Research On Marketing Strategy Of HLG Medical Technology Co., Ltd

With the continuous development of world economy,the improvement of people’s living standards and the aggravation of social aging,China’s medical industry is also developing rapidly with the increase of people’s demand for medical services,especially the development of medical devices has become one of the important industries of human health.However,at present,the medical equipment enterprises in our country are still in the stage of imitating customization,improvement and assembly,and they do not have advanced technical concepts at all,which is far from the same level of international products.It is generally difficult for domestic medical device companies to change their backward technology and lack of talents in a relatively short time.It is against this background that HLG of the United States officially entered China in 1998.This paper objectively analyzes the macro situation of the development of medical device industry at home and abroad,and expounds the current marketing strategy of HLG medical technology company.Under the guidance of marketing theory,analysis and research on the basis of related literature at home and abroad,through the use of theoretical analysis tools such as SWOT analysis,the form of questionnaire and understanding at all levels of hospital and company sales staff communication,serious investigation and study,analysis summarized the HLG medical technology company of bone mineral density products marketing problems and the cause of the problem.At the same time,how to establish a scientific and efficient marketing strategy of this product is studied,and specific improvement measures are put forward.The first chapter is the introduction,which specifically analyzes the background,significance and purpose,and introduces the research content,main methods and main framework of the paper.The second chapter is the theoretical foundation part,has carried on the outline to the marketing theory,at the same time has carried on the elaboration to the medical device definition.The third chapter takes HLG medical technology company’s product marketing strategy as the specific research object,introduces the basic situation of HLG medical technology company,and analyzes the internal and external environmental factors.The fourth chapter introduces the current marketing strategy of HLG medical technology company,and analyzes sample data through field research,questionnaire and other means to conduct a detailed analysis of the product marketing strategy of HLG medical technology company,and to explore the existing problems and causes of the current marketing strategy of HLG medical technology company.The fifth chapter aims at the problems and shortcomings of the product marketing strategy of HLG medical technology company,and combines the actual situation of HLG medical technology company to carry out the optimization design of the marketing strategy plan.Chapter six puts forward the relevant implementation and guarantee measures after HLG medical technology company’s marketing strategy optimization.The seventh chapter is the conclusion,which summarizes the research results and prospects the future research.The research in this paper provides an important reference basis for marketing strategy optimization of HLG medical technology company,and has certain reference significance and value for other medical device companies to develop product sales strategies and improve personnel system.