Marketing Strategy Analysis Of A Company Medical Instruments

People’s demand for medical services is more and higher with China’s aging societygradually approaching, which also stimulated demand for medical equipment instrumentindustry in our country; it has been the rapid development in recent years. The production,development, sales of medical products has broken the regional boundaries in the industry,medical equipment production and business units of rapid growth. However, our country’smedical equipment industry basically is still in the imitation improvement and combinationstage at present, and it has not reached the international level of similar products. Becauseof the excessive imitation, lack of innovation in many enterprises of our country adopts thevicious price competition, take zero installment, after use to pay less than the cost of sales,such as sales, the industry profit medical equipment is generally low, which leads to thedifficult part of the fund turnover of enterprise, there is no capital investment in technologydevelopment and innovation, technology progress and the adverse the development ofenterprise and industry. At the same time, foreign medical equipment companies haveentered China, the domestic medical equipment market for foreign products occupy70%.In this case, how to establish and consolidate the sales channels as the Chinese medicalequipment enterprises, improve enterprise’s brand awareness, a clear marketing strategy isone of the many medical device manufacturers must face and solve problems.The article introduces the relevant background in marketing management of Chinamedical device industry problems based on the A medical instrument company as theresearch object, highlighted the presence in the marketing management of medicalapparatus and instruments in China, the significance of the proposed thesis research. Thenit analyzes the macro environment from four aspects of political and legal, economic,social culture, technology, using five forces model analysis, the competitive environment atthe same time, the development of the company’s resources and capabilities, are introduced.Then analyze the current marketing situation of A medical instrument company, and points out the problems, on this basis, using the SWOT analysis method, analyses the enterpriseadvantage, weakness, opportunity, threat. And the principles and ideas of the constructionof marketing strategy of A medical instrument company, designed the A medicalinstrument company STP policy and from the four aspects of product, channel, service,innovation marketing put forward the marketing combination strategy of A medicalinstrument company. Finally, it put forward the implementation of marketing strategy of Amedical instrument company. The main measures include improving the organizationalstructure, the establishment of marketing staff recruitment, training, and incentivemechanism of marketing work, strengthen the marketing control. We hope that this studycan give certain guiding significance for the formulation and implementation of marketingstrategy of A medical instrument company.