Research On Optimization Of Marketing Strategy Of X Medical Instrument Company

With the development of the new medical reform in the 14 th five-year plan,the competition of medical device industry becomes more and more fierce.At present,the domestic production is still dominated by the middle and low-end medical equipment,while the high-end is mainly imported.Although the gap between the middle and low-end equipment and the developed countries abroad is narrowing,the gap in the high-end products is getting larger and larger.China’s medical device industry in the development and management are facing great challenges.This paper combines my research and research,based on the reality of the enterprise,take the marketing strategy of x medical device company as the research object,through PEST method,SWOT analysis method and porter’s five forces model,this paper analyzes the internal and external environment and competitive environment of x medical device company,then through the literature,interviews and other methods of the company’s marketing strategy to diagnose the problems,and then put forward to improve the company’s marketing strategy.Product Innovation and marketing needs to be improved;sales management is not in place and service awareness is not perfect;staff responsibility distribution is not clear;staff professional quality needs to be improved;brand building awareness and corporate culture is weak and so on.Furthermore,by combining the theory of relevant marketing strategy with the advantages and disadvantages x medical device company has and the real situation,the market segmentation,target market confirmation and market positioning of x medical device company are made clear,and put forward in the new situation how to optimize the x medical device company’s marketing strategy specific countermeasures,such as improve the staff assessment system to strengthen professional quality training,firmly grasp the retailers marketing channels,corporate culture,strengthen the company’s product development and innovation.This article for the promotion of x medical device company marketing strategy and for the overall strength of the Enterprise has a strong referential significance.