Research On Marketing Strategy Of Family Phvsiotherapy Instrument

Suzhou X company is a famous household physiotherapy instrument manufacturer in China.Since its founding in 1993,the X company of Suzhou has expanded its business in China to more than 200 cities throughout the country.With the joint efforts of more than 20 years,a large scale enterprise of more than 3000 people has been set up with a sales volume of 250 million yuan.But at present,there are many problems to be solved in the marketing process of Suzhou X company.With the increasingly fierce competition in the external market and the increasing diversification of consumer demand,the marketing of X company in Suzhou is facing a lot of difficulties.Therefore,it is of practical significance to study its marketing strategy.On the basis of marketing related theories,this paper analyzes the problems existing in the marketing of Suzhou X company,analyzes the marketing environment of Suzhou X company by using PEST model analysis,Potter five force competition model and SWOT analysis method,and uses the STP marketing strategy theory and 4P marketing strategy theory to the market camp of Suzhou X company.The marketing strategy is designed,and relevant implementation safeguard measures are put forward.Specifically,this paper obtains the following research results:Suzhou X company has been developing rapidly in recent years,but there are many problems in the marketing process,including the problems of deviation of product positioning,unreasonable product pricing,single marketing channel,backward promotion means and poor product combination.Through PEST,five force competition model and SWOT analysis,it is believed that the marketing of Suzhou X company has the advantages of technology and organization,but there are some disadvantages such as price making and talent management,and the demand of the household physiotherapy instrument is increasing and the opportunity is good,but the market competition is fierce and the demand of the consumer is diversified,and the challenges are facing.Through the analysis of STP,it is considered that the market of home physical therapy instrument products in Suzhou X company can be positioned as:the home terminal market,the business market and the medical care market.Through the analysis of 4P,it is believed that the company promotes the attraction of the product through combination marketing.In the price,we take the low price strategy appropriately and adopt different market price strategies to increase the price competitiveness.In the channel,we carry out the network marketing,enrich the marketing channels of the company,promote the marketing,and adopt the comprehensive sales promotion and public customs clearance.Marketing and other ways to improve the efficiency of sales promotion.Put forward to strengthen the construction of enterprise culture,the establishment of marketing assessment and incentive system,regular interdepartmental communication meeting,and strengthen the management of human resources management and other marketing strategies to guarantee the implementation.