Study On Marketing Strategy Research Of NPMS PET Product In United States

Positron Emission Tomography (PET), a kind of nuclear medicine techniques. is the most advanced diagnostic equipment and represent the latest nuclear medicine technique. The principle of PET operation is to image the position, shape, size and metabolism of pathological organs by positron-pair catchable detector module system after radioactive pharmaceuticals injected and annihilated in the human body.Neusoft Positron Medical Systems Co., Ltd. (NPMS) was founded in 2005 and dedicates itself in PET systems research & development and production. Its innovational new product AttriusTM received Food and Drug Administration clearance in Apr.24th.2009, which allows AttriusTM to be sold in the United States. NPMS and its Cardiac PET product AttriusTM wins 2010 North American Cardiac Molecular Imaging New Product Innovation Award issued by Frost & Sullivan Inc. for NPMS's pioneering work in cardiac molecular imaging industry.First, PEST analysis is used to analyze corporate external environment to help classify and summarize key factors outside the corporate. Second. Michael Porter's Five Forces Model is applied to evaluate the situation and profitability of industry competition. Next, corporate internal environment is analyzed by NPMS operation strategy, R&D ability and marketing ability to explain how to improve corporate competitive power. Last, SWOT analysis is used to integrate strengths, weakness. opportunities and threats to establish corporate development strategies.These superexcellent market drives make NPMS choose differentiation strategy and select nuclear cardiology as its segmentation market. NPMS's pioneering product AttriusTM is targeted at high value and low cost to shift SPECT users to PET users. This targeting method makes NPMS possible to avoid direct competition with GE. Siemens and Philips. The unique targeting marker will make NPMS be able to enter US nuclear medicine market and redefine the signification of Made in China.The medical industry of United States is a innovate industry. Except accurate market targeting, marketing mix (4Ps) is needed as well. including the differentiated product strategy. accurate-targeting price strategy. professional place strategy and various promotion strategies.The modern corporate management, marketing management and operation management principals are applied in this study, which also present a way of industrialization of large scale medical equipment in a market monopolized by Multinational Corporation, with scientific and systematic marketing planning.Supported by the pre-read of government policies and unprecedented market opportunities, NPMS will occupy the nuclear cardiology market with its cardiac PET product AttriusTM to replace SPECT and PET/CT products. In the next two or three years. NPMS will also get a well return on investment to help its next generation product in nuclear medicine market.The medical equipment market is easy to be influenced by policies and outside environment. How to keep a sustainable development and how to avoid Multinational Corporation to enter nuclear cardiology market and avoid merger and acquisition will be verified by the future study and practice.