A Research On The Optimization Of Marketing Strategy Of The DX Product

Marketing is a very important part of enterprise management and one of the key factors that determine the healthy development of enterprises.With the gradual development of China's economy and the improvement of people's consumption level,the people's ideas in medical care and other favorable factors,the people's expenditure on medical care products is increasing day by day.Under the circumstance that the consumer's demand for pharmaceutical products is gradually increasing,the sales volume of DX product,which belongs to the flagship product of Q company,is declining.Under this background,this study chooses DX product marketing strategy optimization as the research topic,aiming to find the problems existing in DX product marketing strategy,and put forward marketing optimization strategy to promote DX product sales.This paper reviews and analyzes the classical theoretical literature on marketing strategies,and draws the theoretical essence that is helpful to this research.On this basis,using the field survey method is commonly used in related research and questionnaire survey,to Q company managers,experts,dealers,DX products consumers as investigation object,the Q DX products of the company's present situation and problems of the marketing and marketing strategy in-depth survey,theresults of the questionnaire,the reliability and validity analysis carefully according to the results of the survey data analysis,found that the DX product marketing product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,etc,different levels of the problem need to be optimized.Among them,problems such as lack of r&d and launch of series of products to meet consumer demand,little use of competition-oriented pricing,and few and wide channels for product sales are relatively serious,which affect the marketing of DX products.At the same time,the use of PEST analysis model on the DX products from three aspects of political,economic,social,etc,the analysis of the theoretical model of SWOT,it analyzes the DX products internal strengths and weaknesses,external opportunities and competition,and the optimal strategy of DX management has carried on the comparative analysis,to find opportunities to Q company shall choose advantage-strategy to DX products.Based on the existing problems in the marketing strategy of DX products,and the optimal DX products development strategy judgment,finally this study proposed the DX product marketing in the marketing strategy and marketing mix strategy in two aspects,such as the specific optimization measures,and to implement the optimization strategy is proposed in the reform of organization structure,personnel training,optimize and develop the enterprise culture and so on three aspects of safeguard measures.This study can help Q Company to improve the marketing performance of DX products,and can provide reference for the formulation and optimization of marketing strategies for similar products.