Marketing Strategy Research For Auto-Disable Syringes Of X Company In China

Unsafe injection has already been a global popular problem because of its damaged compromise. The only method to cut of using disposable syringes technically is using Auto-disabaled syringes. The potential market of AD syringes is huge in our country, however, the market foundation is weak and the companies are lack for marketing strategy.X Company is one of the biggest companies of medical technology and medical equipment production. X has seized much market share by the high quality and the remarkable post-sale service from its entering Chinese market. But with the change of Chinese medical equipment market, X has met some questions in the market introduction. It made X's market share glided down, and the company is facing to challenge. Therefore, it is imperative to make X's marketing plan, meanwhile, it has great sense for other correlated companies in using the whole marketing strategy.This paper using Philip Kotler's marketing theory, through the safe injection investigations of 17 provinces and under the premise of grasping the first material data, analyses the X's external marketing environment,macroecnomic development,medical equipment market,Auto-disabaled syringes' market demand; It carries on the profession and the competitor with the Poter's fivestrength model theory; use the SWOT analysis to compare the strength and weakness, opportunity and threat, and appraises its existing marketing strategy comprehensively. Basing on the foundation of massive markets data study, this article unifies the enterprise's characteristic, had determined company's goalmarket, proposed the feasible marketing strategy adjustment plan. The plan take the knowledge popularization,the customer guidance as the center; establish customer relations storehouse for assists theplatform; take the implementation of the fat fixed price,the flatmarketing channel construction,establishment of training system between the promotioner and the customer. This plan has the reality instructive function to the strategic adjustment and the long term development which faces to X Company AD syringes product.