A Study On Marketing Of Medical Cosmetic Equipment Of G Company Based On CCDVTP Model

In the 1990 s,the laser and RF medical beauty equipment entered the medical cosmetic institutions in China.The development of the equipment has experienced a transition from import monopoly to the rise of domestic equipment.Based on the theory of marketing and the model of CCDVTP,this thesis establishes a marketing system for G company,which is in the stage of market transformation and only has single product listed.In this thesis,PEST model is used to analyze the market of laser and RF medical cosmetic item,Industrial chain is used to made a competitive analysis of the laser and RF medical cosmetic equipment industry,and market research method is used to analyze the related project characteristics,purchase price,product characteristics,attention and satisfaction degree and information channel of customers.The study shows that: First,The hair removal project is a customer extension project.Second,the diode laser hair removal equipment purchasing price between 50,000 and 200,000 Yuan.Third,customers’ requirements for equipment stability are not met.Forth,customers have high trust in personal experience and acquaintance recommendation.Based on the application analysis of relevant models and the results of market research,this paper uses STP theory,Trout positioning theory,3I model and AHP hierarchical decision-making model to construct marketing strategy.The conclusions are as follows: First,focus on private market and advantage regions according to organizational and geographical factors.Second,identify brand positioning and product selling points,concentrate resources and highlight differentiation.Third,establish an efficient agent system and formulate a reasonable order system.Forth,establish two-way communication mechanism,enrich marketing mix,and feedback market information.Fifth,analyze the market efficiency and control the input-output ratio through marketing and financial indicators.This thesis constructed a marketing model both qualitatively and quantitatively,based on the market of optoelectronic medical and cosmetic equipment in China,focusing on the current competitive situation and future competitive trend,guided by marketing theory and based on the actual operation of enterprises.It not only has the guiding significance to the enterprise management level,but also has the certain reference value to the similar enterprise market management.