D Medical Device Company’s Marketing Strategy Optimization

As China’s per capita GDP rises to a certain stage,people pay much more attention to With the increasing of Chinese GDP per capita,people pay much more attention to health,and spend much more on medical health care with years.In recent years,the government has issued a series of policies for the pharmaceutical industry.Specific of the medical instrument technology industry,in order to accelerate the domestic creation of major new drugs and the domestication of medical devices,the government strongly supports to change the state—the imported high-end products,low independently controllable,especially in the key products such as high performance color ultrasound imaging,high resolution endoscope,and meanwhile,the government requires public hospitals give preference to use the domestic medical equipment and instruments.This paper mainly analysis of the D medical equipment company,from the development prospect,the future space,the market penetration,and the company’s internal and external environment in the medical instruments industry,combines with the marketing theory including the market segmentation theory,4P and 4C theory,and SWOT method,etc.,This paper analyzes the company’s internal marketing problems according to the present situation of the company,and gives suggestions for the marketing strategies through product,channel,price and promotion.Finally,this paper gives specific suggestions for marketing team,internal management and human resources,to guarantee the implementation of the marketing strategies.Through on-the-spot visits and interviews with the company’s employees,the author found that great mistakes exist in its marketing strategy—the lack of a reasonable and systematic marketing plan,which causes that the company had no advantage in marketing channel and difficultly improved the market share of this industry.The company also has a big loophole in the internal management of the marketing department.It has not strictly implemented standard business procedures and implemented supervision.And it did not strengthen the product publicity,and did not invest more resources in the domestic equipment expo and academic promotion.In combination with the changes of the company’s internal and external environment,the author suggests that the domestic market strategy exchanges from the emphasis on direct sales and light distribution to focus on distribution and light direct sales.In terms of internal management,the company should improve the efficiency of internal communication,a standard and detailed governance plan,introduction of a supervision mechanism,a strengthened internal management of the company,to avoid internal management chaos.In terms of company publicity,the company should actively participate in domestic and foreign medical equipment expos,hold senior academic promotion conferences,and set up company training centers throughout the country.