Ht Company's Endoscopy Product Marketing Strategy, In The Sichuan-chongqing Region

In ten years, "endoscope" equipments has developed rapidly in the diagnosis and the treatment processes of the hospital, and become an independent industry, with huge development potential. In the process of introducing equipments of endoscope into China, various brand of endoscope entered China largely from foreign factories, occupying the monopolization position;The market is placed in the excrescent vehemence competition. HT Company is a small scaled medical equipments management company established lately, preparing to become the region sole agent of the endoscope product for the German GMI company in Sichuan and Chongqing.The main advantage of the HT company is the product maintenance and technique guidances. The product of endoscope of the GMI company, has good function price, including many section equipments and apparatuses of the hospital, having upscale, medium, low equipments ,choose the scope wide, the quality credibility. To expanding the market in the vigorous market competition of the Sichuan and Chongqing region, HT Company apply whole market marketing stratagem and region market marketing stratagem diversity marketing strategy, modern model fixed market position , the business of combined model with market attraction, SWOT analysis method, analyzed the background circumstance of the HT company, marketing environment, the purchaser behavior of the endoscope product, the rival circumstance and the SWOT of the oneself, think that population condition and economy to develop continuously, new technique revolution, the policy and the law environment and the market potential and the development trend of the endoscope equipments brought the opportunity and threat for the marketing of the endoscope product in Sichuan and Chongqing. The company chooses the good supplier of prestige, build up the good cooperative relation with the agency company and customers , all-directions set up the image of the company to create the good marketing environment for the company. The main marketing strategy of the rival of the company is the strategy of brand or lower price strategy. The management company of the brand endoscope contain some advantages, but adapt to the market variety to slow, and lack the flexibility. The native management company and domestic factories have the advantage of the competition with the low price space, but personnel's quality is poor, not work in team and lack the overall strength. In endoscope purchase process, the company passed to understand the hospital purchase procedure and personal circumstance of the decision makers, adopting the vivid marketing strategy. Through the SWOT analysis of the HT company ,HT company think that the company ,at sell endoscope equipments aspect,has the certain advantage in the technique and personnel's character, but exist the product species monotone and sell the not perfect weakness of personnel's troops; Therefore, the company adopts the method of the outstanding product function price to compare the advantage good,emphasizing the guarantee system of the outstanding technique training, after-sales service, pay attention to the company image and employee training, build up core competencies of the company cultural, basis the different circumstance of the hospital in Sichuan and Chongqing, adopting the vivid product kit method strategy, improving to sell the troops condition, consider fully the cultural characteristics of Sichuan and Chongqing,according to the economic condition, the property of the hospital, purchase method, the grade of the hospital, the age characteristics of the governor and...