Market Differentia Positioning And Competitive Strategy For Medical EEG Products

The paper introduces domestic market demand situation and international market prospects of Chinese medical equipment, and the existing problem of Chinese medical industry at present. And analyze the market current situation to EEG equipment, America and Europe, etc. country medical import policy and domestic medical equipment policy of manufacture, relevant technological environment, competitive advantage and purchase behavior to buy target of product.The paper according to Dr. Michael Porter's theory of positioning and competitive strategy, focus on researching the differentiated positioning and competitive strategy about the EEG equipment, and make market segments and selects target market, and establish the differentiated positioning strategy. Based on the above study of the EEG equipment, and utilize the American Lauteborn the professor's integration marketing 4C's theory as the basis, the paper set up customer-based competitive strategy. Propose establishing the difference corporate culture of " taking customer as the center ", construct the applying to enterprise's product design and improved procedure of customer's information. In addition, the consistency in enterprises should run through such cultural values in the business activities applied to enterprises and carry out actually, guarantee customer-based difference competitive strategy is fulfilled. Further more, this paper take the EEG equipment typical manufacturer XIN TUO company as an example, analyzing its structure of EEG products and existing market situation, define the target market and establish the customer-based competitive strategy for this company.