A Study On The Retail Marketing Strategy Of J&J Blood Glucose Meter In China

The paper analysis the retail marketing strategy of blood glucose meter of Johnson&Johnson Medical(Shanghai)Ltd.(J&J)and sales situation,reviewed many of the problems brought about changes in the Internal and external environment.This paper expounds and studies the major marketing strategy transformation of J&J for change.Through the real case,this article from the analysis of the data,find the problem,put forward the problem and solve the problem,objectively expounded enterprises only adjust the strategic transformation and marketing strategy in order to go out of a more competitive marketing.There are five chapters in this paper.The introduction part mainly expounds the theoretical basis of this paper,expounds the hierarchical relationship of strategy and strategy,and probes into the more in-depth 4C and 4R strategy on the basis of 4P marketing strategy.In the second chapter,the author deeply studies the product strategy,price strategy,channel strategy and promotion strategy of J&J blood glucose meter in China retail market.In the third chapter,the author makes a detailed data analysis and research on the market sales of J&J blood glucose meter for three consecutive years,and also finds some problems existing in and outside of the market.The fourth chapter makes a detailed analysis of the marketing strategy transformation of J&J in the face of many problems and market changes.J&J has re positioned the diabetes division's department name and product line and planned the future direction from product suppliers to service providers.Under the guidance of the new strategy,actively adjust the relevant marketing strategy.The author also puts forward his own views and improvement methods.At the end of this paper,the conclusion of this thesis is given and the future direction of the industry is prospected.In a word,through the strong theoretical foundation,real and detailed case data analysis and objective comments,this paper finds the important views for the local enterprises of our country,and improves the direction and concrete methods.The author believes that the paper can help domestic medical equipment companies such as blood glucose meters go out of a more suitable,more scientific,more professional,more effective way of new marketing.