Study On Sales Mode Optimization Of GE Healthcare In The Context Of Healthcare System Reform In China

Abstract:The healthcare system reform in China mainly focuses on the primary care. So far, healthcare system covering both urban and rural residents develops rapidly. And national levels of finances invest heavily on the primary care market. Governmental bulk procurement becomes important methods of purchasing low-end medical devices. GE Healthcare has optimized sales mode under the background of healthcare system reform in China. This essay analyzes marketing strategy, strategic sales mode and Blue Ocean strategy and further discusses current stages of healthcare reforms in China, the competition of medical device both on the industrial level and market level and as well the impact brought to GE Healthcare in the context of healthcare system reform. It is also put forward that GE continuously optimizes sales mode from the perspectives of market positioning, product R&D, market promotion, channel coverage, after-sales service and customer relationship management and launched the sales modes of Channel B and Go Blue. Meanwhile, in order to further optimization GE has taken security measures from enterprise culture, product structure, human resources and sales assessment and finally wins a share at low-end market in China.