| With the overall improvement of the national economic level after China’s reform and opening up,the people’s demand for health standards has gradually improved.As one of the common diseases,kidney disease,its main treatment plan,hemoperfusion-related products,has also entered the era of vigorous development.Company J grasps the market outlet and has always focused on the production and operation of medical devices,especially hemoperfusion related products,since its establishment,but there are still many problems in the company’s development.Therefore,the company hopes to keep up with the pace of national policy adjustment,give full play to the existing advantages,actively seek changes,strive to break the company’s product substitution,profit decline and other barriers,seek breakthroughs in complex market competition,and achieve the company’s long-term development.This paper takes the nephrology hemoperfusion device of Company J as the research object,analyzes the market environment faced by the company’s hemoperfusion device and other products,finds the root cause,and provides a breakthrough to solve the company’s marketing problems.Combined with the current highly recognized STP theory,this paper defines the population and market for hemoperfusion devices from the market positioning of Company J’s products.Subsequently,the 4Ps theory was used to adjust and improve the existing marketing strategies,in addition to suggestions on improving product structure,optimizing production lines and brand influence strategies,and at the same time giving innovative marketing strategies such as differentiated pricing according to specific attributes such as hospital size,integrated sales channels,development of diversified promotion methods and targeted sales training.In order to improve the feasibility of the strategy,the article also provides a variety of suggestions such as improving financial management capabilities,introducing digitalization,informatization,modern management platforms,enhancing the construction of corporate culture and rational planning of human resources,and strives to create a new look of Company J that meets market requirements.This study hopes to provide solutions to the problems existing in the marketing strategy of hemoperfusion devices in Jianfan Nephrology,help it increase market share and maintain product competitiveness,and continue to maintain the leading position in the hemoperfusion sub-industry. |
