Research On X Company’s Large Medical Equipment Sales Strategy

This paper against the background of rapid economic growth,increasing progress of science and technology,and increasing improvement of people’s living standards,China’s medical macro-policy has obviously expanded the coverage of medical insurance,the residents’ ability to consume medical equipment has been continuously improved,and the medical institutions’ investment in medical equipment has increased greatly.It has promoted the development of medical equipment market in China,and medical and health institutions in China have developed rapidly.China’s medical resources market has surpassed Japan to become the second largest medical equipment market in the world.The demand of urban and rural residents for the quantity and quality of medical and health resources has increased.In the modern free market economy,how to use effective marketing means,choose scientific and reasonable marketing strategy,compete in the market,maintain their own advantages in the competition,healthy development is a problem faced by every medical enterprise.It takes X Medical Equipment Co.,Ltd.as a case study.Firstly,it defines the relevant concepts by analyzing domestic and foreign marketing status,medical equipment marketing status,4P marketing theory,STP marketing strategy and methods through literature research.Secondly,it uses PEST model to analyze the marketing environment of X Medical Equipment;secondly,on this basis,it uses PEST model to analyze the marketing environment of X Medical Equipment.On the basis of qualitative analysis,this paper analyzed the basic situation and marketing situation of X medical equipment company,and analyzed the existing problems in marketing strategy,mainly reflected in the irrationality of product structure,the price of products is much lower than the market price,the marketing channel of products is single and rigid,and the promotion mode is due to the particularity of medical and health undertakings.Finally,aiming at these problems,the marketing development strategy is determined through STP strategy,and optimization measures are put forward from the aspects of product,pricing,channel and promotion of X Medical Equipment Company.In product strategy,the middle and low-end products and equipment are mainly oriented to specialty through market segmentation.Hospitals and general general hospitals focus on the research and development of intelligent products,and high-end products are mainly concentrated in mid-high-end comprehensive hospitals.In pricing,differential pricing strategy is adopted,which mainly focuses on sales objectives for mid-low-end products,profit objectives for mid-high-end products,and marketing channels.In order to expand the new market,the middle and low-end products mainly adopt the mode of direct distribution and distribution.In the process,the training and technical support for agents and distributors should be strengthened,and the technical service of products should be improved.In the middle and high-end products,the brand awareness of products should be improved mainly through direct marketing.Promotion is based on the particularity of medical and health care.Personnel promotion is the main method in the whole promotion process.It combines the form of unified advertising promotion,exhibition and product promotion to improve the market popularity of products.In view of the serious homogeneity of medical equipment products and the intensified competition in the industry,this study extends these marketing strategies to the medical equipment industry through the study of the marketing strategies of X Company,solves the existing problems of X Medical Equipment Co.,Ltd.,and straightens out the marketing development in the early stage of enterprise development.The exhibition strategy,which provides marketing plan for X Medical Equipment Co.,Ltd.,has certain practical research value,and has certain reference value for the development of medical equipment industry.