Research On Endoscopy Devices Marketing Strategies Of SJ Company

The industry of medical devices in China has been grow up quickly after the Reform and Opening-up policy.Recent years,Chinese medical devices industry has developed rapidly to the best period in the history.Data shows that the market size of medical devices in China has exceed to 500 billion yuan in 2018 and estimated at 645 billion yuan in 2019.Many companies are attracted to enter the industry.Thus,the competition has become much fiercer than before.How to take appropriate marketing strategies to win the market share is of great importance for the medical devices companies.As one of the most important parts in the medical devices industry,endoscopy devices industry develops rapidly with the advancement of technology.SJ Medical Devices Company comes out top in the global endoscopy industry.It has a good performance in using marketing strategies.In this paper,we take SJ Medical Devices Company as an example,to make a further study of Chinese medical device industry.We analyze its macro-environment and competition status with the help of Porter five force model theory.Combined with the in-depth understanding and analysis of its competitors,we use the classic theory of STP to set strategic direction.At the end of this paper,we propose optimized marketing strategy from the aspects of 4Ps marketing theory and put forward the implementation of these optimized marketing strategies.We also hope that this research will provide some beneficial exploration and help for medical devices companies which produce and sale endoscopes.