Research On Gansu Marketing Strategy Optimization Of QS’s Energy Surgery Products

For a long time,the market of high-value medical consumables has been dominated by foreign enterprises,but with the deepening of Chinese medical reform and the acceleration of domestic substitution pace,foreign enterprises market share is gradually decreasing.In recent years,the state has introduced a series of medical reform policies such as "purchase with quantity" and "DRG".In order to have a seat for survival,enterprises have to cut prices significantly,which intensifies the competition in the medical industry.The market environment in Gansu is changing rapidly.QS’s energy surgical products are undergoing a great test.Whether the business can recover the declining trend and find a new growth point is the top priority at present.Based on the above background,this paper sorted out relevant marketing theories,combined with the marketing status quo of QS’s energy surgery products in Gansu market,designed questionnaire survey and interview outline,found out the existing marketing problems,and analyzed these problems and their causes.In this paper,PEST model and Porter’s Five Forces model analysis tools are used to analyze the marketing environment in Gansu,and customer needs are analyzed in detail according to the survey data.Combined with STP theory to optimize the target market strategy,and then the 7Ps theory is applied to develop the marketing optimization strategy from seven aspects: product,price,promotion,channel,personnel,process and tangible display and put forward the guarantee measures in five aspects such as organization,system,personnel,technology and capital,so as to ensure the smooth implementation of marketing optimization strategy.In the current medical reform policies such as purchasing with quantity become the norm,how to optimize the marketing strategy according to the local actual situation,better adapt to the market environment,and meet the changing needs of customers is the practical significance of this paper.The research results of this paper have certain guiding significance for improving the marketing level of Gansu Province and promoting the healthy development of QS’s energy surgical products business,and provide ideas and reference for other medical enterprises’ marketing activities.