Research On Marketing Management Of B Company’s Medical Equipment In China

With the rapid improvement of global economic level and social progress,people’s income keeps increasing,and people pay more and more attention to medical health.Therefore,the medical device industry is developing rapidly,becoming one of the industries with the fastest growth rate and higher sales growth rate in all industries in the world.From the perspective of the Chinese market,with the increasingly in-depth development of social and economic globalization,many foreign-funded enterprises also enter the Chinese market one after another and compete with domestic enterprises in the fierce market competition.As a result,the competition of medical device products in China,an emerging market,becomes increasingly fierce.For foreign companies,the key to their survival and better development in the market of China’s medical device industry lies in whether they can develop marketing strategies in line with China’s national conditions,and constantly update their strategies with the development of market and technology to better meet the needs of customers.B company is one of the largest suppliers of professional medical equipment,medical products and surgical medical devices in the world.The comprehensive strength of its products has always maintained its leading position in the world.However,with the continuous development and change of the market,B company has some prominent problems in the marketing of medical devices in China,which challenges its leading position in the industry.Therefore,it is increasingly important to timely adjust the marketing strategy and strategy of B company’s medical devices in China to cater to the market,better occupy the market share and enhance the market competitiveness of B company’s medical devices.Based on this,this paper firstly reviews the development status of marketing strategy and marketing mix strategy,relevant marketing strategy analysis tools and relevant theories at home and abroad.Secondly,SWOT analysis is carried out on the macro environment and industrial environment of the marketing of medical devices in China by B company,and on the basis of B company’s own ability,resources and external environment.Then understand B company medical equipment product marketing present situation in China,and analyzes its in the product,channel,price,service etc.There may be a problem,finally to solve above problems and related marketing theory,put forward B company of medical equipment products in China market marketing strategy and strategy optimization Suggestions,make better use of B company’s own resources and capabilities,to establish marketing strategy has its characteristic,as well as other foreign companies in China medical instrument marketing practice to provide the reference.