Marketing Strategy Research Of J Company In Minimally Invasive Operation Equipment Industry

Medical devices industry has a high growth, high development trend in worldwide,which is becoming one of the important industries in the world. Since China’s accession tothe WTO, under the impact of the global economic background, with competition growing,market changing, and intense competition in the market by showing too confrontational, itrequires the operation of the business to do in-depth and extreme firmly and grasps themarketing channel as one of the core components of the enterprise. Our medical devicescompanies are seeking transformation from the construction, the system, the operation andthe excitation of the marketing channels. This article made a series of strategic initiativesand reform direction according to J company’s internal resources and capabilities,analyzing the competitive situation of China’s medical devices industry on the backgroundof J company.This study provides a basis for the development of the company and makesdevelopment programs to take appropriate marketing mix strategies, establishes a set ofperfect marketing incentive and restraint mechanisms using Porter’s five forces model,SWOT analysis combined with market segmentation strategy through macroeconomicenvironment profiling of minimally invasive surgery equipment market. From J company’smarketing channels, marketing team staff quality improving, market share expanding andmarketing management strengthening to promote the company brand building. It cancreate a good marketing environment for the development of the company, improve thecompetitiveness of companies in the same industry, assist each other to occupy the marketopportunities and make the company continued to grow and develop through selectingreputable brokers to cooperate. Meanwhile, we hope to provide a valuable basis fordecision making on small and medium-sized enterprises marketing strategies.