Research On Marketing Strategy Of WG Medical Products Company

Scientific and applicable marketing strategy is one of the important supports for an enterprise to maintain continuous competitiveness in the increasingly fierce market competition.WG Medical Products Company is one of China’s top 500 enterprises,which is a medical device operating platform enterprise integrating sales and distribution,serving customers covering the whole secondary and above medical institutions and distributors.In recent years,in multiple medical and health system reform and take quantity procurement policy environment change under the dual influence of the medical profession,the existing marketing strategy can’t support the growing performance development goals,in the current tough market environment and fierce competition in the medical consumables,WG Medical Products Company,urgent need to comb,and adjust the regional marketing strategy,Through the optimization of marketing strategy to enhance their own sustainable competitiveness,and gradually realize the leapfrog growth of product sales and market distribution service coverage expansion.First of all,according to the relevant knowledge and theory of marketing system,this study has laid a theoretical foundation for WG Medical Products Company’s marketing strategy;Secondly,this study mainly analyzes the market environment and marketing status quo of WG Medical Products Company Through the analysis,it is found that opportunities and challenges coexist.WG Medical Products Company,on the one hand,is facing threats such as a mixed market,low-end brand price chaos,and medical insurance fund shortage.On the other hand,it also faces the development opportunities in many aspects,such as the procurement of common consumables,the national procurement and implementation of orthopedic consumables,and the demand of intensive management for cost reduction and efficiency improvement in medical institutions.From the point of enterprise,the company’s parent company weigao group has many product line,strong production capacity,excellent product quality,the advantages of the profound national culture brand,but the company is faced with regional low market share,sales organization and management system chaos,disorder of the authorization management system problem.Again,according to the method of SWOT,this article puts forward WG Medical Products Company,in the current amount of purchase and health care reform and political strategic opportunity period,should give full play to its own brand advantages,collection costs and product quality advantages,to establish the target market positioning,to build marketing team management system and reshape the marketing management system,Make full use of this strategic opportunity to seek new development and opportunities in the complicated medical market competition.In terms of STP marketing strategy,WG Medical Products Company will aim at the market of secondary and above public medical institutions,and focus on tertiary and above medical institutions,with them playing a benchmarking role to drive the sales of secondary medical institutions,and regard secondary and below medical institutions as regional agents and distribution companies.And in the market positioning to high quality,low price,quality after sale for their own market positioning;This study as well as from product strategy,price strategy,promotion strategy and channel strategy and so on four aspects carries on the analysis,for WG Medical Products Company ’s marketing strategy design matching marketing ideas,to determine the effective work plan,design scientific and reasonable management level and enterprise management organization structure,and the marketing strategy of the implementation of the timely and effective tracking control;Fourthly,in order to ensure the implementation of WG Medical Products Company ’s all-round marketing strategy,this study matched the corresponding guarantee measures for the smooth implementation of the strategy,including the guarantee of the mechanism system from the aspects of organization,system and personnel.Through the analysis and research of WG Medical Products Company’s overall operation strategy,on the one hand,we hope to get effective promotion plan for the company’s business efficient development,on the other hand,we also hope to get some reference suggestions for the future marketing strategy planning.At the same time,hope to other industries in the business model of similar enterprises can also play a corresponding reference value.