Research On Optimization Of Marketing Strategy Of A Company’s Medical Cleaning Products

With the rapid development of Chinese economy and the significant improvement of residents’ living standards,the domestic medical device market has also entered a period of rapid growth.In order to ensure the stable,healthy and sustainable development of this market,all parties in the industry are actively facing the current shortcomings and proceeding to improve.As a kind of medical device products with low barriers to entry,medical cleaning products have their necessity and irreplaceability.Its huge market capacity is extremely attractive to many brand manufacturers,and they have entered this market segment one after another,which has triggered fierce market competition.Among them,there are many imported big-name manufacturers such as3 M and Ruhof,and there are also powerful brand state-owned enterprises such as Xinhua Medical.However,more are domestic brands with varying product quality and varying enterprise scale.As an emerging force joining this market,how company A can stand out in the fierce competition and occupy a place in the medical cleaning product market is an important issue related to the survival and development of the enterprise.This research combines modern marketing theory to objectively expound the marketing status of A company.Through PEST environment analysis and Michael Porter’s Five Forces Model,the marketing environment of A company is clarified.After SWOT analysis,WO strategy is been chosen,which is a reversal strategy.it is hoped that the company can use its own advantages,seize opportunities,maximize strengths and avoid weaknesses,and gain a place in the medical cleaning product market as soon as possible to achieve the expected strategic goals.Under the guidance of the established strategy,in view of the current marketing situation of Company A,the existing marketing problems are analyzed,and clear marketing strategy optimization suggestions are given from the four aspects of product,price,channel,and promotion,namely "Product structure optimization","Cooperate with related category manufacturers to promote","Adjust current price strategy","Sales team incentive adjustment","Optimization of distribution channel management","Enrich promotion plans,and strengthen promotion effects",etc.At the same time,this optimization study also provides safeguard measures for improving the quality control management system and improving human resources guarantee,in order to promote the effective implementation of marketing optimization strategies.This study hopes to solve the marketing dilemma currently faced by A company,to help achieve A company’s marketing goals,and to inspire the sustainable development of similar companies.