Research On Marketing Strategy Of TY Medical Imaging Information System

In recent years,with the rapid development of information technology,the development of China's economy and infrastructure,the upgrading of medical equipment,the investment of medical information in the country is also increasing,which promotes the rapid development of the medical software industry.First of all,by analyzing the literature research status and related marketing theories of marketing strategy at home and abroad,this paper analyzes the internal operation of TY company,including the company's organizational structure,product R & D capability and marketing status.In recent years,the medical industry rapid development,and the company's sales in recent years of stagnation,shows that the company's operating conditions there is a problem,the customer service registration form,mainly due to the questionnaire survey with internal and external problems summed up: sales strategic positioning is not clear,the channel management problems,system specification and the cooperation between various departments the sales team is weak,customer service is not in place.The overall external environment analysis,industry environment analysis,the main competitor analysis,starting from the status quo and trend of the development of medical information technology at home and abroad,the company encountered in the medical information market challenges and opportunities analysis,fine on the company's own advantages and disadvantages.Next,we use SWOT matrix analysis to clarify the marketing objectives of TY company: we need to increase sales and market share,and design and formulate company's future development and marketing strategy.Through market segmentation,target market and market positioning(STP analysis),it is concluded that the effective way to solve the current problems of the company is differential marketing.The key for each sample client area by using customized services for small and medium-sized customers with differentiated cooperation channels,develop product strategy,using the theory of 4P,pricing strategy,channel strategy and promotion strategy;develop an action plan and budget;management and performance appraisal etc.Finally,the marketing strategy is provided for the management and performance assessment of after-sales service department,sales department,R & D department and other departments.Finally,the summary and Outlook: China's current medical information and medical software industry market increasingly fierce competition in the circumstances to strengthen R & D efforts,the enterprise strategy,maintain more cooperation with their peers,a common and stable market.With the mobile Internet,big data,the development of the Internet of things,so that medical equipment and medical personnel to better contribute to human health.