The Research On The Brand Marketing Strategy Of US Company's Color Doppler Ultrasonic Diagnostic Instrument

With the further development of economic globalization and technology,it is difficult for the color Doppler ultrasonic diagnosis industry to maintain its competitive advantage in the market if relying solely on product advantages,cost advantages or business model innovation.Through differentiated innovation,the brand marketing strategy is implemented to occupy a special position in the customer's mind and form a unique brand position and positive brand image,thereby enhancing the core competitiveness of the company.In recent years,the color Doppler ultrasonic diagnostic technology has gradually matured and the market capacity has grown rapidly,attracting many international color Doppler ultrasound brands to enter into China.At the same time,Chinese private hi-tech enterprises,who have independent innovation of color Doppler ultrasonic diagnostic technology,actively explore overseas markets.However,the operation environment of Chinese private enterprises will be transformed from domestic market internationalization to the international market domestic,therefore it is difficult to win in the long run by relying solely on low-cost advantages and it will also face the survival pressure.Based on the domestic and foreign conclusion of the relevant theories and practices of brand marketing,this thesis analyzes the internal and external marketing environment and the development status of the industry,and uses the brand equity and brand management theories of Kevin Keller and David A Aaker,introduce US company color Doppler ultrasonic diagnostic instrument brand recognition,collect US company internal and external data to analyze the brand awareness,brand image and brand loyalty of US company's color Doppler ultrasonic diagnostic instrument in the market,and finally analyze US company's Brand positioning and brand marketing status from the perspective of marketing 4P,identify problems and deficiencies in product or service,price policy,channel management and brand communication.In order to further improve and optimize the brand marketing strategy of US company,I proposed some suggestions for improving the brand marketing from the aspects of improvement principle,optimization measures and implementation guarantee.At the same time,it also provides reference for theimplementation of brand positioning and brand marketing strategy for private high-tech medical device enterprises in China,and fills in the lack of research on domestic brand marketing strategy of private enterprises in color Doppler ultrasonic diagnostic industry.In order to protect the trade secrets,this thesis try the best to tell the real story of the brand marketing status of the US company's color Doppler instrument,ensuring the authenticity and rigor of the research.