Research On The Marketing Strategy Optimization Of Anxin Leboo Company Medical Supplies In UK

In recent years,China’s international trade in medical supplies has been growing rapidly.But at the same time,affected by China-US relations,the foreign trade situation is becoming increasingly severe.The development of small and medium-sized export enterprises of medical supplies is also affected in some degree.The volume of foreign trade orders fluctuates greatly.The COVID-19 pandemic has had a huge impact on the global economy,which worsen the fragile foreign trade market.Therefore,the urgent matter for small and medium-sized export enterprises of medical supplies of China is to understand the international market situation.On the basis of this,enterprises should carry on scientific design and practice to the enterprise’s own market positioning and marketing strategy,so as to seek basic survival and better development.This paper combines marketing,international marketing strategies and other relevant theories with the enterprise practice,focuses on the problems of international marketing strategies of Chinese small and medium-sized medical supplies export enterprises,chooses Anxin Leboo Company as the research object,takes UK market as an example,and analyzes the marketing status of Anxin Leboo Company.This paper finds that there are many problems in the current international marketing,such as insufficient product innovation,lack of differentiated pricing strategy,single marketing channel and weak brand awareness.By obtaining data through questionnaire survey,the key factors of marketing strategy optimization of Anxin Leboo Company in the UK are explored,and targeted optimization countermeasures and safeguard measures are finally proposed: to improve product quality stability and increase research and development innovation;to establish and improve the scientific differentiated pricing strategy;on the basis of traditional marketing methods such as exhibitions and e-commerce,to strengthen the operation of social media tools such as Facebook and Instagram,and to strengthen brand building.On this basis,it further puts forward the safeguard measures for the implementation of the marketing strategy of Anxin Leboo Company in the UK from four aspects: organizational structure,technical support,human resources and capital support.The research of the marketing strategy of Anxin Leboo Company in the UK can be reference to the establishment of international marketing strategy of medical supplies export enterprises in our country and also broaden the international marketing development of medical supplies export enterprises.