Research On The Marketing Strategy Of W Company's Medical Device Products

As an industry that integrates many disciplines,the medical device industry is a comprehensive manifestation of a country's scientific and technological strength and medical level.With the development of the China-made 2025 plan,the medical device industry has been placed on the height of the national strategy,and fierce competition will be developed in developed countries on the domestic and foreign markets.At this stage,the high-end medical equipment market in the domestic market is basically occupied by foreign brands.Domestic manufacturers can only seize market share in the low-end market.How to achieve the strategic deployment of the national intelligent manufacturing 2025 is placed in every market participation.As the earliest major medical equipment manufacturer in China,W company has been leading the domestic market in the fields of key technologies,parts production and other fields.However,the problems faced by its marketing are also equally prominent.Its income growth has fallen below the industry average growth level for many years,causing it to miss the best opportunity for development in the industry.With the entry of new shareholders and the transformation of the enterprise system and mechanism,whether the company can achieve overtaking in the future in the industry is a difficult problem facing the company.This thesis uses a variety of marketing theories and analysis tools to take W company's current marketing status as a background,in-depth analysis of its marketing problems and the causes of the problems,and then analyzes the macro environment of China's medical device market,using PEST analysis The company's competitive environment,using SWOT analysis,pointed out the company's strengths and weaknesses,opportunities,and challenges.According to the actual situation of the market,STP analysis method is used to subdivide,select and position the company's product target market,and on this basis,the specific content of W's domestic marketing strategy is put forward.The marketing mix strategy was analyzed and explained in detail.Finally,corresponding suggestions and ideas are put forward for implementing the safeguard measures of this marketing mix strategy.This thesis hopes to solve the problem of W's domestic marketing strategy and hopes to improve W's marketing performance in the domestic market,as well as inspires the continued development of China's medical equipment industry.