Research On Optimization Of Marketing Strategy For QS Company’s Medical Device Products

The medical industry has always been a highly regarded livelihood industry,and with the deepening of China’s aging society,minimally invasive intervention medicine has become a highly competitive industry track in the field of medical devices due to its small wound size and minimal organ interference.In 2021,with the implementation of national volume procurement of coronary stents,the entire medical device industry,especially interventional medicine,entered a new era.For many medical companies involved,whether they are traditional foreign giants or domestic innovative enterprises,the drastic changes in the external environment will inevitably drive a new round of reshuffle in the entire industry.QS Company is a technology enterprise specializing in the field of interventional medical care.In recent years,it has developed rapidly in the segmented track of interventional field,gradually becoming a leading domestic brand in the field of coronary stents.However,currently,foreign giants still dominate the market share in the entire field of coronary stent healthcare.However,with the implementation of volume procurement,how to optimize their product marketing strategies in the current new market environment to accelerate domestic substitution and win market share has become one of the key issues that enterprise managers pay attention to.This article first conducts a detailed analysis of the external macro environment and industry environment using the PEST analysis model and the Porter Five Forces model.Further describe and analyze the internal environment of QS Company,and use the Boston Matrix Model to classify and clarify the development path of each business,thereby clarifying the core competitiveness of QS Company in the medical device industry.Through on-site research and comparative research,the internal problems of the company were classified and sorted out.At the same time,a detailed analysis was conducted on the external marketing environment in which the company is currently located.It was found that the company’s product positioning is not accurate enough,the pricing strategy is detached from reality,the channel construction is not detailed and effective enough,and the promotion strategy is too traditional.Subsequently,the SWOT matrix model and STP model were used to clarify the company’s development strategy,providing differentiated market strategies,customer demand oriented product strategies,channel strategies for light asset operation and large platform cooperation,price strategies for gradient pricing,and technological academic and brand promotion strategies.At the same time,a guarantee plan was formulated to ensure the implementation of the strategy.The author provides an important reference and decision-making basis for the optimization of QS company’s marketing strategy in the medical device industry through research on QS company’s marketing strategy intervention.This can help QS company seek development opportunities and face challenges in the medical device industry intervention,further expand the market and enhance its influence in the market under the premise of stable development.It has played a reference role for small and medium-sized enterprises in the same industry to formulate marketing strategies tailored to local conditions under the current development environment,and also has certain reference significance for medical device companies in other segmented fields.