Research On The Marketing Strategy Of J Company Based On Customer Value

At present,with the gradual improvement of China's hierarchical medical system and the adjustment of the operation mode of local governments' medical supervision and service institutions,opportunities and threats coexist for the standardized development of the medical device industry,and the business activities in this industry are extremely competitive.At the same time,in the era of "Internet +",enterprises engaged in the production and operation of medical devices attach great importance to the improvement of customer value,and such enterprises,with the rapid development of informatization,take targeted measures in combination with their own characteristics to continuously stimulate customer value,so as to realize the increase of enterprise profit.Therefore,in this context,in order to better survive and develop,medical device commercial enterprises must make relevant marketing strategies scientifically according to their own conditions and the environment.This paper choose J company based on customer value marketing strategy research as the object,on the basis of combing a lot of related literature at home and abroad,first of all,on the basis of the theory of customer value,and the theory of marketing strategy combination,customer value of J company and marketing status quo are analyzed,and the company profile,resource analysis,analyzed the ability analysis,at the same time,the company's current customer value has carried on the comprehensive analysis.Secondly,combined with PEST analysis and five forces model analysis,the marketing environment of J Company is analyzed from the perspectives of macro environment and competitive environment.Again,on the basis of J company,on the basis of analyzing the present situation and the environment was proposed based on customer value evaluation system to build the ideas,principles,and customer segmentation,the evaluation index system and index weight,and J companycustomer evaluation model is put forward,and the parameter values,customer value and customer of the clustering based on the three aspects,such as the customer value is evaluated.Combined with the construction of the customer value evaluation system and its model of J Company,the marketing strategies of core value customers,key value customers,potential value customers and low value customers are put forward.Finally,the paper puts forward the guarantee measures to ensure the implementation of marketing strategy from the aspects of capital,manpower,informatization and enterprise culture.It is hoped that the study in this paper will be helpful for the long-term,healthy and orderly development of J Company and provide reference for other similar medical device enterprises in customer value management and marketing strategy formulation.