Study On Product Marketing Strategy Optimization Of A Imported Medical Device Company Under The New Market Pattern

With the continuous development of science and technology in China,the medical level has gradually improved."13th Five-Year Plan","14th Five-Year plan" and "Healthy China 2030" planning outline clearly pointed out that to develop our country’s high and new medical technology,improve the ability of independent innovation,medicalequipment quality standards should be fully in line with international standards.In this context,endoscopes and other products operated by A company have also been included in the "neck" list.Since 2020～2021,domestic competitive brands have mushroomed like mushrooms,from the original two or three to 30 or 40 in 2021.And with the support of our country,the "domestic priority" policy has been implemented in various places.Hospitals and institutions that originally purchased imported brand endoscopes have priority to purchase domestic brand endoscopes as long as the domestic brand has products.Soft endoscope is one of the high-end medical technology,soft endoscope since the1980 s and 1990 s into China,has been monopolizing the Chinese medical market,the three giants of Japan for many years have maintained more than 95% of the market share,only a few share belongs to the European and American brands.With the revitalization of national science and technology,since the first domestic endoscope came out in 2018,the oligopolistic competition pattern of only imported brands was broken,and a new market pattern of hierarchical competition involving domestic brands and surgical methods was rapidly formed.After A systematic analysis of this new market pattern,it is determined that Company A,as one of the three major importers of soft endoscopes,is facing the same risk of market share encroachment as other import companies.In addition,due to China’s booming market demand,imported medical device giants are all planning to make domestic products.No matter whether or when Company A starts to make domestic products,it needs good product strategies to support brand competitiveness.Under this new market pattern,the paper in the new environment,A company product structure made system based on the analysis of the advantages and disadvantages,and based on the STP,4p,product strategy theory to evaluate A company’s product marketing present situation,finally through the implementation of the executive interviews,positioning A company main problems existing in the current product marketing strategy,And through the questionnaire design of the key equipment of hospital staff,further analysis the influence factors of the user to decide which products procurement,with the user’s calendar year purchases multiple regression analysis,under the guidance of Law of Focus and Grounded Theory,make sure the root of the problem with quantity method to determine the product marketing strategy,new market pattern under the contract after repositioning and new market segment of product strategy.Based on the basic marketing theory,this study formulated the product strategy for A company’s soft endoscope through survey data,executive interview and user questionnaire.