Research On Marketing Strategy Optimization Of R Medical Devices Co.,Ltd.

With the reform of the public medical and health system and the implementation of the "Healthy China Strategy",it continues to advance to the grassroots of society,especially under the new crown epidemic in 2020,maintaining people’s health is no longer a national strategic design,but more and deeper.Awareness that affects the economic construction of various regions of our country and the people’s self-health is awakened.As the basic support between the medical and healthcare fields,medical equipment will be profoundly affected.This article takes R Medical Equipment Co.,Ltd.as an example,and systematically conducts interviews and investigations on R company’s main business products,market operations,human organizational structure,and company financial data.It is found that this company is oriented to Zhejiang and operates the second and third The wholesale enterprise of similar medical equipment is small in scale,and survives in the narrow area of Zhejiang Province where the economy is weak and the traffic is underdeveloped;financial data shows that the company has been operating for nearly three years of continuous losses.Further investigation found its existence:low customer market share,narrow market positioning,low premium value at the low end of the product structure,simple pricing strategy,restricted profit margins,outdated promotion strategies,low market influence,single marketing channels lacking market expansion capabilities,etc.And summarize the reasons.With the help of the learned and mastered marketing theory knowledge,medical device marketing theory knowledge,and small and micro enterprise marketing theory knowledge,the article investigates,collects and compares the external macro environment and market environment of the medical device industry,combined with modern marketing analysis tools,Use the SWOT matrix to help the company extract advantages,disadvantages,opportunities,threats,summarize the strategy,and select the WO strategic direction that is suitable for R company.At the same time,based on the analysis of the current situation of R company’s marketing environment and marketing strategy,combined with WO strategic choices,through the market segmentation and positioning of the STP model,and referring to the 4P’s model,further marketing of R company’s products,pricing,publicity,channels,etc.The strategy combination is optimized,and the guarantee measures for the optimization of marketing strategies such as the establishment of a company’s full-staff marketing-oriented system,data-based management,rational allocation of internal resources,and talent training and incentives are summarized.For micro-enterprises to continue to develop and grow in a complex and changeable market,the optimization of their marketing strategies to deal with the market should become their perpetual and lasting guarantee mechanism.This article hopes to explore company R’s optimization strategy combination and safeguard measures to provide scientific and rational optimization strategies for company R to respond to the ever-changing social market environment.At the same time,it also hopes to provide marketing to other small and micro enterprises of the same type.Strategy optimization provides some reference.