| With the development of the national economy and the increase of per capita disposable income leads to the upgrading of consumption,more and more people pay attention to the oral health problems.The rate of tooth loss is generally higher among middle-aged and elderly people in China.Dental implant is recognized as the best way to repair lost teeth currently.Compared with traditional porcelain teeth,it is not only comfortable and beautiful,but also does not damage existing teeth and the chewing function is similar to that of natural teeth.Dental implants,known as the third set of human teeth,have a huge potential market.H company has been engaged in the dental industry for more than ten years.Its product line is relatively complete,including dental CBCT,surgical microscope,dental chair,laser,implant,etc.,covering different subdivided departments in the dental field.Z implant product line is a new product line launched in 2017.Implant product line is still in the product introduction stage and faced with these difficulties: the marketing channel has not been established;low product popularity;low production efficiency;low customer acceptance of new products,so a set of feasible marketing strategies is of great importance to Z brand implant.This paper analyzes the marketing environment of Z brand implant introduction period first,then finds out the problems through customer demand survey and analysis,and provides clues to solve the problems.Finally,Z implant market segmentation and target customers are analyzed,the following marketing strategies are formed based on the value marketing theory:(1)Through the development of online marketing channels and jointly launched dental implant insurance business with insurance and medical service organizations to solve the problem of single sales channel;(2)Increase exposure by participating in professional oral exhibitions and dedicated to public welfare to make up for the low visibility of the product;(3)By optimizing the production process and strengthen R&D investment to solve the problem of insufficient production quality and maturity;(4)Solving the problem of low customer acceptance of the new product through the improvement of supporting medical education services,strengthen the level of service and total solution services. |
