Research On Marketing Strategy Opitimization For US I Interventional Medical Device Components Company In China

With the development of China's economy and aging population,the people's demand for medical services is higher and higher,which stimulates the rapid development of China's medical device industry.As a sunrise industry with good profitability,the medical device industry attracts domestic and foreign upstream and downstream companies to participate in the competition in Chinese market.The research object of this paper is a large multinational interventional medical device component company,which established a branch in China in 2009.As of August 2020,only one employee in China is responsible for sales in the Chinese market.This paper discusses this special situation.This paper utilizes the PEST model to analyze the macro environment of company I,and the five force model to analyze the industry environment of company I.This paper conducts a questionnaire survey to the customers of I company,conducts in-depth interviews with internal employees and key customers of I company,and summarizes and studies the results,and analyzes the problems existing in the marketing strategy of I company and the causes of the problems.Under the guidance of 4P theory,4R Theory and key customer relationship management theory,this paper puts forward corresponding solutions for marketing optimization of I company.And this paper has put forward the implementation guarantee in terms of personnel allocation,financial support,training incentive and implementation plan,to ensure that I company can realize the optimization of marketing strategy in China.The purpose of this paper is to help company I optimize its marketing strategy and improve its economic efficiency and competitiveness.At the same time,it hopes to provide reference for the development of relevant enterprises,especially imported medical device component companies in China.