Research On The Development Strategy Of Medical Device Start-ups

China’s orthopedic medical device industry is growing at an average annual rate of nearly 20%.At present,international giants still occupy most of the market share.Breaking the long-standing monopoly of foreign giants has become the common mission of most domestic medical device enterprises.Established in 2015,YY medica l equipment co.,ltd.focuses on the R&D of high-performance polymer micromolding technology,takes it as its mission to break the monopoly of multinational companies,and is committed to b ecoming the largest manufacturer of high-value consumables for sports medicine and digital dental prosthetics in China.This research adopts literature study method,document investigation method,field survey method,qualitative and quantitative analysis method,based on PEST macro environment analysis framework,porter five force model for industrial environment analysis framework to summarize YY company facing the opportunities and threats,found the orthopedic medical equipment industry is facing opportunities,such as national policy support,an ageing population,the rising incidence of bone,residents’ income growth and rising medical expenditure proportion,but also threats such as the policy risk,giant competition,substitutes and potential entrants threat.Through by resources,capability assessment and business model canvas,This research found internal advantages,such as advantages of company human resources,product structure,leading technology and quality,and marketing;and internal disadvantages,such as small scale,in the early development,lack of continuous innovation ability,lack of cash flow acquisition capability and limited financing channels and the disadvantage of talent,etc.Then,through SWOT matrix,strategic development direc tion suitable for YY was obtained,including backward integration,related diversification,forward integration,market development and product development strategy,and relevant safeguard measures were formulated according to the selected strategic direction.As the company is still in its early stage,the overall strategic direction is development strategy.