Research On The Marketing Strategy Of "Medical Instruments' Distribution Business" Of Jilin National Medical Instrument Company

In recent years,with the rapid development of the medical and health industry,the development speed of the pharmaceutical circulation field is hard to follow the development of the medical market.Therefore,there are some "scattered?chaotic and bad" conditions in the circulation field,which restrict the development of the medical and health system.In January 2017,the Medical Reform Office of the State Council,National Health Planning Commission and other eight departments jointly issued a notice that the "two-invoices system" of drug purchase is carried out in order to purify the circulation market environment.The implementation of "two-invoices system" is a good opportunity to expand the "medical equipment distribution business" of Jilin National Medical Instrument Company(abbreviated as Jilin national drug company).In this paper,based on the summary of relevant theories of marketing management and the change of national policy,"two-vote system" and regulatory requirements of GSP,the marketing strategy of "medical instruments' distribution business" of Jilin national medicine medical instrument Co.,Ltd is deeply studied.First,it analyzes the marketing status and existing problems of Jilin national medicine medical instrument Co.,Ltd,mainly from the aspects of products,personnel,promotion and other aspects.Secondly,the PEST method is used to analyze the macro environment from the four dimensions of politics,economy,society and technology.Analysis of microenvironment from two aspects of market sales scale and consumer demand.Thirdly,the SWOT analysis of the company's service products is carried out,research the advantages and disadvantages of the company.We decide to choose the SO strategy,that is,the advantage opportunity strategy is the main strategy of the marketing of the "medical equipment distribution service" of Jilin national drug company.Finally,from customer demand,the " medical instruments' distribution business " in Jilin province is segmenting and positioning based on STP theory,and the marketing strategy of the product in Jilin province is put forward based on product characteristics.Then,taking marketing as the main line,Based on the theory of 7P service marketing,the marketing combination strategy was developed to provide the basis for the development of Jilin national drug company and the rapid market acquisition of medical equipment distribution.Finally,the paper puts forward the guarantees for the smooth implementation of marketing strategy from three aspects of personnel,regulations and market academic.The study above shows that the " medical instruments' distribution business " with high quality service and competitive prices,to give full play to the brand of "national medicine",and carry out a large number of extension and promotional activities to quickly occupy the Jilin market.The distribution network in the province is carrying out to make further steps under the differentiation competition with competitive products.Subdividing customers according to different consumers and take different sales methods for business layout to improve the market share of " medical instruments' distribution business ".We hope that this paper may provide the constructive and operational reference for the marketing of the medical instruments' distribution products of company and contribute to the effective marketing in Jilin Province.