A Study On The Marketing Strategy Of Samsung Ultrasound Equipment In China

China has more than 1.3 billion people's health care needs.With the steady and rapid economic development,China has become the second largest ultrasound equipment market in the world.For a long time,Chinese ultrasound equipment market has been the monopoly of imported brands,but with the rise of Chinese domestic brand ultrasound equipment,intensified the degree of competition in the industry,the market share of imported brands is showing a trend of shrinking.Samsung entered the medical device field after acquiring Medison ultrasound of Korea.Samsung ultrasound equipment has the advanced technology advantage of obstetrics and gynecology ultrasound and Medison's marketing base in China for many years,but the sales situation is far from the strategic target.Health care is a new strategic field of samsung.The marketing situation in China affects the realization of strategic goals.It is worth studying what measures samsung should take to increase its market share.Firstly,this paper introduces the current marketing situation of Samsung ultrasound equipment in China,points out the marketing problems in product and service,channel,price,promotion.By the survey data of user evaluation and medical network media,the paper makes an in-depth analysis of the reasons for the problems.Secondly,this paper analyzes the macro environment,industrial environment and internal environment of Samsung ultrasound equipment in the Chinese market,and forms summary of SWOT analysis.Then,the STP analysis tool is used to select the advantageous target market and position the product in the market.Finally,at the level of implementation,the paper puts forward the customer-oriented marketing mix strategy of Samsung ultrasound equipment in China market,and makes necessary elaboration on the implementation guarantee measures of marketing strategy.