| In recent years, with the continuous acceleration of a aging society, medical apparatus as a branch of pharmaceutical industry in China, though starting late, and lagging much behind the foreign enterprises, but with the constantly increasing of the demand of medical equipment products in the domestic market, the domestic medical appliance industry has stood at the top of many traditional manufacturing industries like the rising sun. However, at present domestic medical equipment market, imported products are still absolutely dominant. There are still enormous differences between China’s medical device industry and foreign advanced medical equipment enterprises. As a result, the relevant departments have issued a series of policies on deepening medical and health system reform, promoting the development and application of domestic medical equipment and reducing the medical treatment cost. On this occasion, it is very meaningful to learn that how LD Company that I belong to keep up with the pace and direction of the country and the development of the market, and that formulates appropriate marketing competition strategy according to the consumer demand and the scientific analysis of the current competitiveness of enterprises, thus becoming bigger and stronger in the fierce competition of the market and increase the core competitiveness of market and providing better, more affordable and more convenient service for the large number of medical patients.The paper will start from the background of domestic and foreign medial medical apparatus and instruments industry, current situation and developing tendency to analyze and conclude the current state and characteristic of domestic tumor minimally invasive treatment equipment during its existence and development. Then, combining the five aspects of politics, law, economy, society, population and science with the five forces model analysis tool and external Factor Evaluation(EFE) Matrix, the paper combs and concludes the external environment of the company. Through the analysis of the internal environment factors of the company, the IFE advantages and disadvantages evaluation matrix is obtained. On the basis of it, the paper systematically compares and analyzes the three products of LD Company with SWOT strategic analysis, STP strategy analysis method and life cycle analysis, thus ultimately selecting the LD Company’s marketing strategy direction and formulating corresponding marketing strategy planIn this paper, the research marketing strategy of LD Company’ minimally invasive tumor therapy equipment strives to plays a role in navigation of the company marketing strategy choice, thus enhancing the sales and increasing market shares. In addition, it is also supposed to be able to being certain reference values to the counterparts in domestic tumor minimally invasive treatment industry in the background of a rapid development and fierce competition. |
