Research On The Marketing Strategy Optimization Of Endoscope Products Of Company A In Non-public Medical Institutions In Hebei Province

The improvement of China’s medical security system is a huge bonus for the medical device industry.With the reform of China’s medical system,the medical sales industry has experienced rapid development in the past decade.In the process of development,the growth of non-public medical care and the benefits it brings to the medical sales industry will gradually appear.The broad market in the field of non-public medical care is strongly attracting the attention of various medical sales industries and enterprises.As a global leader in the field of medical endoscopy,company a,a foreign-funded enterprise,has achieved rapid growth in the window period of rapid development of China’s public medical care.With the proposal of the Chinese government’s "healthy China" strategy,non-public medical care has also rapidly become a new blue ocean in the medical sales industry.In this context,if company a wants to maintain sufficient competitiveness in the field of endoscopy in Hebei Province,it needs to optimize and improve the current marketing strategies of non-public medical institutions in Hebei Province,so as to seize the opportunities and meet the challenges in the future.In view of this,this paper will focus on the marketing strategy of company a’s endoscope products in the endoscope market in the non-public medical field of Hebei Province,and put forward targeted optimization plans for the relevant marketing strategies.First of all,it describes the overall situation of non-public medical institutions and medical endoscope market,introduces the marketing theory used,and collects relevant marketing management research literature at home and abroad to understand the current situation of marketing research in the field of endoscope.Secondly,the external marketing environment of Hebei non-public medical service is analyzed,and the industry competitive environment and competitors are analyzed from the macro environment and competitive environment;After that,it analyzes the internal marketing environment of company a in Hebei Province,expounds the internal marketing status of the company through SWOT analysis,and then finds out the problems in the marketing strategy of the company;Thirdly,in view of the problems found,the framework of a company’s marketing strategy optimization plan in the field of endoscopy non-public medical care in Hebei Province is designed,and the following four aspects of strategy optimization are targeted:product strategy optimization,price strategy optimization.channel management strategy optimization,sales promotion strategy optimization,and the corresponding safeguard measures for strategy implementation are formulated.Finally,this paper looks forward to the strategic optimization plan,and believes that through the above reasonable analysis and targeted optimization design,the endoscope products of company a can play a very good leading role in non-public medical institutions in Hebei Province,and will be very helpful to quickly occupy and expand the market in this field.At the same time,the strategy optimization scheme also has a good reference for other companies in the industry and has a certain reference value in the improvement and optimization of marketing strategies.