| The development of the medical apparatus and instrument is the epitome and s igns of model medical science, and the medical apparatus and instrument industry has became one of the most rapid growing and trade volume vitally internationalization industry. After being accession of WTO, along with the fast development of China’s economy and the continuous implement of the reform and opening-up policy, more and more oversea-funded enterprises are merged into China and taking a dominate role in this global-wide competed medical apparatus and instrument industry, which lead to domestic competition is extremely fiery. Being as a oversea enterprises, how to take the proper market strategy, and to cater the customer’s expectation preferably has become a key factor of trumping the market competition in China. Meanwhile, the more and more homegrown medical apparatus and instrument enterprises are growing rapidly in term of quantity and development as well. However, because of imperfect market strategy, most of the small and middle-sized enterprises are still weak on the controlling ability of market channel, which limits the development of these homegrown enterprises particularly. Z medical instrument co., Ltd has entered into China since beginning of China’s reform and opening-up stage, this company is focusing on minimally invasive interventional treatment. In order to take up more market share at utmost, Z medicalinstrument company has experienced several alteration on it’s market strategy, but all strategies showed more or less certain defection somehow, which reflect the insufficient management on the marketing. Therefore, Z medical instrument company have to startup analyze and improve on it’s market strategy, intensify the monitor and management to its market channel, try to seek for an innovative marketing instruction and solution to fit better to Chinese medical market, then increase its market sharing. On the basis of studying relevant theory and research in the market strategy domain, this thesis is to analyze the social environment and competitors in the market, and obtain first-hand information through investigating cooperated hospital and agency, then to review Z medical instrument company’s market strategy situation and possible problems. After that, taking company resources and capability into consideration, to design and improve its market strategy on product, channel, price and promotion. Besides because of the important role that agency playing among the market channel, company must emphasize on the improvement of market channel management, optimize through various aspect of establishing first-tier platform policy, large logistics and small servicer as well, strive to rise the capability of channel operation, and intensify its competitive force eventually.This thesis focuses on the research of the operation of Z medical instrument company, seek for the most proper and characterized market strategy, how to explore the China medical market. Hopefully this research would bring certain contribution on improving Z medical instrument company market strategy, and provide some advice to other indigenous and oversea companies on market strategy and market channel management. |
