Strategy A Company's Domestic Market Sales Channels

Chinese medical device industry in the reform and opening up has been rapid development, from the initial single small-scale to a rich product line, from the imitation of foreign technology to have a certain self-development capabilities, from low-end to mid-tech products, China Medical Devices industry is slowly narrowing the gap between the developed countries, but most of the low-end products. China gradually into aging requires a lot of investment in sanitation and health, in this context, the rationale for the state company as a leader in the domestic medical device industry, how to stand out from the numerous business?Edan medical device company as a Chinese leading manufacturer of innovative research and development, the main products include series regular monitoring of vital signs, ultrasound imaging, inspection five areas of more than one hundred kinds of models, has become the leading domestic and continued rapid growth in the global Chinese medical equipment supply providers, and in the domestic provinces and foreign countries with many branches all over the world to create a strong distribution and service network. After17years of development, although already established a more mature sales channels, but in recent years have seen a stagnating trend.Based on a theoretical state companies in the development process encountered channel marketing strategy, this paper seeks to manage state companies through channel marketing analysis, combined with China’s medical equipment market environment of the actual case, the purchaser behavioral characteristics and status of China’s medical environment using SWOT analysis Edan company’s strengths, weaknesses, opportunities and challenges, the use of the4P marketing and4C theory for state management company made more perfect mature domestic marketing channel strategy. For the purpose of this paper is to explore the problems the company to help improve their methods of marketing channels, optimize channel allocation of resources, by improving the operational efficiency of its marketing channels, enhance the company’s overall competitiveness, improve the overall performance of the domestic sales were also helped. Meanwhile, the study also venture to other medical device companies improve their marketing channels have a certain reference value.