Research On The Improvement Of Marketing Strategic Of Artificial Hip Joint Of Beijing V.Serf Science & Technology Co.,LTD

Nowadays,nearly 80 percent of the domestic market of artificial hip joint is occupied by several internationally renowned companies.Domestic companies are facing serious challenges,such as underdevelopment,small scale,lack of management experience,and so on.This thesis focuses on the Beijing V.Serf science & technology Co.,LTD(hereinafter called Beijing V.Serf),revealing the slow development of the company's market of artificial hip product,analyzing the problems in the marketing strategy,and proposing a solution to improve it.In the marketing strategy analysis section,the state-of-the-art methods and theories,including PESTEL analysis,SWOT analysis,STP marketing strategy theory,4Rs analysis and the knowledge of other management theories,were used,based on the telephone interview of the corporation of Beijing V.serf and face-to-face interview of the experts of hip replacement surgery of Gansu province.Beijing V.Serf was set up in Beijing Haidian District in July 2002,and it was the Chinese agent of French SERF Company whose dominant product is the artificial joint.After 13 years' development,Beijing V.serf did not achieve a significant breakthrough in the domestic market share.The company has to improve its marketing strategy.This paper analyzed the significant problems existed in Beijing V.Serf marketing strategy,and proposed optimization suggestions.This study can help us to further understand the characteristics of marketing strategies in the medical marketing industry,to learn from the current classical marketing theory,to solve the practical problems encountered in the marketing process.