Research On Marketing Strategy Of KS Medical Device Company

As a global enterprise,KS has extensive business operations around the world to provide timely services to global customers with high quality.After years of development,KS company has developed a complete system of endoscopy products covering the whole process,and related products have been deeply applied to different fields of medical treatment.With the continuous improvement of the hierarchical medical system in China,the number of grassroots hospitals is increasing.Facing such an immense market prospect,KS company’s market share has not increased significantly.The inadaptability of the previous marketing strategy is becoming more and more obvious.Therefore,it is particularly important to timely optimize the marketing strategy of KS medical devices in China to cater to the market,better occupy the market share,and enhance the market competitiveness of KS.Based on the literature of medical device marketing strategy at home and abroad,this paper briefly expounds the concept of medical device and medical device marketing.Through interview and questionnaire survey,we found the problems of KS company’s marketing strategy,combined with the marketing status of KS company’s medical products in China,we found that the existing product strategy does not adapt to the grass-roots market demand,single means of promotion strategy and weak customer management.Through the analysis of the macro environment and industrial environment of medical devices,combined with the comparison of marketing strategies of competitors in the industry,the current product market risks.The product market of KS company is redivided with STP theory,and the product marketing problem of basic market is solved based on the product mix of 7P theory and the method of expanding the type and quantity of leasing products,so as to increase the market share.Using the promotion means of 7P theory and the current technical environment,enrich the promotion types and realize the "Internet +" marketing mode;Use the 6C theory of customer and communication strategy to implement good channel management,close production and marketing relations,so as to achieve win-win cooperation.