Research Of Value Marketing Strategy Optimization Of W Company

Due to the high price,strict requirements on expertise and direct association between the efficacy and safety and patients’ life safety,high-value medical consumables are drawing more and more attention.For a long period,cardiac coronary stents remain as the largest proportion of high-value consumables with its high unit price and large patient volume base.Consequently,cardiac coronary stents are typical representative products for high-value medical consumables.In recent years,local manufacturer of F-series coronary stents to explore new market strategies due to multiple reasons:Medical insurance policies: the new healthcare reform has penetrated into every healthcare field over the past 10 years.The government continuously strengthens the procurement and admission supervision of high-value medical consumables,and initiates insurance cost-controlling policies one after another.Patients: the perception and acknowledgment of the products is not only related with the characteristics and advantages of the product itself,but also partially influenced by the public image and brand image of the corresponding manufacturer.Manufacturer: the manufacturing technology of local stent brands has been developing in a fast pace,while their marketing ability still falls behind the international manufacturers,which results in weaker brand recognition.As one of the three major players of domestic medical devices companies,W Corporate has possessed strong marketing abilities.How to maintain the growth rate,strengthen brand competitiveness,and improve customers’ satisfaction will be the next goal of marketing strategies.The value marketing strategies for F-series stents need to be updated and perfected.The research of the value marketing strategy of F-series coronary stents is of guiding significance for the optimization and transformation of the marketing model of domestic high-value medical consumables.Starting from customer value model,the study sorted out the concept of customer value and used the customer delivered value model as an analytical framework to analyze the customer delivered value of coronary stents.In addition,this study analyze the macro-marketing environment of medical devices and Porters’ five forces model to the micro-marketing environment of coronary stents.Based on the research of value chain and customer delivered value model,this study proposes the problems and corresponding solutions of current F-series stent value marketing strategies and value marketing optimization strategies.This research is based on real business environment and hopes to explore more practical and executable value marketing strategies,to enable enterprises to achieve sustainable development and contribute to national scientific and technological innovation.On the other hand,enterprises should be encouraged for innovation,to truly benefit patients and related stakeholders,help improve China’s medical environment and improve the quality of life of patients.