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

With the rapid development of China's economy,China's medical device product market has become the third largest medical device product market in the world after Europe and the United States.At present,there are nearly 10,000 domestic medical device manufacturers,more than 90%of which are small and medium-sized enterprises,and the market competitiveness is relatively weak.In medical apparatus and instruments market,foreign products monopolize most of the market,there is still a huge gap between the domestic enterprises and European and American competitors.and the market share of domestic medical device manufacturers needs to be improved urgently.Medical device companies must analyze the current market environment of the company,formulate and implement marketing strategies suitable for the company and constantly improve customer satisfaction,so as to gain a foothold in the fierce competition.W company is a small and medium-sized high-tech enterprise manufacturing and selling medical equipment,accessories and consumables productions.Since its inception in 2001,in order to continually expand market share,the company changed its marketing strategy many times,but have not yet achieved very good results.This paper's research object is W company's marketing strategy of medical device products.On the basis of full understanding of the background environment of medical equipment industry,through reviewing marketing and other related theory and analyzing investigation data obtained from employees and customers,this paper points out present situation and problems of the medical devices marketing strategy of W company,and puts forward the point of view,finally designed the marketing mix strategy of W company is proposed from the aspects of STP,4Ps,4Rs,4Vs and network marketing strategy.Company W represents such enterprises as domestic medical device circle,In recent years,a group of outstanding peer companies also have sprung up in China.We will be facing national medical equipment enterprises competing with foreign medical equipment companies in the future.Through the analysis and suggestions in this paper,it is expected to have certain guiding significance for the formulation and implementation of the marketing strategy of W company,and it is also expected to have reference for the local national medical device enterprises and play a positive role in the development of China's medical device industry.