Research On Marketing Strategy Of Domestic Medical Device Enterprises Under The Background Of Government Procurement

Along with the reform and development of China’s economic development,rapid development,people’s life has been greatly improved,continuously enhance the income for health life demand is also increasing,coupled with the aging of society to accelerate the arrival of the medical and health market continued to increase the size of.In this kind of situation,the demand of medical equipment in our country also presents the trend of geometric growth.At the same time,the rapid growth of China’s medical device enterprises.At present,China’s enterprises engaged in the industry has been close to more than ten thousand,especially in some areas has become a pillar industry.But at the same time we should also see that,compared with other well-known brands such as SIEMENS,these national enterprises have a larger gap.Embodied in the market share,especially in the high-end market share,with GM,SIEMENS and other multinational enterprises as the representative of the absolute dominant position.How to expand the market share and realize the leap forward development is a practical problem that needs to be solved urgently in front of the domestic medical enterprises.Because the vast majority of China’s public hospitals occupy a large share of the domestic medical and health market,so the purchase of medical equipment in public hospitals also accounted for a large share of the market.With the "People’s Republic of China government procurement law" come out,the government procurement has become the main channel of many public hospitals including procurement and procurement of medical equipment,the market has also become a highly competitive domestic and foreign enterprises.The enterprise engaged in the production of medical devices for the analysis of the subject in China,based on the analysis of the development of government procurement system and the development of the industry,from the four levels of government,demand,technology,competition,in-depth analysis of the domestic enterprises to participate in government procurement of medical environment.On this basis,a careful summary of the relevant issues involved in the procurement process and deep-seated reasons.Subsequently,SWOT analysis of the domestic enterprises to participate in the four aspects of the government procurement process of medical equipment,namely,opportunities,threats,strengths and weaknesses.Finally,put forward relevant marketing strategies: 1,improve the technological competitiveness of products;2,improve the tracking service support;3,take corresponding price strategy;4,5,strengthen the innovation of marketing channel optimization strategy.