prevent diseases and judge their own health status.In the process of product purchase,consumers will transform and integrate information to decide whether to choose home medical equipment products.At the same time,if recommended by relatives and friends,it will also affect consumers’ behavior and have a positive effect on consumer behavior.Third,the empirical analysis of the correlation between the influencing factors of consumer behavior.Combined with the data of market survey results and Pearsoncorrelation coefficient analysis method,this paper analyzes the correlation between the variables of consumer purchase behavior.(1)In terms of the basic characteristics of consumers.Income and age have a positive impact on consumer behavior,which are significant at the level of 10% and 5% respectively.(2)In terms of external factors.Suggestions from relatives and friends can directly affect consumers’ purchase behavior,and it is significant at the level of 5%.(3)In terms of consumer cognitive factors.On the whole,consumers’ cognitive situation has a positive impact on consumer behavior choice,and the influence is significant.(4)in the aspect of consumer attitude tendency factors.If consumers are more concerned about their own health or the health of their families,consumers are more willing to buy home medical equipment products.(4)The third is the factor of consumer product choice.The impact of product price and brand on consumer behavior is not significant.That is to say,the focus of consumers’ attention on home medical equipment products is not price and brand,but price and brand factors are not the main choice.In terms of convenience,product function and value-added services,it has a strong positive effect on consumer behavior.Fourth,combined with the analysis of market survey and consumer behavior,this paper puts forward the marketing strategy and safeguard measures of schy electronic medical equipment Co.,Ltd.(1)Market positioning.The company should put the target market group between 31 and 50 years old as the customer object of the company’s development.On the one hand,the consumer group is very concerned about their own health,and the level of working income is relatively stable,and they have strong initiative and sustainability in the consumption of family medical equipment products.(2)Marketing strategy.Product strategy,mainly home electronic testing equipment;price strategy,differential price strategy;channel strategy,strengthen channel supervision;promotion strategy,strengthen advertising promotion,implement "auxiliary" doctor platform construction.(3)Marketing execution guarantee.Organizational guarantee: establish an organization system oriented by "regional +market" and strengthen the service function of the company’s headquarters;talent guarantee,based on KPI performance appraisal,focuses on task performance + work ability + work attitude;cultural construction,taking customer interests as the orientation,reshapes enterprise culture.