Research On The Marketing Strategy Of X Company’s Biopsy Products In China

With the increasing incidence of various diseases such as tumors,puncture biopsy is often used to judge the nature of tumors.For patients with imaging examination at present,such as CT examination,ultrasound examination and mri examination,can find the existence of tumor,but with these imaging is difficult to determine the specific benign and malignant tumor,through proper tumor tissue biopsy removed in pathologic examination,can further clarify of benign and malignant tumor specific,sources and types.Biopsy product X company is famous in the world,more than 70% market share,but represents a difficult to breakthrough the bottleneck of high market share,combined with the epidemic situations,reduced the volume of hospital patients,the overall market size shrink,so enterprises need according to the internal and external environment constantly adjusting and optimizing biopsy products in China market marketing strategy and tactics,To maintain the company’s leading position in the industry and normal sales growth.This paper first summarizes the relevant methods of corporate marketing,including 4P,STP,etc.,and then analyzes the problems according to the marketing situation of X Company in China,and then uses research methods such as SWOT,PEST and Porter five Forces model to analyze and discuss the marketing situation of X Company in China.Although X company currently has a high market share of biopsy products in China,and has a strong R&D team to ensure the continuous replacement of products,the profit margin of old products is constantly compressed,and it is difficult for new products to enter the hospital.Competitive products increase,customer loyalty is difficult to ensure;The sales team is increasing day by day,and the ability of new employees needs to be trained and strengthened.To solve these problems,on the one hand,intensive efforts should be made in the field of biopsy,so that more customers can recognize the concept of biopsy and have the conditions and ability to carry out image-guided needle biopsy,so as to benefit more patients and further expand the scale of biopsy market.On the other hand,in the face of competitors,we should ensure the differentiation of products and services,constantly bring forth new products with high quality,and continuously provide professional training in services,so as to help operators improve operation skills and enhance market share.It is hoped that this paper will provide some solutions to solve the bottleneck problems facing the current marketing of the company’s products and provide some pointing suggestions for the development of the company.In addition,X Company is one of the largest medical technology companies producing and selling medical devices,medical systems and reagents in the world.Its marketing strategy can provide a reference for Chinese medical device enterprises.