Research On The Marketing Strategy Of Medical Products Of Hongji Company

In recent years,China's medical device market segment IVD(in vitro diagnostic products in vitro diagnostic products)industry prospects are generally optimistic,there have been domestic and foreign manufacturers influx of the market,which foreign IVD products market share of 70% Mainly in the form of multi-level agent sales,due to the fierce competition in the product market,leading to competition between agents gradually increased,profit margins gradually reduced,agents urgently need to solve the problem of expanding sales and increasing market share.Hongji company as IVD agents,its product sales have also encountered a lot of pressure,urgent innovation marketing strategy to enhance product market share.In this paper,based on the review of the relevant research status at home and abroad,this paper studies the marketing strategy of the medical device product by using PEST analysis method,Porter five force model and marketing theory and method.The main research work and conclusion as follows:Firstly,the existing marketing theories such as 4P,4C,4V and 4R are expounded,which lays a theoretical foundation for the follow-up study.Secondly,the status quo and problems of medical device marketing in Hongji company are analyzed by using the method of survey and analysis,and the main problems of Company A in personnel,product,price,market segmentation and marketing channel are obtained.Thirdly,the macro environment and competitive environment of Hongji company's medical device product marketing are analyzed by using PEST analysis and Porter's five-force model,which clarifies the advantages and disadvantages of Hongji company in the IVD industry.Finally,the use of marketing theory and methods,combined with Hongji company actually put forward the actual marketing strategy for the company's recommendations,mainly in the personnel strategy,emphasizing the incentive and training sales staff;in product strategy,focus on improving product structureand optimize product life In the market strategy,to collect and analyze the market segment information,scientific choice and adjust the market segments;in the channel strategy,we should attach importance to the direct channel,strengthen the market,and focus on the pricing strategy,highlight the difference pricing and competition-oriented pricing;Flat channels and the establishment of exclusive channels.The research results of this paper have a certain guiding value for the expansion of the market sales of the medical device products and the promotion of marketing ability.It also has some reference significance for similar enterprises.