Research On Marketing Strategy Optimization Of Pulse Oximeter In RT Company

In 1960,the global population aged 65 and above accounted for only 4.97% of the total population.Until 2000,the proportion of the world’s elderly population was 6.89%,with an increase of only 1.92% in the past 40 years.However,after entering the 21 st century,the world’s "aging" speed has accelerated significantly.In the past 60 years,the average age of the world’s population has been growing.In 2019,the proportion of the world’s elderly population has reached 9%,and it has "aged" by 2.11% in less than 20 years.With the increasing aging of society,the medical device industry has also ushered in a period of rapid development.Among many medical devices,the rapid development of pulse oximeter industry is quite representative.However,in this environment,the medical device industry is facing many problems,such as low level of equipment configuration,inadequate supervision,scattered industry,lack of professionals and so on.The pulse oximeter started late in China,many factors lead to the lack of competitiveness of the product.RT company is committed to the development and research of medical devices,and has made great progress in recent years.In the process of ODM OEM production for overseas customers,RT company has accumulated technology and development experience.After the launch of the first pulse oximeter independently developed,the company has accurately positioned its products in the overseas market,but it is also facing the dual competitive pressure of domestic and international competitors.Although the main indicators of the pulse oximeter of the company have been equal to the world-class level,after nearly a decade of development,the annual global shipment volume of the pulse oximeter products of the company accounts for about 3% of the current pulse oximeter market share,and the market share is very low.The main research ideas of this paper are: through the research of relevant and similar academic literature at home and abroad,combined with the analysis and summary of marketing theory,supplemented by pulse oximeter related professional knowledge,taking the difference,complementarity and relevance of 4P and 4C theory as the starting point,taking the four elements of 4P theory as the basis,and the four elements of 4C theory as the supplement.Next,this paper will further analyze the current situation of the implementation of the company’s marketing strategy from a micro perspective,and investigate and analyze the problems reflected,such as serious homogenization,lack of marketing talents,single channel and promotion form.Based on the principle of organic unity of supply and demand,market orientation,and differentiated competition,we should focus on the following aspects: product,price Channel and promotion four aspects of targeted to its current pulse oximeter marketing strategy optimization suggestions,at the same time put forward some safeguard measures in the implementation of the strategy,think that strengthen the construction of talent team,strengthen the market consciousness also has a certain practical significance.Finally,it concludes that the marketing strategy optimization suggestions in this paper can effectively improve the marketing effect of RT company.