Research On The Optimized Marketing Strategy Of The Joint Prosthesis For MP Company

With the improvement of people's living quality and the development of science and technology,the progress of modern medicine has never slowed down.Therefore,medical devices have become one of the fastest growing and most active international industries in the world.Along with the further implementation of the policy of reform and opening,in the early 1990 s,the artificial joint implant was introduced by the foreign capital enterprise to China Market with the developement of the arthroplasty for nearly 30 years in our country.As the artificial joint implants were introduced into China by foreign companies,the domestic artificial joint implant market is basically monopolized by foreign companies,and the market competition is very fierce.On the other hand,more and more domestic manufacturers and dealers are in rapid growth,but many small and medium enterprises,to a great extent,restricts the development of enterprise,because of the lack of market strategy and investment to R&D.MP Company is a civilian-run company which was established in Zhangjiang,Shanghai.In the beginning,they focus on some innovative Cardiovascular products which are researched and developed independently.The company announced to acquire the Reconstruction Department of W company in 2014 and then enter Orthopaedic industry as a fresh man.How to formulate the marketing strategy which fit for MP company to acquire more market share and lay a solid foundation for future,has become an important topic.This article reviewed the relevant theories of marketing strategy,after analyzing artificial joint implants in China's external environment such as social environment,competitor analysis and the various stakeholders in the industry such as surgeons,dealers,manufacturers,points out the problems for MP company regarding to the marketing strategy.According to my own experience,I put forward optimization plans for products,prices,channels and promotion strategies.This paper focuses on the practical research of MP company's operation and explores how to establish a marketing strategy in line with the company's marketing strategy to help the company win the domestic market share.Hopefully,this paper can provide some references for MP company and similar private enterprises in the formulation and management of marketing strategies.