| Health has been a topic of great concern to the human, especially since entering the 21 st century, China’s economy has been growing at a rapid pace, gradually raise the level of people’s lives, we on the health awareness growing. Mention the health of two words can not be separated from the medical, medical treatment can not be separated from the medical equipment. 21 st century medical equipment industry has developed rapidly,especially in recent years, health care industry has also been unprecedented attention and look forward to, especially high performance of medical instruments, was listed as key and upgraded as the national strategic industry, this is reflected not only in the in the past year, the national release of the 18 papers, in the just concluded national two sessions has once again been confirmed that the reform of the examination and approval of the relevant medical equipment was included for the first time in the report on the work of the government. Since the medical industry is so important, then the development of domestic medical equipment, the establishment of independent brands, technical barriers to break through to the health of Chinese citizens to do the most strong backing.MR Co.,Ltd as the domestic medical equipment industry the first independent research and development of medical equipment companies, founded in 1991, is headquartered in Shenzhen, China. Today, products have been sold to more than 190 countries and regions in the world, in domestic has 32 branches, 7 R & D base. Its products cover the life information and support, IVD, digital ultrasonic, radiographic, just 25 years of time has become the frontrunner in the race for the domestic medical equipment industry, the medical market in China created many "first". MR Co.,Ltd to break the monopoly of foreign goods, but also greatly reduce the cost of medical hospital. of course, with the rapid development of the industry, the industry as a whole needs requirements to suppliers is also more and more high, especially in recent years the number of domestic medical enterprises rapid growth, other industry tycoon to the medical circle transformation, smashed into a large amount of gold and silver; international big enterprise also to China in the low-end market for layout. Faced with such a messy situation, MR Co.,Ltd should adopt what kind of marketing strategy to be in an invincible position, which is the focus of this paper.Based on the theory of marketing strategy, this paper analyzes the internal and external environment of MR Co.,Ltd, combining with the current situation of MR Co.,Ltd and the domestic medical industry. SWOT analysis method, and analyze the opportunities and threats of MR Co.,Ltd, pointed out the advantages and disadvantages of the internal environment; using STP positioning theory analysis tool, to subdivide the target market of MR Co.,Ltd, selection and positioning and according to the strategic goal to find accord with the actual situation of the MR Co.,Ltd’s marketing strategy system and the marketing strategy implementation and control to give the corresponding methods and countermeasures. The author hopes that this research can bring some help and inspiration to the development of MR Co.,Ltd. At the same time, the analysis of the MR Co.,Ltd’s success can also bring some inspiration to other local medical enterprises, to avoid detours, so that domestic medical enterprises to get more rapid development. MR Co.,Ltd should limit their competition in foreign countries, leading the development of the entire national medical enterprises, the atmosphere and the responsibility of doing things. I believe Chinese medical equipment manufacturing enterprises will become the pillar of the global healthcare industry. |
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