Research On Marketing Strategy Of HM Medical Instrument Company

The outbreak of the new crown virus,the world’s various industries in 2020 have been severely hit,and the medical industry in the impact of the same time ushered in new opportunities.Medical devices are one of the most important sub-fields of the life and health industry.In the short term,the epidemic situation makes the medical device industry highly sought after,and the demand for medical devices in hot areas exceeds the supply in the short term.In the long term,the epidemic situation will change people’s concept of medical consumption.Meanwhile,with the normalization of the epidemic situation,the demand for medical devices will be magnified to some extent,and the comprehensive growth rate of the industry will probably continue to exceed the GDP growth rate.In addition,since 2014,the government has formulated a number of reform plans for the medical device industry,and industrial policies have sprung up in an endless stream.These measures have made the industry face a round of shuffling,but will also drive the optimization and upgrading of the industry,promote the technological innovation in the medical device industry,and promote the relevant industries to continue to generate benefits.In such an environment,how to improve and innovate the marketing strategy,so that enterprises can stand firm in the torrent of the market has become the top priority of medical device companies.This paper mainly focuses on the research of HM Medical Device Company,and will make a detailed analysis based on marketing management theory.Firstly,the macro-environment of HM Medical Device Company is analyzed by PEST,and the advantages,disadvantages,external environment and threats of HM Company will be understood by SWOT.Secondly,from the product,pricing,channels,sales promotion four aspects of HM medical device company focus on the status quo and put forward questions.From the point of view of product strategy,there exists the problem that the proportion of low-end and low-value consumables in the product mix is too high and the after-sale service is not perfect;from the view of pricing strategy,there exists the problem that the unified low-price mode lacks elasticity,from the view of channel strategy,there exists the problem that the marketing channel is narrow and the logistics and distribution is not stable;from the view of promotion strategy,there exists the problem that the promotion activities are rough and lack of new ideas.Finally,it puts forward the method of improving marketing strategy.In the aspect of product strategy,it is put forward that it should be further optimized by increasing the proportion of innovative high-value products in the product mix and improving the quality of after-sale service.Hope that through this study of marketing strategy,can provide practical value for the development of HM medical device company.