Research On H Company's Market Strategy In South Korea

With the development of science and the continuous upgrading of information technology,economic globalization has become an unavoidable topic for every country and every enterprise.International trade has become an important target of competition between countries and enterprises.Each country strives for a favorable balance of trade,and every enterprise is looking forward to playing more important roles in overseas market.In the era of globalization,the market can be enlarged indefinitely,opportunities are immanent while the challenges are too,the market may lose at any time.The medical device industry is a multi-disciplinary,knowledge intensive,capital intensive high-tech industry with high barriers and high concentration.Concerning medical device industry,developed countries such as the US,Japan and Europe own nearly 80%market share of the global market.China's medical device industry started lately but developed rapidly.At present,a variety of low-end products have taken the lead,but the high-end market is still monopolized by developed countries.With the continuous improvement of technology and extended scale of Chinese medical device enterprises,the export of high technology and high added value products will gradually eularge.China,s medical device enterprises will play a more important role in the global medical device trade.H company's independent research and development of exhalation diagnostic test products(hereinafter referred to as UBT)has been occupying more than 80%of the market share in China.In recent years,the company has vigorously expanded the overseas market and has made rapid achievement.The author participates in the formulation and implementation of relevant marketing strategies.By learning the current trend of medical industry export by summarizing relevant data and consulting literatures,the author analyzed and expounded the export situation of China's medical devices in details.In this paper,the author uses PEST model to analyze the marketing environment of international medical device products.Using marketing 4P theory to analyze H company's marketing strategy in Korean market.It is hoped that the best way of marketing Chinese medical device products in marketing can be dig out through the typical research of more representative products and companies.