Research On Optimization Of Community Marketing Strategy Of Rehabilitation Medical Devices Of QJ Co.,Ltd

With the acceleration of the aging of China’s population,the increase in the number of chronic diseases,disabled people and residents’ awareness of rehabilitation,people’s demand for rehabilitation medical treatment is growing rapidly.However,the existing supply of rehabilitation medical services is far from meeting people’s rehabilitation needs.The number of rehabilitation medical service institutions in China will continue to grow in the future,and the demand for rehabilitation medical equipment will also grow rapidly.As one of the "four major medicine",rehabilitation medicine not only promotes the recovery of rehabilitation patients,but also reduces the medical cost,which is of great significance to reduce the burden of individuals and families and improve their quality of life.As rehabilitation medical devices is an important pillar of rehabilitation medicine,China has issued a number of relevant policies in recent years to promote the development of rehabilitation medical device industry.This paper takes the rehabilitation medical devices of QJ company as the research object,and the products of QJ company are rehabilitation devices,including five series of rehabilitation evaluation devices,rehabilitation training devices,rehabilitation auxiliary devices and rehabilitation education devices.Those products can be used as professional rehabilitation treatment equipment for rehabilitation departments,community rehabilitation centers,convalescent institutions,hospitals,sports medicine centers,institutions for the disabled,special education schools and relevant institutions;And they can also provide life aids for the disabled and elderly patients with bone injuries.QJ company is an integrated products and services enterprise in the field of rehabilitation equipment in China.QJ Company needs to optimize its community marketing strategy in order to coordinate with the establishment of the three-level national rehabilitation medical system and the full coverage of grassroots rehabilitation medical care,namely the policy of achieving full coverage of community rehabilitation services and home rehabilitation services.Firstly,this paper analyzes the macro marketing environment of rehabilitation medical devices to find out the external factors affecting QJ company’s community marketing through Porter’s five forces model and SWOT analysis.Secondly,it analyzes the internal situation of QJ company in order to discover the existing problems in the community marketing of QJ rehabilitation medical devices through in-depth interviews with marketing personnel and analyzes the causes of these problems.Thirdly,through the interview of community institutions and individual customer demand questionnaire survey,find out the opinions of rehabilitation equipment demand side,then carefully analyze the above research results and their causes.Finally,based on the integration of 4P,4C and 4R marketing theory,the optimization scheme of QJ’s rehabilitation medical device community marketing strategy is designed,including the product strategy based on community customer demand,the place strategy based on community o2 o,the price strategy based on community customer perceived cost,and the promotion strategy based on community dynamic communication.And then puts forward the implementation plan and safeguard measures.This paper plays a guiding role in the community marketing practice of rehabilitation medical devices of QJ company.