Research On Marketing Strategy Of Kangyuansheng Company

Since China implemented the policy of reform and opening,the national economy has developed steadily,and medical care has developed rapidly.At the same time,the medical equipment leasing industry has been developed,which has not only helped medical institutions to improve the quality of medical services,but also led to the innovation and transformation of a large number of medical equipment companies providing medical equipment leasing services.Therefore,under the new situation,it is of great significance to study the marketing strategy of medical equipment company's equipment leasing service to the development of medical equipment company.This paper takes Hunan Kangyuansheng Medical Equipment Co.Ltd.as research object.Based on the marketing theory,this paper analyzes the environment of the large medical equipment leasing service business from macro and micro,and finds the advantages,disadvantages,opportunities and threats in the current leasing service marketing.Based on the analysis of the environment and the characteristics of market demand,the STP strategic design was carried out for Hunan Kangyuansheng Medical Equipment Co.Ltd's large-scale medical equipment leasing service business,and the market segmentation,target market and market positioning were carried out.Aiming at the target market,this paper designs the marketing improvement strategy for Hunan Kangyuansheng Medical Equipment Co.Ltd's large medical equipment leasing service business from four aspects: product,price,channel and promotion.Subsequently,this paper puts forward the implementation steps and safeguard measures of the marketing improvement program from four aspects: human resources,financial resources,risk control,enterprise culture.This study is based on the market research of Hunan Kangyuansheng Medical Equipment Co.Ltd's large medical equipment leasing service business,hoping to bring guiding significance to the marketing of Hunan Kangyuansheng Medical Equipment Co.Ltd's large medical equipment leasing service business.At the same time,it is hoped that the research of this paper can bring reference meaning to other medical equipment companies in the formulation and impleme ntation of marketing improvement plans for leasing business.