Research On Marketing Strategy Optimization Of Qinhuangdao Huisianpu Medical Systems Inc.

With the improvement of the economic development speed and people’s life quality,people are paying more and more attention to the medical industry,and personal and social medical expenses are also increasing,these all contribute to the development of the medical device industry.However,foreign medical device companies occupy most of the high-end medical device market share,and have mastered many core technologies and invention patents,while Chinese medical device industry is still in the early stage of development,the technical level and market maturity level of domestic medical device companies have not surpassed similar international products,domestic medical device companies are in a disadvantaged position.In order to seize market share in the fierce domestic and foreign competition,formulating reasonable marketing strategies and improving marketing capabilities are urgently needed research topics for domestic medical device companies.This article takes Qinhuangdao Huisianpu Medical Systems Inc.as the research object,introduces the relevant background and current situation of the marketing strategy of Chinese medical device industry,and puts forward the significance of the research.Based on the 4P marketing theory and STP theory,this article first uses the PEST analysis,the five-force competition model analysis,to clarify the company’s marketing environment.At the same time,through the analysis of the business status and marketing status of Huisianpu,the article points out its problems in market positioning,product strategy,price strategy,place strategy,and promotion strategy,and also analyzes the causes.Then,clarify the principles for the construction of Huisianpu’s marketing strategy,and put forward market positioning and 4P marketing strategy optimization suggestions for the problems of Huisianpu’s marketing strategy.Finally,in order to guarantee the successful execution of the optimization strategy,suggestions on marketing systems,marketing service systems,human resource management,risk management are put forward.This research provides practical and theoretical basis for the improvement of thepopularity and market share of Huisianpu’s medical device products,so as to ensure the company’s sustainable development.At the same time,it can also provide analysis methods and ideas of formulating marketing strategy for similar small and medium-sized medical device companies in China..