Research On Optimization Of TH Company's Marketing Strategy

With the continuous acceleration of the pace of medical reform and the gradual improvement of residents' living standards,the per capita disposable medical standard of residents in China continues to increase.China has entered an aging society since 1999.In 2018,the proportion of people aged 65 and over in China has reached 17.9%,and by 2030 this proportion will be as high as 18.2%.The survey shows that from 2013 to 2018,Chinses per capita health care consumption expenditure maintained a growth rate of more than 10%,reaching 1,685 RMB in 2018.According to statistics,the national health care consumption expenditure accounts for about 7%of the national GDP,while the figure for the same period in the United States is 16%(AIMedia Data Center,2019).It can be predicted from this that there is still a lot of room for growth in Chinese medical expenditure.At present,there are nearly 30,000 hospitals at all levels in China.As a huge consumer medical market,the medical device industry also has a broad consumer market.TH Company is a local medical circulation enterprise in Shandong province,and its business scope is mainly positioned in the IVD(testing reagent)testing industry market.Therefore,the discussion on the IVD market in Shandong province is of great strategic significance and guiding value to TH Company.Accordingly,this paper takes "Shandong IVD market" as the research object,through studying the Shandong IVD hospital market,helps TH companies clarify the status of their marketing strategy,identify and confirm their own problems,and then propose the optimal choice of marketing strategy.This paper investigates the data of the Shandong market in the past 5 years,based on the TH company's data in the IVD market,using marketing,strategic management and economics to conduct relevant data analysis.On the basis of clarifying the main problems and background of the research,this paper puts forward the research objectives,and further clarifies the development trend and key driving factors of TH company in the Shandong market through environmental analysis and industry analysis,and then demonstrates whether the Shandong market exists for TH company potential expansion opportunities.In addition,this paper through industry analysis and company analysis,in-depth study of TH company's marketing strategy based on product sales-oriented marketing practices,to identify the advantages and disadvantages of TH companies in the Shandong market competition and existing problems.Finally,based on the market conditions in Shandong and the marketing practices of TH Company,this paper proposes that TH Company adopts a marketing strategy based on solutions in the Shandong market.Specifically,the optimization strategy uses the STP strategy to segment and position the market to clarify the market development direction of TH Company;and use the 4P marketing mix strategy to investigate from four aspects of product,price,channel and promotion.What's more,this paper proposes a solution as the main marketing strategy specifically optimizes the combination and proposes corresponding safeguards.This paper is a practical summary and theoretical sublimation of TH's marketing strategy.In the context of the current rapid market growth,it provides theoretical basis and strategic innovation for TH's future development.