Study On Market Strategy Of ICT Product Of Philips Healthcare In Liaoning

With China’s economic development and the implemention of new medical reform policy, ICT product will enjoy good market not only in Liaoning Province, but also in China for next3-6years. In order to improve the percentage of market share of Philips ICT products in Liaoning, only suitable marketing strategy for ICT products be instituted and implemented, then the backward situation could be changed. Therefore, the topics of this article, based on the theory related to marketing strategy, combined with my work experence, is named "Study on Matket Strategy of ICT Product of Philips Healthcare in Liaoning". I hope that my research could provide some valueable reference for the Philips Medical Department of Liaoning while market stratage be made.This article have showed SWOT matrix of Philips Medical Department ICT products, based on the analysis, selection, implementation and control of marketing strategy and other related theories, through the analyze of internal and external environment faceing by the Philips Medical Department. In the meantime, this article, combined with the market demand of Liaoning, have made the decision for the target of short, medium and long-term marketing strategy of Philips Medical Department ICT products, clearly defined the target market of ICT products, made the chioce of marketing strategy in Liaoning. This article focus on analyzing of STP strategy,4Cs strategy and the theory of relationship marketing stratage, and put forward some specific measures to implementation of every strategy combined with the facts of the Philips Medical Department and its ICT products. Finally, a complete marketing strategy implementation and control system was draw out from three aspects:the improvement of marketing structural system, optimization of resource allocation, implementation of performance assessment, to the implementation and control of Philips Medical Department ICT products marketing strategy in Liaoning, and ensure that the implementation of marketing strategy in accordance with a predetermined direction.