Research On Marketing Strategy Of AK Medical Instruments Company

With the development of China’s economic level and the increasingly serious problem of aging population,the demand of medical device industry with human health demand is increasing.In recent years,with a series of medical policies issued by the state,the "healthy China" and "health project of TCM for disease prevention" have been steadily carried out and implemented in the society.In particular,we should give full play to the unique advantages of traditional Chinese medicine and develop non drug therapy to treat common diseases,frequently occurring diseases and chronic diseases.Under the common cause of many factors,it has greatly promoted the development and upgrading of TCM medical devices,and also created a new opportunity and blue ocean for the development of TCM medical device market.This paper takes AK medical device company as an example,starting from the overall status of the medical device market,combined with market segmentation theory,marketing mix theory,and SWOT analysis method,analyzes the macro environment and industry competition environment of the company.On this basis,AK company in the marketing problems,as well as the causes of the problem are analyzed,re positioning its target market,and from the product,channel,price,and promotion of four aspects of marketing strategy.Finally,this paper gives suggestions from three aspects: marketing team,organizational structure,and human resources to help AK company ensure the implementation of marketing strategy.Through on-the-spot visits and interviews,the author found that the main problems of AK company’s current business situation are: lack of in-depth understanding of the medical market in various provinces and regions,lack of systematic carding;inadequate sales management,imperfect service awareness,especially the implementation of the salesman management system;in addition,as a manufacturer of acupuncture and moxibustion instruments in traditional Chinese medicine,AK The company has not been deeply invested in the national or overseas medical device exhibitions,and lacks participation in the device standard formulation system,which leaves room for AK to improve and improve its brand position in the industry and fight for the right of discourse;in addition,in terms of market expansion and development,although AK’s products are covered in more than 20 countries nationwide and overseas,they have not yet been formed There is a large-scale andstandardized sales system,and the regional sales benchmark that can be used for efficient imitation has not been formed,which cannot reduce the company’s cost in sales.Based on the analysis of AK company’s internal and external,this paper finally positions the target market of AK medical device company from home and abroad,and gives corresponding suggestions and plans.According to the nature of medical institutions,AK company should pay attention to private medical institutions and sunken township health centers,especially in the less competitive medical market.In addition,due to the high threshold of the third level hospital,the acupuncture needles of AK company were mainly supplied to the Unrated hospitals and the first level hospital market;according to the regional demand division,in terms of the number distribution of Chinese medicine hospitals in China,North China and East China are the regions with a large number of Chinese medicine hospitals and a rapid growth rate.The residents’ economic level is relatively high,and their health care awareness is more intense.Therefore,AK company mainly supplies acupuncture needles to the Unrated hospitals and the first level hospitals There are many natural demands,so we should focus on the layout.In the foreign market,AK should fully consider the emerging developing country market,as well as the development of the national market where acupuncture treatment is included in medical insurance or commercial insurance.In addition,in the marketing strategy,AK company should attach importance to participating in the academic promotion of traditional Chinese medicine health care,sponsorship of acupuncture technician training projects,participation in high-quality medical products Expo and other activities,so as to enhance brand influence and expand market share.