Research On Marketing Strategy Of RD Medical Equipment Company

In 2017,the global medical equipment market has exceeded 400 billion US dollars.According to the estimates of the Global Medical Equipment Association,the global medical equipment market will reach 522 billion US dollars on 2022,with an annual growth rate of more than 5.1%.At the same time,according to forecasts,global medical equipment marketing investment is expected to reach 33.5 billion US dollars in 2022,annualized growth rate of more than 6.4%,how to grasp the opportunity of medical equipment market,provide a strong product force,to achieve market sales share is more critical.Based in Hefei,Anhui,RD Medical Equipment Co.,Ltd.is committed to the development of leading new targets,new equipment and innovative therapeutic technologies.Although it has been developed in the low-end market in the country after nearly 10 years of development,it has been Since the marketing concept has not been paid enough attention,the market share of the low-end market has been decreasing,and the high-end market has not improved.In the current medical reform background,how to get marketing opportunities in the competition of medical equipment industry is very important for RD Medical Equipment Company.Based on STP marketing theory and 4C marketing theory,the article first analyzes the market environment of RD medical equipment company by combining PEST analysis and SWOT analysis,and finds that the current medical equipment market competitors increase,market policy tightens,medical equipment market environment Constantly changing,RD Medical Devices must provide consumer-centric products that are consumer-centric and are at the heart of RD Medical Devices' future marketing strategy.Secondly,the article summarizes the marketing status of RD Medical Equipment's market positioning,product,price,channel and promotion.It finds that RD Medical Equipment Company has many shortcomings in marketing.The article then investigates the status quo of RD Medical Equipment Company by consumers.Analysis shows that RD Medical Equipment Company has the following problems:market positioning and actual disconnection,lack of focus of consumers,lack of flexibility in pricing,narrow marketing channels,and incomplete promotion methods.The article also analyzes the reasons for these problems,mainly because RD Medical Equipment Company relies heavily on existing customer resources,lack of brand value and risk aversion.Finally,this article puts forward the segmentation and selection of the market from the age,geography and identity of consumers,and takes the consumer as the center for marketing positioning.At the product level,resources are gathered around the products that consumers need,and the organizational structure is re-adjusted around the consumer group;at the price level,flexible pricing should be adopted to reduce consumer costs.At the channel level,the number of channels should be expanded,and logistics providers and service providers should be built.Dealer As one of the marketing systems,strengthen cooperation with other units to improve customer convenience;promotion level,customer-oriented development of promotional plans,active support services to enhance consumer trust,enhance customer experience to promote RD medical equipment companies and customers to communicate.