Study On The Localization Strategy Of Multinational Medical Enterprises In China

With the continuous development of the economy,the consumption concept of Chinese residents has also undergone changes,and the demand for medical and health care among residents is becoming stronger and stronger.The introduction of policies and regulations such as the "Healthy China 2030" Plan Outline indicates that the government will increasingly attach importance to the medical and health industry.As one of the largest medical companies in the world,Johnson&Johnson has been carrying out localization development in China since the reform and opening up.Its products cover three major fields: medicine,medical devices,and general consumer goods,and are deeply welcomed by consumers.Studying the localization strategy of Johnson&Johnson in China can provide experience for other multinational medical companies to develop in China.This article first introduces the general environment of the current medical market in China.By consulting various materials,on the one hand,it analyzes the broad prospects of the current medical market in China,as well as the government’s special policies for the medical industry,and finds that multinational medical companies have both opportunities and challenges in the Chinese market.On the other hand,based on the analysis of the current development situation of other multinational medical companies in China.Secondly,this article selects Johnson&Johnson Corporation as the research object.Johnson&Johnson Corporation has a long history of development,and is the first batch of enterprises to enter China after the reform and opening up.It has been localized in China for many years.Briefly introduce the development of Johnson&Johnson in China,analyze its internal and external motivations for development in China,and vigorously implement the strategy of localized development in China in order to reduce operating costs and avoid operational obstacles,including vigorously developing localized supply chains;"Product+Service" marketing model;Set up independent decision-making companies;Actively fulfill social responsibilities,etc.Finally,the article explores the inspiration provided by Johnson&Johnson’s localization strategy for the better development of multinational medical enterprises in China: firstly,to establish a localized supply chain and reduce costs;Secondly,strengthen brand building and enhance corporate image;The third is to explore local talents and build a local talent team;The fourth is to strengthen local research and development,and maintain a good market share in the mid to high end.