A Study On The Medical Pump Brand Positioning Of L Company

Medical pump manufacturing belongs to the medical equipment industry.This industry is very popular in recent years and also the key support industry by national.With the rapid development of society and economy in China,the demand of medical treatment and health from people is increasing high.This is a rare opportunity for the whole medical pump industry.However,due to the lack of core technology,the high-tech products and brand are mainly controlled by foreign-funded enterprises.Due to the marketing entrance threshold is low,there are many manufacturers in China.With this two points the low-tech products marketing is getting fiercer in price and average profit gradually lower.As one of the leading companies in the industry,how can L Company be able to maintain its competitive advantages and brand differentiation in such fierce competition environment?What kind of effective brand positioning marketing strategy can be adopted to consolidate and enlarge its market influence?These will be the major strategy researches for L Company.This paper firstly introduces the general situation of L Company and medical pump industry,analyzes the competition environment of the industry by using the five force model,and then points out the problems of L Company on brand positioning,product system,price system,and new product development etc.Finally,through the data analysis of market research,SWOT theory and STP marketing theory Theory,this paper puts forward the differentiating strategy to optimize each factor of L Company's brand positioning strategy.At the same time,in the face of the current situation of brand confusion in a large number of low-tech products competition,many companies are facing severe challenges in the market situation.The author hopes,take L's brand positioning strategy as an example,providing effective research and analysis,to give some reference to the same industry enterprises about how to develop and optimize brand positioning strategy.