The Study On Development Strategy Of Domestic Enterprise Of Home Medical Device Chains

With the economic development and improvement of life standard, the enhancement of consciousness of people's health care and the increase of ageing and sub-health population, The demand people for home medical equipments, health products, care products and physical therapy products is increasing sharply which make home medical devices be the development trend of older&health industry which attracts more and more enterprises. Also, because medicine retail is saturated in region and the limitation of service facilities of medical institutions and the buying habit has been changed now which force the sales model of home medical equipment from sales in the drugstore, Hospital Pharmacy to sales in chains.Chain management as a business model was introduced to China in the 1980s and developed rapidly and has been used in some retail industry successfully. The use of chain in home medical devices is innovative. How to develop the enterprise of home medical device chains and gain economies of scale is worthy of study.Firstly, this paper makes an introduction of the related theories and the status of both domestic and international research and makes an analysis on characteristics of home medical devices industry and the micro-environment and macro environment enterprises face. Secondly, according to the development goals and vision of business, using the Five Forces Model and SWOT model to probe into the opportunity and threat, weakness and strength of enterprises to make the development strategies and implementation Strategies and make an analysis and evaluation of the results of implementation. In the last, the paper makes a conclusion and gives prospects.