Research On Marketing Strategy Of SIEMENS CT Medical Equipment In Shandong Area

China has always been a country with a large population,economic development speed ranked the world.And in recent years,gradually intensifying aging population,strong purchasing power caused by the economic development and the aging problem brought huge development space to the medical equipment market,demand has continued to increase.Shandong Province as China's most populous province,an economically strong province,also show considerable CT medical equipment market development space,demand is rising year by year.Major CT medical equipment suppliers have also seen huge consumption potential and prospects for development of the Shandong market presence.SIEMENS,General Electric(GE)and Holland PHILPS three large multinational companies occupy the market up to 70% market share,SIEMENS CT medical equipment with GE and Philips flat sales in the Shandong market,accounting for half of the market in Shandong.As of the end of September 2016,net profit growth rate of CT medical equipment of Siemens was 12.8%,but there are still many problems to be seen,in order to continue to maintain its leading position in the fierce international competition,or even to seize more market,we must discover and solve problems,and develop marketing strategies to fit the current market.Based on the SIEMENS's CT medical Devices Market Development in Shandong,this paper analyzes the current situation of marketing,then find the problems,by market segmentation and a series of marketing strategies to solve these problems to expand to help Shandong area SIEMENS CT medical equipment market.First of all,this paper introduces the marketing strategy madel,such as PEST model,SWOT model,STP strategic analysis model and 4P theory.Questionnaire survey and PEST model are then applied to the national marketing environment and market in Shandong marketing environment analysis,the marketing development in the existing environment of the Shandong market is worthy of further research exploring.Then use of SWOT model analysis of Siemens CT medical equipment in the marketing market in Shandong to find the existing problems: the number of regional sales staff is relatively inadequate,can not be fully covered;Products focused on high-end products,low-end product line imperfect;Products' prices higher than competitors;maintenance costs are expensive.Then using STP strategic analysis model to re-segment and positioning the Shandong market.The focus of future sales in the Shandong market,low-end products on the marketing of Grade B or lower hospital,and at the same time to keep the existing sales performance in high-end products.Finally combined with the analysis and the problem under the guidance of the 4P theory,product,price,place,promotion four aspects for solving marketing programs.