Study On Regional Marketing Strategy Of PHILIPS Live Vital Sign Monitor In Heilongjiang Province

PHILIPS is one of the world's largest suppliers of medical equipment.It has long been involved in the development of business in China.With its strong brand appeal and high-quality product features,PHILIPS has now occupied the leading position in China's monitor market.For the region of Heilongjiang Province where the author is located,the marketing of PHILIPS vital signs monitors has been in a relatively stable state,and there is no big market breakthrough.The annual marketing performance is relatively flat.Therefore,in the current world economic development and China's market economy,how to organically combine the Heilongjiang regional market reality,strengthen the PHILIPS vital signs monitor marketing strategy formulation and the corresponding marketing strategy optimization adjustment,has been the author's PHILIPS vital signs monitor Heilongjiang The core issue in the process of regional development.Based on marketing theory and research methods,this paper takes the PHILIPS vital sign monitor Heilongjiang Province as the entry point to study its regional marketing problems.First of all,combined with the research needs,carry out some necessary collection and explanation of relevant research background,significance and literature,so as to clarify the content,method and structure of this study.Secondly,the marketing status of PHILIPS vital signs monitor in Heilongjiang region And the problem is collected.At present,the PHILIPS vital signs monitor has the characteristics of high quality and high price under the brand guarantee,but the relative marketing channels are mainly concentrated in the high-end market,and the sales are relatively weak,thus causing the current PHILIPS vital signs monitor in Heilongjiang Province.Some large-scale medical institutions,the corresponding low-end market and small and medium-sized hospitals are under-utilized,mainly reflected in the target market segmentation is not specific,product and service coverage needs to be strengthened,market prices and maintenance costs are high,channel management and market penetration are weak,There are few market promotion and promotion activities,insufficient marketing implementation and supportcapabilities;thirdly,the marketing issues of the PHILIPS brand vital signs monitor in the Heilongjiang region,PEST,five-force model and SWOT analysis.Combined with PHILIPS brand vital signs monitor Heilongjiang region internal and external environment comprehensive analysis,despite the corresponding advantages and opportunities,but facing the public demand for PHILIPS vital signs monitor,coupled with the increasingly fierce market competition,PHILIPS vital signs monitor Heilongjiang regional business strategy for the future business should be differentiated ST strategy;Finally,the PHILIPS brand vital signs monitor in the Heilongjiang region marketing strategy and implementation safeguards.PHILIPS vital signs monitors in the Heilongjiang market to seize the existing high-end market,adjust the strategy,give play to the advantages of their own products,and actively explore the low-end market,and strive to become the leader in the monitor market.Based on this,the PHILIPS brand vital signs monitor Heilongjiang region should implement the corresponding product quality,reasonable price,channel development,promotion and promotion strategies,and strengthen the marketing organization,the marketing team assessment incentives,improve the market service marketing system,and create a shared Win customer relationships to achieve good regional marketing performance.